Communication in the Branding Process

What is branding and marketing, really? Maybe a better question is ‘how easy is it to get branding wrong?’ We see it all the time. So, how do we get branding right?

Folks tend to think about marketing the same way they talk about dating or relationships. Good marketing, like good communications is all about managing our differences, not our sameness.

If I show up on a first date and talk about me, me, me, and do so in terms that only I understand, guess what? The chances of a second date are slim to none.

The way we communicate as marketers should be no different from how we converse in our personal lives. We are curious about the people we care about. We seek to understand their needs and concerns. We listen to the language they use and try to respond in the same vernacular.

What dating and marketing have in common is caring about real people and the issues that matter to them. How we communicate really matters.

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