Nir Raizes’ Post

Picture this: Your heart quickens at the sight of a shirt expertly paired with trousers in a shop window. Your pulse races when you slide into the sleek, new car model you've just bought. What's this magic at work? The power of BRANDING. Your favourite brands don't just sneak into your life; they resonate with you, creating an emotional bond that's as real as any human connection. It's more than just liking a product; it's about identifying with a brand and the feelings it evokes. Today's savvy consumer wants more than just utility. They crave a narrative, a reason why your product is the one for them. And this narrative doesn't just appear. It's carefully crafted by not just a marketing team, but an entire organization working in sync. Is investing in your brand worth it? Absolutely. It's not merely an expenditure, but a smart investment. One that could spell exponential growth if executed perfectly. As leaders, we're not in the business of merely making profits. We're here to serve people, a purpose, and to truly make an impact. Your brand could be the secret weapon that propels your business to the stars. So, pour your energy into developing it. Don't forget, people don't just buy products. They buy stories, they buy emotions, they buy BRANDS. Isn't it time you gave them an unforgettable one?

Why CEOs/Founders avoid brand strategists (It’s funny, really.) Here’s what they say: 1. “I’ve got it covered!” 2. “Why pay for advice?” 3. “I’ll Google it.” 4. “Branding is just a logo, right?” 5. “Strategists just complicate things.” 6. “I’ll do it next quarter.” These come from fuzzy thinking. Remember, your time (equals cash)...so... • Invest in your growth > Big returns • You don't have to fly solo • Learn what brand strategy is • It’s not just guesswork • Doing it alone? Rarely works Investing in strategy isn’t just smart; it’s essential for success. From my journey, I can tell you—it’s the smartest play. P.S. Want to simplify your strategy and amplify your brand? DM me "Strategy" and let’s make your brand unforgettable

The New Equation. I love this article from the HBR about brand building and performance marketing. Businesses only tend to only care about what they can track, and for many entrepreneurs and independent financial advisors – branding, sentiment, experience – these are too “squishy” for them to track, let alone care about. And yet, the biggest and best brands in the world care about them DEEPLY. But what if we could track their impact? Enter the new equation: brand equity. Emotions count for more than 90% of consumer decision making. Read that line again. We’ve learned from our own research that retirees care more about your dog than your industry credentials… because they have an emotional reaction to Spot. And because all business is done between two people and it’s done at the speed of trust. "Dog person" is easier to understand than 3-17 letters after your name. (But those matter too! It's just about WHEN they matter. After they already start to trust you.) You can’t afford not to care about your customer’s experience. The avatar for that experience? Your brand. I’ll tell any Advisor in the early stages of their business to focus on growing, building, active marketing. The best branded company that doesn’t do any business is no business at all. But there’s a tipping point – brand matters, and the metric to track is brand equity. https://lnkd.in/gM68x_5M

Brand vs. Strategy: Who's the Real MVP Driver? In the business arena, it's the age-old debate: which matters more, a killer brand or a rock-solid strategy? My take? It's like choosing between avocado toast or acai bowls – you need both. Think of your brand as your vibe, your groove. It's how people see you, feel about you, and interact with you. But here's the kicker: without the right people, your brand is just a lonely logo looking for love. And then there's strategy – the master plan, the roadmap to glory. But hey, even the best-laid plans can go off the rails without the dream team to execute them. So, who's the real MVP here? Spoiler alert: it's not the brand or the strategy. It's the people – the unsung heroes behind the scenes, turning your vision into reality. Next time you're torn between focusing on your brand or your strategy, remember this: invest in the people who get your vibe and are willing to ride the wave with you. Together, you'll conquer mountains, one quirky step at a time. 🚀

Social media is awash with business “gurus” and “experts” telling us how we should be doing business and the one I see most is about visibility. The trouble is no one is talking about how hard it is for some of us to be “visible”. I lived through a coercive relationship which made being visible for me feel unsafe. I still carry some of the wounds of “courting attention” and “putting it about”. I spent most of my 20s hiding in baggy clothes looking at the ground not attracting attention as that was the safest option. So the advice on being visible in business doesn't work for me, I've had to find my own way. This is just a reminder that the advice we see “to many” might not work for you and that's ok. You're not useless or not good enough, you're unique and need to find your own way either on your own or with 1:1 help. This isn't a sales post but bespoke 1:1 brand strategy should look at all of you and build a visibility and messaging strategy around who you are and how you work best. Most of all brand strategy should not be exclusively for the big corporations, it should be available to all businesses regardless of size and profit.

How important is branding? Well, Warren Buffett is pretty successful, right? So, it's telling that before making an investment, he looks specifically for companies that are brands. How does he do this?  He simply asks, “Can the company hold high margins and consistently raise prices?" In other words, do they have pricing power? If the answer is yes, then he says you have a brand. Makes sense if you think about some of his key investments such as Apple, GEICO, Coca-Cola and Kraft Heinz. These brands take their profits and re-invest them in marketing & innovation driven activities. Looking at this formalistically: Your marketing is the input. Your pricing power is the output. Take this one step further. Ask yourself, "What is your marketing input?" Companies need to understand that marketing is more than just promotion. Much more.  It's also pricing, product, and distribution. It's physical evidence, people and your processes. And, of course it is promotion that is delivered in a way that evokes emotion.  If you do all of these activities in a cohesive, customer-focused and consistent way, guess what? Your marketing will become a true, distinctive advantage. You'll capture the market and become a category leader. You won't be easily copied. Your growth horizon will be long. You'll have a deep business MOAT. Lots of sage insights from Chris Burggraeve (P&G, Coca-Cola, InBev) on Uncensored CMO hosted by Jon Evans. Big fan of both. Link to podcast in comments.

If you want to create something bigger than your current capacity, then it comes down to your ambition. Of all the people we’ve worked with over the years, this is the difference. There’s no quick fix to marketing that will replace the need for a business to have an inherent drive to grow. Brand and marketing exists to amplify what already exists in a business. 1,000,000 x 0 still equals 0. The most powerful opportunity for truly exceptional business growth is ambitious businesses multiplied by strategic brand and marketing.

In the world of business, marketing holds the power to transform ideas into realities, and mere unknowns into global sensations. It is the art of capturing attention, igniting desire, and creating a connection that resonates. Let your strategy be the unstoppable force that propels your brand forward, leaving a lasting impression on those who dare to embrace it.

Ah, the fascinating dance of Branding and Growth Marketing. In the grand orchestra of business, your brand acts as the conductor. It sets the tone, guides the rhythm, and brings every instrument - your products, your people, your reputation - together in a melodious whole. Yet, it's not a solo performance. Enter Growth Marketing, the skilled choreographer subtly commanding the dancers...and the audience. So, how does branding integrate into growth marketing? 🔍 • AUTHENTIC STORYTELLING 📚: Your brand is more than a logo or a tagline; it's your story. It's what your customers feel, think, and say when they use your product or service. Authentic storytelling can powerfully communicate your value proposition, pique interest, and ultimately breed loyal customers. • CONSISTENCY 🔄: Growth marketing tactics may change, but your brand remains consistent, creating a familiar and reliable presence in the chaotic marketplace. You're the rock amidst the turbulence; never underestimate the power of a consistent message. • DIFFERENTIATION 🚀: In a sea of options, why should customers choose you? A strong brand sticks out from the crowd. Your unique selling proposition