CONNIE KROSKIN CONSULTING
Brand and Marketing Strategy Consulting
Building Brands for Increased Engagement
When you have a solid brand foundation, it’s much easier for people to connect with you. This is because they understand your “who, what, why, etc”, but more importantly they appreciate the value of what you have to offer.
And when it’s really done well, they also appreciate the value of their relationship with your brand – which can mean brand loyalty.
Marketing invites people in, branding is the reason they engage – because they connected with the brand in a meaningful way.
I think this makes “branding” easier to understand. I know it can be confusing, there are many aspects to branding. Think of it as the personality and “presence” the brand has.
A lot of small businesses skip this step and just start marketing. But what they get is lackluster results. They may be getting some traffic, but those prospects aren’t engaging or converting. It’s not effective because there’s nothing meaningful for prospects to connect and engage with.
In today’s competitive environment, it’s the brands we like, trust, and find alignment with that get results.