Having worked in advertising for many years, and most recently at the agency level, I've noticed something in common with many of the clients and organizations that I work with…they all want to teleport.
Now hold on.
Where did this take a turn towards physics? Let me explain.
In the marketing world, we often talk about the ‘Buyer’s Journey.’ It’s the path customers take to become aware of your brand, consider buying, and then decide on your brand over another. This path looks different for every organization and product - some have long journeys that take months or years (buying a house), while others take place in seconds at the check-out line (purchasing a candy bar). Regardless of the journey length or product, every customer goes through it.
This concept sounds well and good and makes sense on paper. The problem is that many businesses want to ignore the first two-thirds of this journey and skip…or teleport…to the end where more people are buying their products. I get it - I want that too. But it’s not how things work, and even with digital marketing tools, there isn't a quick fix.
Building a brand is hard. Building a brand that customers trust and get excited about is even harder, but it’s vital. For instance, let’s say you see an ad for a brand new running shoe that claims to be revolutionary and uses groundbreaking (pun intended) technology. But, it’s sold by a company called “Crystal Shoe Co.” How likely are you to consider this product? Probably not very likely. But, let’s say Nike makes it. Now you’re interested! Why? Because Nike has, over the course of 50+ years, built a brand that customers trust and get excited about. So much so that people camp out to grab the latest release from Nike and Jordan. That’s what top-notch branding looks like when customers have extreme confidence in your brand.
So, you can’t teleport through the buyer's journey. Bummer.
But what can you do?
First, create a great product. It always starts here. Without a great product, you will be fighting an uphill battle…and the market is rarely tricked. Build a brand around a great product that people want, and you’ll start generating a customer base. Once you have momentum, then you can scale and start guiding more and more customers through the journey!
Also, have realistic expectations. Dream big and shoot for the moon, but don’t expect to become the next Uber overnight. As the saying goes, Rome wasn’t built in a day. Have patience, hone your product, and listen to your fans - these go a long way in developing a brand that people get excited about.
Teleportation isn’t possible, but growing a great brand is – you only need a good product, hard work, and a little patience.
Do you have a great product but need help scaling? Get in touch!