Art meets psychology in brand-based marketing. (Yay, psychology.)
"Isn't branding just a waste of time? Let's get right in and start marketing!"
A common question. First, let's assume that you and I both have the same understanding of What Brand Really Is, namely: The one way your core customer should feel about your business. (Yes, we wrote that. It didn't just come out of some overpriced handbook by a self-proclaimed marketing guru with pictures of himself grinning in front of a private jet.)
If we agree on that understanding of brand, then you know your brand is based on an in-depth understanding of who your one, well-defined core customer really is. Your brand is about what matters to her and why.
And without brand, it's hard to matter to her on any meaningful level with any consistency. A well-crafted brand matters, and it gives you The Power. The Power is about emotional resonance. Emotions are key. All decision-making requires input to the emotions.
Science has even proven this. Damage your brain's emotional center, and you become incapable of making even simple decisions. Your life goes off the rails. "Should I get married or just have that Big Mac? Do I really need shoes today? Sure, I can go to work wearing only a dickie!"
Decisions are made emotionally--including buying decisions. Yes, after making a decision, we each trot out the facts ostensibly leading to that decision. But it all begins with how a buyer feels about you and what you sell. Determine your brand, and you have framed the art of all your marketing communications. Everything you do gains a laser focus. And your brand becomes a familiar and welcome part of their life.
Slow Burn specializes in giving all business owners access to big-business branding strategies. That means marketing the right way, from the brand up. That way, all advertising grows from that one, distinctive, emotionally combustible core. Interested?