Macro vs Micro. Get your marketing right...
Some people wanna sell you and others just want you to feel warm and fuzzy about them. The smart one’s want both. Ever notice that? Let’s be real. Everyone is in sales. From one extreme to the other, everyone implores sales habits throughout the course of their day and definitely throughout the course of their career. So how do some find longevity while others fade quickly? Sales professionals or otherwise? I think the difference lies in the definition and understanding of branding vs advertising.
I was just having a conversation with my team around the difference between the two. One of my team members was working on a social media profile and asking about what type of work history to include and how to describe it. That’s what spurred the discussion and the response I gave inspired this post. So lets look at our company and how we focus our messaging as an example.
The Motown Property Group “brand” is designed to invoke familiarity. The colors, concepts, and imaging are all specifically chosen to allow people to feel comfortable when they encounter it. From what we say to how we behave in the marketplace. All of this is part of our brand. In other words, our brand is the lump sum of what people feel and say about us as they relay their experiences with our company to their family and friends. Keep that in mind as you are continuing to build yours.
Advertising, on the other hand, is designed to elicit a specific response to a message. “20% off fire sale on all loveseats and lounges with 0% financing till 3018!” You don’t get much more specific than that. Advertising plays a key role in marketing. Don’t get me wrong. I’m not trying to demonize one and praise the other. Businesses exist to make money and in order to have an effective marketing campaign, I believe you need to have aspects of both sprinkled in. The point is, though, that these two aspects are very different things and people often get them confused.
Think of it this way. The feel of your brand should reflect the macro and your advertising should reflect the micro. Gary Vaynerchuk is famous for preaching this mantra, “Patience macro, action micro.” It’s the same thing. Make your branding decisions for 30 years from now and design your advertising strategy to ask for a response now.
It’s my belief that intertwining the two sets one up for longevity. We just need to choose wisely.