Stop Making “Branding” the Goal of Your Marketing (Brand Marketing Plan)

This is one of the biggest mistakes I see local businesses make.

And I should know about local businesses, after getting a local building company £140,000+ worth of enquiries after £600 spent on Google Ads.

The mistake is saying that their marketing goal is ‘branding’.

That sounds good, right? Wrong.

It’s a deadly mistake and here’s why:

Marketing Needs This

Every campaign I run performs better when we define a clear, measurable target.

Not “build awareness of our brand.”

Something like “Get 3 large loft conversion or home extension projects booked for the next 12 months.” (what we used for my last client)

When your goals are specific, every marketing decision becomes easier.

It’s easier for you to answer questions like:

• Who are we targeting?

• What offer are we leading with?

• What page are we sending people to?

• What action do we want them to take (Calling? Filling out a form?)

A clear goal leads to clear execution.

And the part that most businesses forget is that you can build a brand WITHOUT making it your goal to build a brand.

Let me explain:

Get Clients AND Build A Brand

Here’s the thing that most businesses don’t realise.

And if you can understand this, you’ll run marketing campaigns that are miles better than theirs.

When you focus on getting clients instead of “branding,” you build a brand anyway.

More clients means more completed projects, more before & after photos, more reviews, and more people recommending you.

Isn’t that LITERALLY what builds a brand?

A brand isn’t your logo plastered everywhere on your website. 

A brand is the reputation you build through making clients happy.

And that reputation… comes from getting clients in the first place!

This is summed up by one of my favourite marketing quotes. Remember this one:

One Of My Favourite Marketing Quotes Ever

As David Ogilvy famously said:

“We sell or else.”

Marketing that doesn’t make customers buy… ISN’T MARKETING.

‘Brand awareness’ doesn’t pay the bills.

I mean, imagine how ridiculous that sounds. You’re at a business meeting and someone asks how business is going, and you say, “Yeah, my brand awareness is amazing!”

 It doesn’t grow the business, and it definitely doesn’t fill your calendar with clients.

So here’s your new brand marketing plan:

Your New Brand Marketing Plan

Instead of asking “How can we build our brand?”

Ask “How many high-value clients do we need this month / quarter / year?”

Then build your campaigns backwards from that number.

When you make revenue the goal, everything immediately becomes better and more defined.

That includes your messaging, your targeting, your offer, and your landing pages.

And ironically, that’s how you build a strong brand.

Not by trying to make a brand… but by trying to make a business.

If you need help setting up a successful marketing campaign that gets your business found by customers quicker, click here for a free marketing consultation to see if we’re a good fit.

We’ve done it for other clients in the past, and we can almost certainly do it for you.

Thanks for reading,

Filip Szemiczek at Megalith Marketing