Video Transcription
Ryan Tansom: And like, I think where people get lost is they just got sold that like this one tool is like the solution to the whole customer journey. And it’s just so wrong and it’s paralyzing. When you think about, like you said, like, what is there a million probably SaaS tools that all fit somewhere in that customer journey.
Jennifer Zick: Yeah, yeah. I’ve written extensively about these kinds of topics on our website and on our blog over the years. Because there absolutely is a lot of snake oil and pixie dust being sprinkled out in the market with technologies and tactics being promoted as some kind of silver bullet solution to building your business and your brand. And they’re simply not.
There’s a couple key truths that business leaders need to keep in mind. First of all, you cannot outsource your brand. You know, a brand is bigger than a logo and a color palette. It’s bigger than demand gen. It’s bigger than creating leads. Brand is the experience that every single stakeholder has with every single touch to your business. So it matters. Your brand is part of your prospective employee experience. It’s part of your customer experience. It’s part of your investors experience with your company. Right. Brand covers all of that.
So there are very powerful tools and tactics that can support and lift your brand. But like what one of my prior coworkers used to say, if you just turn on all of this brand, all of this market and the toy tech companies.
Ryan Tansom: Yeah, I love that word.
Jennifer Zick: That’s one of my favorite words. I feel like I invented that word. I probably didn’t.
Ryan Tansom: I’ll give it to you.
Jennifer Zick: Okay, thank you. I’ll trademark that one too. But you can turn on all the stuff. But if your brand’s not strong and your message is not strong, you’re just going to make your message suck faster to more people. And do you know what that does? That erodes your brand. That erodes trust. It erodes the experience.
So I’m 100% with you. And it doesn’t hurt that I started off in sales before I ever became a marketer and now I’m back to sales again. Whether you’re B2B or you’re B2C, you’re human to human in how your brand is experienced. And so too many companies have lost track of that and they’ve tried to automate and process and just throw ad dollars at and outsource marketing activation.
You cannot outsource your brand. You have to own it, shepherd it, and integrate everything that does that goes behind it to power it.
Watch the full episode of the Intentional Growth Podcast here.
