Is brand building actually good in marketing?

(The truth that no one tells you)

Talk to any business owner  who has had a bad experience with a marketing service. Ask them:

What happened with the company that was supposed to create ads to bring you more customers? Did the ad perform well?

I bet that 8/10 times they are gonna tell you this: no new customers but they did a lot of brand building

What you mean?

Yeah they told me that the ad didn’t bring more customers, but the brand building and awareness was very good and will bring me a bunch of customers in the long term.

Dear reader, this is absurd, but it's quite common. 

You don’t see the problem? I see it and is very obviously 

Nobody is gonna survive, pay the rent, pay the food with brand awareness 

Business owners need leads, traffic, new customers, moneyyyy

If ads don’t bring money is a failure, brand building is almost impossible to measure. But profit is impossible not to measure.

No profit? Fail ad

Good profit? Successful ad 

Bad marketers all the time excuse their failed ads or marketing campaigns by claiming they worked hard on brand building and marketing awareness. 

And the worst part is that many business owners believe them.

I encourage you to ask that business owner how well they managed to sleep well that month after being bankrupt because of their brand building money burn campaign.

LISTEN TO ME BUSINESS OWNER:

no one will stop you on the street because people recognized your  business from the brand building efforts.

It's true. Don't call me crazy. For all the money lost at the very least, I would expect people to stop you on the street recognizing your brand.

But they won’t, you didn’t give them enough value so they are interested in your brand.

This is sincerely mind-blowing, and yet there are people who believe in this. There are marketers who defend it, and marketers who still use this excuse 

They go to small businesses, do an analysis, and talk about  brand building when the business can't even turn a profit to pay for their website hosting.

You're telling me that you're going to make a business burn thousands of dollars on marketing focused on letting people know it exists, without offering them anything or making any profit, when that business isn't even worth a cent?

Again, mind-blowing.

The only thing that does is smear the image of the entire marketing community and true marketing experts who genuinely do good work.

Folks, don't get me wrong. I'm not against brand building. But it is a cancer to today's marketing, and again, not because it's bad, but because it is used so poorly. 

It's like trying to eat soup with a fork and a knife.

Sure, they work, but not for that purpose.

And now you might contradict me by mentioning big companies like Pepsi, Monster, Red Bull, which do a lot of brand building.

My friend, all these companies have so much money that spending a few hundred million more doesn't hurt them anything

Rather, it does them a favor by removing a few zeros from their account to better understand.

Also, if you look at the history of the early stages of these brands, all of them focused on selling. This is what you should focus on as a business owner.

At the beginning, you need to sell, you need to be profitable. You can't waste your money.

Instead of approaching a customer and saying, "Look, this is my brand," 

Go and say, "Look, you have this problem or desire. I am the best to solve it for you at this price, this quickly, and these are my guarantees."

After providing value to that customer, they will recognize your brand for life

And not only that, they will recommend you and ensure their close ones are aware that your brand exists. 

In summary, this is how you get branding done for free.

Focus on selling and providing value, and you will be remembered forever.

However, if you just go around telling everyone, "Look, this is my brand," you'll end up being the annoying person who just wants to be known without doing anything valuable.

If you don't believe me, try it and see. I bet you'll come back to read this and regret not listening to me.

If you do want to listen, send us an email at arlylago@realsyncmarketing.com and write "Selling is brand building," and we will get back to you with a free marketing analysis to ensure your business grows without the need to spend tons of dollars just trying to be known. Instead, you'll make money and become even more known.