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Tuesday Thoughts

Here we post and share our thoughts and other recourses that we think you might be interested in as a business owner or future entrepreneur.

Should you focus on one or the other?


Achieving success in marketing requires a strategic blend of performance and brand marketing, each offering unique merits for short-term revenue and long-term brand growth.

 

But keep in mind before embarking on any marketing initiatives, founders and business owners must prioritize the development of a robust brand identity and align their visuals with their brand character. Without a clear understanding of who you are, where your audience are to be found, and how to communicate with them, any marketing effort becomes a wasted investment.


Picture source: Pexels.com


In this blog post, we delve into the core of both Performance Marketing and Brand Marketing and how both strategies can be combined for optimal results.


What is Performance Marketing and what are the pros and cons?


Performance marketing adopts a data-driven strategy to target customers and drive sales. Leveraging various digital channels, including PPC (Paid Per Click) advertising, social media, influencer marketing, email marketing, ad retargeting, and SEO, it delivers immediate and trackable results. The digital nature of performance marketing enables data-driven optimisation, such as split testing in email campaigns, to enhance overall effectiveness.


  • Pro: Works throughout the customer's journey, converting interest into sales. For example, sequential storytelling through emails can guide leads from the top to the bottom of the funnel.

  • Con: Requires unique ads for each stage of the customer journey, contributing to ad spend uncertainty and difficulty in measuring the impact of top-of-funnel ads.

  • Pro: PPC campaigns offer a direct connection between ads and purchases, allowing for precise measurement and adjustments based on real-time data.

  • Con: PPC advertising can be expensive, particularly with high-cost keywords, leading to a quick depletion of the budget, and the results are short-term.

What are the pros and cons of Brand Marketing?

Brand marketing centers on cultivating enduring relationships with customers, targeting the total addressable market (TAM). While challenging for performance marketers due to the lack of a direct data connection, brand building focuses on long-lasting impact. Tactics include consistent branding across channels, customer-focused apps, enhanced customer service, social media engagement, and multimedia advertisements.

 

  • Pro: Builds strong brand recognition, making your company more appealing to buyers who prefer products from trusted brands.

  • Pro: Long-term brand awareness leads to sustained business success. While it takes time, the results are enduring, creating a trustworthy brand name.

  • Con: Difficulty in pinpointing the exact element contributing to success, making it challenging to replicate results in future campaigns.

  • Pro: Brand marketing can also boost short-term results, contributing to both immediate and long-term business success.



One strategy isn’t better than the other, by integrating the immediacy of performance marketing and the longevity of brand marketing, you get a powerful approach for both short-term gains and sustained brand growth.



Finding the right Balance is the key.


McKinsey points out that the industry has developed a dual personality, relying on both traditional and data-driven approaches. Focusing solely on one strategy can lead to a skewed perspective, such as a brand marketing plan overlooking valuable opportunities. Combining brand marketing and performance marketing within your channel strategy, as recommended by McKinsey, has shown to yield superior results.

 

According to McKinsey, it's time to shift from the dichotomy of performance marketing vs. brand marketing and instead strive to find the right balance. Researchers Binet & Field contribute valuable insights, suggesting a balanced allocation of resources with a 60-40 rule — spending 60% on brand building and 40% on performance marketing campaigns. While the exact ratio may vary across industries, this approach underscores the importance of integrating both strategies for maximum effectiveness.


In essence, the key takeaway is that a full-funnel approach, harvesting existing demand through performance marketing while simultaneously planting seeds for the future through brand building, is vital for sustained business success.


Do you want to know more?

Are you interested in knowing more about Performance Marketing and how our team of strategists at See you next Tuesday Studio combine both strategies? Or are you interested in learning how you can implement our approach?



Visit our website here and book a free consultation call.




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Whether you're aiming for a new job, seeking a promotion, or navigating the complexities of personal relationships, your success hinges on your ability to make others recognise your unique value.






Everyone has a reputation. It's what people think of you based on your actions, how you communicate, and the relationships you build at work. Imagine if you asked your colleagues to describe you—they might mention your warmth and collaboration skills or that you sometimes run late but excel at prioritizing tasks. Your reputation is essentially the opinions others form about you from your everyday actions.


Now, your personal brand is a bit different. Unlike your reputation, it's intentional and crafted by you. While your reputation is about credibility, your personal brand is about how you want people to see you and the values you want to showcase.


The good news is, you have the power to shape your personal brand. By aligning your intentions with your actions, you can change your decisions and behaviors to influence how others perceive you. This isn't just about creating a positive image; it's about making a connection—both emotionally and intellectually—with the image you want to portray. When your personal brand aligns with the opportunities you're after, you're more likely to achieve them.


In the Harvard Business Review article, "A New Approach to Building Your Personal Brand," Jill Avery and Rachel Greenwald shed light on the intentional and strategic practice of creating a personal brand.


Let's explore the seven steps they outline to help you craft a compelling and authentic personal brand that resonates with others.

 


1. Define Your Purpose.


The foundation of a strong personal brand lies in a clear understanding of your purpose. Explore your mission, passion, and strengths, and consider whom you want to make a difference to and how. By defining your purpose, you set the stage for a brand that reflects your authentic self.


2. Audit Your Personal Brand Equity.


Take stock of your personal brand equity by cataloging your credentials, conducting a self-assessment, and researching how others perceive you. This step is crucial for understanding your current standing and identifying areas for improvement.



"Your personal brand is not just what you say; it's how you carry yourself in every social interaction"



3. Construct Your Personal Narrative.


Crafting a compelling personal brand involves telling your story in a way that is memorable and resonant. Identify key stories that convey your brand effectively, highlighting your unique experiences and accomplishments that set you apart.


4. Embody Your Brand.


Pay attention to the messages you're sending through your actions, ensuring they align with the image

you want to portray.


5. Communicate Your Brand.


Once you've defined and embodied your brand, it's time to communicate it effectively. Utilise various channels such as speeches, social media, and the press to convey your brand message authentically and consistently.


6. Socialise Your Brand.

Leverage the power of influential connections to amplify your brand. Get key individuals to share your stories, expanding your reach and reinforcing the positive perception of your personal brand.


7. Reevaluate and Adjust.

Building a personal brand is an ongoing process. Conduct an annual audit to identify any deficits that need addressing and strengths that can be further emphasized. Regular evaluation ensures your personal brand remains relevant and impactful.



Are you ready to get started?


Discovering and showcasing your personal brand is an exciting journey that goes beyond just managing how you're seen; it's about highlighting your unique skills. Follow the seven strategic steps outlined by Avery and Greenwald to become a pro at personal branding.


Download our Personal Branding Template and Audit at See You Next Tuesday. Your intentional brand starts now, and the team at See You Next Tuesday is only one click away, offering a free 30-minute consultation call to help you shape a compelling story for your success. Boost your presence; click here to download the template and kickstart your transformative journey!




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Updated: Jan 18

Entering the consumer market is a significant step for any company, and the key to success lies in the careful development of a robust brand strategy.


Just like a person's character defines who they are, a brand's identity is at the core of its existence.

This identity, consisting of the brand's character and the tangible visual elements, plays a pivotal role in shaping consumer perceptions and establishing a lasting connection.


With this post I want to talk about the process behind Brand Strategy and specially the importance of starting with brand strategy when companies make their foray into the consumer market.


Brand strategy: The foundation of success.

Brand strategy is the blueprint that guides a company's interactions with its audience. It goes beyond mere marketing tactics and sets the tone for the brand's long-term goals. Before designing logos and choosing colors, a company must first define its brand strategy. This involves understanding the target audience, identifying unique selling propositions, and crafting a compelling brand story. A well-crafted brand strategy acts as a roadmap, guiding all subsequent brand-related decisions.














Brand Identity: The Character of your brand.

Brand identity is the sum total of how a brand looks, sounds, and behaves. It is the personality of the brand, reflecting its values, mission, and promises. Just as a person's character influences their relationships, a brand's identity shapes how it connects with consumers. Without a well-defined brand strategy, the brand identity lacks direction and may appear inconsistent, leading to confusion among consumers.


Visual Identity: The External Expression of Character.

Brand identity is the sum total of how a brand looks, sounds, and behaves. It is the personality of the brand, reflecting its values, mission, and promises. Just as a person's character influences their relationships, a brand's identity shapes how it connects with consumers. Without a well-defined brand strategy, the brand identity lacks direction and may appear inconsistent, leading to confusion among consumers.


Humanizing the Brand: A Parallel with Personal Identity.

To illustrate the relationship between brand strategy, brand identity, and visual identity, we can draw a parallel with human characteristics. The brand identity represents the character, reflecting the brand's values and personality. Meanwhile, the visual identity acts as the physical appearance, providing a tangible and memorable representation. Just as a person with a well-defined character and a distinct appearance stands out, a brand with a cohesive strategy and visual identity commands attention in the consumer market.




Building Trust and Loyalty is the key:

In the competitive consumer market, trust is a valuable currency. A well-executed brand strategy fosters trust by creating a consistent and authentic brand identity. When consumers can easily recognize and relate to a brand, trust is established, leading to increased loyalty. Consumers are more likely to choose a brand they trust, and a strategic brand approach ensures that trust is earned and maintained over time.


The importance of starting with brand strategy when entering the consumer market cannot be overstated. It forms the foundation for a strong and memorable brand identity, shaping how a brand is perceived by consumers.


By investing time and effort into crafting a comprehensive brand strategy, companies can create a lasting impact, build trust, and establish a strong presence in the competitive consumer landscape. Remember, just as a person's character influences their relationships, a well-defined brand strategy influences the success of a brand in the market.


Are you interested in developing your brand strategy?

Visit our Website Seeyounexttuesday.studio and book a 30 minute free consultation call.






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