The Great Branding Experiment
You can’t build a great marketing strategy overnight. Brand testing, like all great things, takes a lot to get just right. This means you can’t let yourself get discouraged when things don’t go according to plan. Instead, think of it as one big experiment. Take the time to learn from what works and what doesn’t work.
There’s no one marketing strategy that everyone should follow. If that existed, we’d all be running insanely successful companies and marketing experts wouldn’t spend so much time trying to devise clever strategies.
Marketing strategies are like living, breathing people. As most of us can surely remember, it took a bit of time, mostly in our angsty teen years, to figure out our personal style or taste. Marketing strategies are no different. In the beginning, the best way to go is to try a few different approaches and see what sticks. Some of what you try will work, other things will flop. Just keep trying until you find a formula that works for your company.
Measure all of your attempts and use those results to determine how you should move forward. Thanks to Facebook Analytics, Google AdWords, and tons of other free tools on the web, brands have a host of tools to help them evaluate what works and doesn’t work when presenting themselves to the public.
Finally, remember to be persistent! Keep trying and remember that marketing flops aren’t the end of the world. They are just bringing you one step closer to devising a custom formula for your brand!