Chief Executive Vice President of Posting.
CMO. Brand Strategist. Growth Evangelist. Head of Thought Leadership. Splendid collection. Which customer are you trying to reach, what do they want, and why would they choose you? If the title is easier to explain than the offer, we have found the first piece of work.
Dear LiMA. Please mark us absent.
We have a prior engagement with the sentence nobody can explain on the homepage. Regrettably, this means missing the opportunity to post “Humbled. Inspired. Recharged.” beneath a lanyard selfie. Thoughts and prayers for our personal brand.
Your LinkedIn post has achieved personal growth.
You turned buying a coffee into seven lessons about leadership. Your peers are inspired. The customer still does not know what you sell. Posting can have a purpose, but “we should be more visible” needs a second sentence: visible to whom, saying what, so they can do what? Otherwise the content calendar is a machine for scheduling your own applause.
A new logo will not rescue an offer nobody wants.
Branding affects expectations, recognition and trust. It deserves a useful job. If the proposition is vague, a prettier presentation distributes the vagueness more elegantly. Before commissioning another identity crisis, look at the customer’s hesitation: price, credibility, unclear value, inconvenience or simply no reason to act.
Here is the work beneath the job titles.
- Offer and positioning. Identify the audience, the useful difference and the objections the offer needs to answer. “Quality and professionalism” may require a second draft.
- Landing pages and copy. Give a particular visitor enough context to make a decision, with a clear next step. Your company history does not automatically get the first screen.
- Campaign ideas and creative material. Develop the message and the visual or video assets around the agreed audience, channel and purpose. An attention-grabbing idea still needs somewhere useful to send the attention.
- A test worth learning from. Agree what is being tested, the evidence needed and a useful outcome. Enquiries, purchase behaviour or qualified conversations may matter more than people pressing a heart.
Digital excellence has been asked to leave the meeting.
Along with “360-degree solutions”, “brand love” and any sentence containing “disruptive synergy”. Replace them with the actual audience, offer, deliverable, owner and cost. The scope, review rounds and schedule are agreed before work starts. Media spend, tools and other external costs are identified separately; managing paid campaigns requires its own agreed scope.
The brief might be the problem. Including yours.
Bring the product or service, existing material, customer questions and whatever evidence you have. Explain what has been tried. Be prepared for the answer to involve a better offer, a clearer explanation or less activity. A new campaign cannot guarantee demand, and a marketing invoice does not entitle the brief to be correct.
Still want the work, or just the validation?
If you can bring a real commercial question, make decisions and let an idea be challenged, get in touch. If you need a supplier to applaud the strategy already signed off upstairs, take the applause as read. It is quicker for everyone.