For those marketing enthusiasts out there, you could have favourite definitions of a brand, its elements, purpose, etc. But, our favourite definition is from Philip Kotler, who is the father of modern marketing: “A brand is a name, term, sign, symbol or – alternatively – design, combination of them, intended to identify the goods or services of one seller or group of sellers and in order to differentiate them from those of competitors.”
So what does that brand definition have to do with you? Well, if we agree that YOU are also a brand, then, you are required to figure out how you distinguish yourself from your competition. That essentially may include competition for jobs, promotions, joining or invitations to project teams, special assignments as well as much more!
The Answer Is Balanced Marketing
Harmonising priorities between upper funnel and lower funnel KPIs is no straightforward task. The upper funnel is about awareness and equity as well as owning hearts and minds with unique and consistent real estate in our consumers’ minds. It sounds great however it can be really difficult to measure. It also has a delayed impact and needs sustained investment which can be challenging to maintain.
In today’s world of instant gratification, it can be extremely challenging for marketers to be patient and stick with their upper funnel efforts, despite what might look like constant setbacks and a never-ending journey. We can be tempted to distribute resources to lower funnel tactics, which may get the short-term wins, but can lead to brand denigration. Ultimately, like a gardener or farmer, overworked land without seasons of rest can yield less fruit.
Smith says the pain point for marketers is around balancing the desire for quick wins and distributing resources to the lower funnel to get them versus the patience that’s required to build brands at the upper funnel level.