Branding Experts & Platform Wizards
The two essential talents needed to succeed in marketing today
Branding Experts bring top-level strategic thinking. Platform Wizards possess granular social media understanding. These are all-encompassing skills that cover pretty much everything a brand will ever create. Let’s break them down.
Branding Experts
•Experienced strategic experts help define a brand’s unique space in the world, craft its most unique message, and define how it differs from the competition by understanding the totality of a category.
•They make sure a brand stays true to that vision when everyday forces try to knock it off course. Like new people who regularly arrive looking to make impact irrelevant of existing brand equity. Or others who chase the lure of shiny tools regardless of brand vision.
•These experts understand branding is the cumulative effect of all ads, not the individual effect of each.
• Without these brains, communications become a litany of random one-offs that will each struggle to stand out from the massive proliferation of executions being dumped into the world each day that will only accelerate 10-fold with Ai.
•Branding Experts ensure a relentless consistency, feed the top of the funnel for new customers, reaffirm that loyal customers are doing the right thing, and keep them buying over and over again by making people care about the brand.
Platform Wizards
•These modern day magicians spend an unhealthy amount of time on social media platforms, so they live and breathe every trend, pattern, creative nuance, and how it can best serve the brand.
•They find, target, and customize audiences, so a brand is relevant to the right person at the right time with the exact right message, using all the latest tech to stay ahead of the competition.
•They understand the difference between paid and organic and maximize the power of each.
•Without these wunderkind you can have all the strategy you want, it just won’t land. And know this, all the dollars pouring into social marketing aren’t going anywhere.
•Platform Wizards ensure random surprise, refuse to be ignored, and force people to pay attention again and again, a monumental achievement in our nano-second-attention-span world.
One without the other doesn’t do it.
If you focus too much on branding alone you have a great point of view with weak executions that get poor engagement. If you focus too much on platform wizardry, you have brilliant executions that add up to nothing. And going through life with no POV is certainly not the new brand model.
So, before you make, think. Then, when you make, make sure it stops them dead in their tracks. Branding Experts + Platform Wizards….do you have them on your brand?
