What Comes First: The Brand Or The Marketing Campaign?

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Creating a positive first impression in business is one of the essential steps to climb the ladder to success. However, a first impression is the combination of a variety of factors. Figuring out which are crucial to achieving your goals can be challenging. 

It comes back to the eternal question: Which came first, the chicken or the egg? What creates a positive first impression, your brand or your marketing strategy? Ultimately, your brand and your marketing are two different things that are connected but not interchangeable. To establish yourself as a business people want to work with, you’ll need to focus on three main elements: 

  • You need to be seen or heard;

  • You need to be unforgettable;

  • You need to be trustworthy.

Understanding those can help you define which of the figurative egg or the chicken comes first. 

You can’t be heard if you can’t be found

There is no secret. If you need to get your business noticed, your priority is to make sure that it can be found. If you have no digital presence, you can’t expect to be heard or seen. That’s precisely why you need digital marketing skills to establish your first impression. Reaching out to experts, such as a digital marketing company that can provide dedicated services can be a game-changer. Search engines play a significant role in not only indexing but maximizing your brand visibility. Users can rapidly associate your business with their needs, thanks to quality SEO and PPC activities. Managing your social media presence is also crucial to your search engines visibility and your digital brand awareness. These act as a ground base for a positive first impression. 

You can’t be memorable if you’re too complex

Once your audience can see you, they need to be able to understand your message. That’s where your branding strategy comes into play. Your brand conveys an overview of your values and business personality. It needs to be in sync with your product or service offer, for instance, maintaining a sense of consistency between your appearance and your message. One of the most costly branding mistakes that can make you forgettable is a convoluted logo visual. The more complex you make your business appear, the more people tend to ignore it. 

Alison Morgan