3 Ways Brand Influence is Changing Marketing
Branding and marketing have long been intertwined. Often interchangeable and sorely misunderstood, branding is about the feeling you create within your audience's mind and the strategy you build to support that feeling, whereas marketing is how you grow that feeling through tactics and measurable outcomes. The brand is the show and marketing is the promoter. They coexist to support each other but they are not the same.
Why Human Connection Is at The Core of Compelling Brand Content
While we may be spending insane amounts of time in “content creation/consumption land”, we are highly selective, guarded even, of anything that feels sales-y or not relatable. As these numbers continue to grow, the need for purpose-driven, relevant and valuable content will follow, narrowing our margins for error even more. How do we connect, like truly bond, with our communities and what does that even mean? Well, we likely know how to bond with people, right? Taking inventory of your personal and professional life, there are certain people’s voices that speak louder than others. What is it about them that resonates with you at a core level? Is it their values, are they inspirational in some way, do they make you laugh and brighten your day, are you constantly learning from them? The answers to these reflect your level of connection, the investment you’re willing to make in time and attention, and the depth of care you have for who they are and what they mean to you in your life.