The importance of brand building is regularly overlooked.
I’ve heard overly optimistic entrepreneurs stating that their idea was so good, that they just needed to “turn on the marketing” for guaranteed success.
Needless to say, I’ve never come across a business that found branding success by simply “turning on the marketing”.
For any marketing tactic (let alone strategy) to have success, it must be finely tuned to the brand it represents.
The more accurately tuned marketing and branding are, the more likely
the right message will be delivered
to the right audience
with the right method
Only when a business can achieve these things can the build an actual brand that will grow over time.