Why You Should Fix Your Branding Before You Start “Doing Marketing”
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When a company says, “We need better marketing,” what they usually mean is, “Nothing is converting, and we’re stressed.” That makes sense. But it’s rare for anyone to say, “We might not actually know who we are.” Admitting that takes real self-reflection, and you can’t measure it on a dashboard.
It’s a shame, because if you can’t put it in a spreadsheet, does it even count?
It’s easier to blame:
• The algorithm (Definitely has a personal vendetta against your business)
• The ads (that you wrote at 11 PM while stress-eating)
• The audience (those ungrateful peasants who won’t buy your stuff)
• The economy (conveniently ignoring that your competitors are thriving)
• “People just don’t get it” (have you tried being more brilliant?)
It’s harder to admit that your positioning isn’t clear. Shocking, I know.
You probably don’t have:
• A traffic problem
• A visibility problem
• A posting frequency problem
You probably have:
• A clarity problem (but please, continue blaming TikTok’s algorithm)
Marketing works like a spotlight, but branding is what stands in that light. If what’s in the spotlight is unclear, adding more light won’t help. It just makes the confusion more expensive, like turning up the volume on a song you don’t like. Now, everyone can dislike it even more.
Marketing feels productive. Look at you, doing things!
