Tom and Curtis are joined by April Martini, co-founder of Forthright People, who specializes in brand strategy, to discuss the importance of branding and brand strategy in driving successful lead generation. They emphasize the need for companies to go beyond lead generation and focus on building a strong brand that resonates with their target audiences. Tune in to hear them explore the need for ongoing brand evaluation and adaptation to stay relevant in a changing market.
Takeaways:
✔Companies that focus on brand strategy in addition to lead generation are more successful at converting leads.
✔Brand strategy involves understanding the target audience, differentiating from competitors, and communicating the unique value proposition.
✔Nonprofits face unique challenges in brand strategy due to multiple stakeholder groups and the need to communicate their mission effectively.
✔Active listening and customer insights are crucial in developing a compelling brand message.
✔Brand strategy should be revisited regularly to adapt to changes in the market and maintain relevance.
AUDIO PODCAST EPISODES ON SPOTIFY:
https://open.spotify.com/show/5Qxv2Vr2lCPmhM4aiF3KAN
PODCAST EPISODES ON YOUTUBE:
https://www.youtube.com/@collideascope5357/podcasts
Check out the Marketing Smarts podcast: https://forthright-people.com/resources/
STAY CONNECTED
Learn more about Forthright People | https://forthright-people.com/
Creative Mill | https://www.creativemillco.com/
collideascope | https://collideascope.co
Bullhorns & Bullseyes | https://bullhornsbullseyes.com/episode-27/
April Martini | https://www.linkedin.com/in/april-martini-3197644/
Tom Nixon | https://www.linkedin.com/in/tnixon16/
Curtis Hays | https://www.linkedin.com/in/hayscurtis/
00:00 Introduction
06:17 The Difference Between Lead Gen Only & Lead Gen Supported by Branding
09:01 The Importance of Active Listening in Brand Strategy
12:23 The Role of Branding in Nonprofit Organizations
18:24 The Impact of Branding on Conversion Rates
22:01 Avoiding the Pitfalls of Mimicking Competitors in Branding
26:46 The Frequency of Revisiting Brand Strategy
30:19 The Unique Challenges of Branding in the Nonprofit Space
36:43 The Longevity and Adaptability of Brand Strategy