Money Can't Buy You More Customers

A lot of brands come to me thinking that if they throw enough money at running ads, business will instantly pick up. That is so far from reality.

Especially on Facebook and Instagram ads, your organic audience matters!

Boosted and paid ads are still a crucial component, but only if you've first done the leg work of building up a highly-relevant following and trained the algorithm to show your content (and ads) to the right people.

It all starts at the very beginning, with branding. The foundation of any successful business or organization lies in its brand identity, which encompasses a variety of elements that collectively create a memorable and recognizable presence in the marketplace.

Do you have brand colors? The selection of brand colors is not merely a matter of personal preference; it involves understanding color psychology and how different hues evoke specific emotions and perceptions. For instance, blue often conveys trust and reliability, while red can evoke excitement and urgency. Choosing the right palette is essential as it will be used consistently across all marketing materials, influencing how your audience perceives your brand.

Do you have a logo? A logo serves as the visual cornerstone of your brand identity, acting as a symbol that encapsulates the essence of your business and plays a key role in brand recognition. It should be distinctive, versatile, and meaningful, reflecting the values and mission of your organization. A well-designed logo can create a strong first impression, and when used consistently, it helps in building brand recognition and loyalty among consumers.

Do you have a well-established cohesive look? This refers to the uniformity of visual elements across all platforms and materials, including your website, social media profiles, packaging, and promotional materials. A cohesive look ensures that your brand is easily identifiable and creates a professional image that instills confidence in your audience. Consistency in fonts, imagery, and overall design style reinforces your brand identity and helps to create a seamless experience for your customers.

Have you communicated your brand story? Your brand story is the narrative that conveys who you are, what you stand for, and why you do what you do. It encompasses your mission, vision, and the values that guide your business.

Effectively communicating your brand story helps to forge a deeper connection with your audience, allowing them to relate to your brand on a personal level.

This narrative can be shared through various channels, including your website, social media, and marketing campaigns, and should resonate with your target audience, inspiring them to engage with your brand.

These elements matter so much when trying to get your brand out there in a significant way. They form the building blocks of your brand's identity and play a crucial role in differentiating you from competitors. In a crowded marketplace, a strong brand presence can lead to increased visibility, customer loyalty, and ultimately, business success. Investing time and resources into developing a thoughtful and strategic branding approach can yield substantial returns, as it lays the groundwork for all future marketing efforts and establishes a lasting impression in the minds of consumers.

And that's just your brand identity. What are you doing aside from ads and boosted posts to create brand awareness? This is where regular social media posting is crucial. Forget the sales! Let me repeat that...forget the sales!!

Focus on what you're putting out there and how it's connecting with your ideal buyer.

Of course brand identity and brand awareness can fizzle out during the buyer's journey without enough touch points. Social media is one way to maintain that contact. You can also use emails to create touch points with potential customers. in that instance, it's best achieved with emails of substance for the buyer, not emails trying to sell them something.

If you're starting to notice a pattern, good! The pattern is that

the less you try to sell, the more likely you are to make a sale.