For those of us knee-deep in the brand marketing world, we know just how important it is to the overall health of a company or organization. In a time and era when filling the top of the funnel continues to evolve, having a strong brand marketing plan and strategy is as important as it’s ever been. Now, thanks to the online world, and social media extensions, great word-of-mouth marketing is available to everyone – even on a small budget.
Perhaps the greatest enemy to great brand marketing is the lack of patience to let it play out. Because all of us are in a hurry to show its value, sometimes businesses lose patience and try to rush it. This is where I draw the analogy, and make the case, that brand marketing is like baking a cake.
How you ask? Here are the 3 ways brand marketing is like baking a cake:
- You Need a Great Recipe: Just like baking a killer cake, to fully bake a brand marketing strategy, you need a recipe. With the availability of great, free, and enlightening content, just about anyone – small businesses and large – can chart a course that helps them build a great plan and roadmap. Without the directions, the waypoints, and the steps to building it, you will soon find yourself off the path.
- You Need to Follow the Steps – Exactly and in Order: Too often in baking and in brand marketing, the rush to market hurts the cause and many organizations skip a step. Imagine baking a cake and doing so skipping adding the sugar or adding the flour. What would happen? A mess and a cake that doesn’t taste very good. With brand marketing, you can’t skip ahead to execution of a great content strategy or social interactions until you have the right message. It’s a process and you have to commit to doing it the right way.
- Baking Takes Time and the Right Temperature: So yo’ve got a great plan/recipe and you’ve got all of the ingredients and you’ve followed the directions: now you just bake it and you’re done, right? Not exactly. Baking sometimes takes experimentation and trial and error. So does brand marketing. You’ve got all the ingredients and a great plan, but sometimes things don’t go how you planned. You need to continue to find the sweet spot and let it play out. You’ll encounter failure and success. Dial it in and your cake and branding will rise as you want it to. Don’t be afraid to try things and fail.
Great brand marketing many times looks so perfect and flawless in its execution that sometimes we forget – and as bakers know – that the best products often are found through failure, trial and error, and patience. Like a great cake, brand marketing may look fantastic when it’s done and ready to eat, but the work – and discipline – to get it right takes time. Give yourself and your organization the time you need to get it right. That’s not an excuse – that’s a recipe for success.