The brand falacy

Hey There,

Today I want to give out my raw thought on brand building and the role it plays in making Facebook ads.

I feel it’s outrageously foolish of any individual to think that they can quote-on-quote build a brand.

Anyone who is trying to do so is just imposing their idea of their company that they have built in their imagination which is not the reality on their customers.

So what am I proposing here, don’t try to build a brand at all?

No let’s not look at this in a black and white manner and focus on the grey area.

For example, coca-cola has a brand of a drink that is enjoyed with the family and loved ones in situations of sharing happiness.

Has coca cola been selling with this identity from day one? No

There was a time when they though selling it as a solution to headache and nausea was a better way to position the product in the market.

As the infamous Marty Neumeier says,

Brand is not what you say about your product or business, it is what the people say about it to other people about the product or a business.

When it comes to Facebook ads the best way to have a brand is to acquire it from what the people are saying about your product.

You don’t need to build a hoax about what your brand is.

I would rather appreciate business owners to follow this process:

Stage 1: Facts based marketing

Use facts that are true about your product to market your product. This allows you to get early adaptors for your product.

“But everyone talks about the same facts - how do I stand out?”oco

You haven’t done deep enough research about your product. Trust me there are at least 7 facts about you same product that no one is talking about.

The market is full of amature marketers who “see what the competitors are doing” and blindly copy them.

Be the one talking facts no one has even come near.

“see what your competition is doing” not to copy them, to avoid it and be different.

Stage 2: Start building a community

The best way to do this is be using Facebook groups. Build a facebook group and start adding people to this community right from the early days.

This will be your source of some of the most fruitful insights as you scale and the brand grows bigger.

Do surveys and keep engaging with them to know what they like the most about your product and your company.

Find the top 3 reasons why they keep buying your product repeatedly. Do the same with your cold social community.

Read all the good reviews that you get on your products.

Use engagement tools like story pools, social live sessions to get real-time feedback and praise from your customers.

Don’t be flattered by the praise, collect it like you are collection data - make a excel sheet of it.

Stage 3: Summarize & conclude.

For this stage the first condition is the data needs to be big enough.

Do this ideally after 1.5 to 2 years of consistently doing the community engagement, story polls, lives, direct feedback from customers. & reviews.

One all that is entered in an excel sheet just apply a filter and find the most repeated praise that you have got from customers.

There you have it. That is your brand!

That is the biggest problem you solve for the customer.

You might be surprised by how different it is over what you want to build the brand as.

Now start positioning yourself as the brand that your customers say you are.

There is a 5% chance that your campaigns will ever fail again.

One you have found it the most important part is don’t stop repeating the three stages.

You will keep finding new reasons why they love you.

So you will be prepared for the next brand re-fresh way before anyone thinks of it.

Ps: Don’t turn into a narcissist and stop innovating after bombarding yourself with all the parise you are receiving, it is just data and will probably change in the next 5 years.

If you are looking to work with a Facebook ads agency for the long term and want them to use such well informed marketing strategies to scale Facebook for your brand, book a strategy call with me - https://www.getdiskovered.com/

If you made it till here,

Really appreciate your time.

Thanks,
Kaustubh