How to Level Up Your Brand on a Budget.

JULY 05, 2024
KEVIN DEAN

A lot of our clients are being asked to do more with fewer resources, and Gartner is noticing the same trend. Their survey reveals 71% of CMOs believe they lack the sufficient budget to fully execute their marketing and branding strategy. Here are four ways teams can think more strategically about their branding and marketing efforts, become more distinct, and implement more tactically.

LET'S GET STARTED.

1. CLOSELY CONNECT MARKETING AND BRANDING EFFORTS WITH BUSINESS GOALS.

This is a challenge for many organizations — often because it's the step that gets skipped or disappears after an annual planning session. Spend time brainstorming strategies and tactics that will support your business objectives. Map out a clear plan, assign projects, and establish a system of regular check-ins to gauge progress. You'll be surprised by the clarity you find.

2. BETTER UNDERSTAND YOUR CUSTOMERS' JOURNEY.

The buying process has changed across many industries. Consumers engage with information in new and diverse ways. The way we deliver content should evolve, too. Ensure you are providing value to your audiences at each step of the journey. You may find the way your industry has always done things is different from the way forward.

3. REFINE YOUR BRAND'S VALUE PROPOSITION AND CREATE CLEAR FOCUS AREAS.

The world is cluttered with options and noise. To stand out, you must resonate. Ensure your high-level brand messages and offer area messages are authentic and provide unique value to your audiences.

4. SET KEY TACTICS.

There are seemingly endless marketing tactics and channels. With limited resources, you must put your energy where it matters most. Identify what's working for you, optimize it, and do more of it. Resist the urge to chase trends and new platforms. There aren’t resources to dabble. Be disciplined and focused on what's working and building a foundation that will last you long-term.

It's easy to feel overwhelmed. But with the right approach, you can be more effective with less and turn constraints into opportunities.