The Essence of Branding

Rebecca goes on to share possibly one of the most eye-opening parts of our chat. She explained that a brand is so much more than just a logo or a catchy mission statement, "Your brand is the DNA of your business," she says. "It's the emotional connection you build with your audience. It’s how you make them feel every time they interact with you. And that consistency? It’s absolutely key."

"Your brand is what you want your target audience to think about when they remember you, It’s all about creating a consistent, memorable presence that resonates on an emotional level.”

Rebecca uses Virgin Atlantic as a shining example. Even though they can't always compete on price or size, they offer a unique customer experience with "brilliant basics" and "magic touches" that make passengers feel special. This ongoing effort builds a strong emotional connection, making it the go-to choice for many travellers.

Customer Insight and Balancing Strategies

Rebecca also shared some hard truths, "You are not the customer". Companies need to stop thinking they know what their customer wants and actually ask them what they really value through surveys and focus groups.

Rebecca goes on to say how easy it is for businesses to get caught up in chasing immediate sales and lose sight of the bigger picture, too. "Only 5% of your audience is ready to buy at any given time," she explained. "So investing in long-term brand strategies keeps your business top of mind for when customers are ready to purchase."

Rebecca recommends that businesses allocate an impressive portion of their marketing budget to long-term brand building. "Look at Airbnb," she said. "During the pandemic, they turned off all their PPC and performance marketing and realised their brand was strong enough to sustain them. Now, they invest heavily in brand building, and it's paid off."

Want to know what percentage of your marketing budget branding expert Rebecca Mckee recommends you allocate to long-term brand building? Listen to the full episode 

Listen on Spotify       Listen on Apple

Female Leadership in Marketing

Rebecca and I also had a heart-to-heart about what it's like to be female leaders in marketing. There are definitely challenges when it comes to being taken seriously, and the importance of personal branding can't be overstated.

"Being a great communicator is about standing for something and being consistent," Rebecca advises. She shared some fantastic tactics for positioning yourself correctly in the industry, from using accessible language to dressing in a way that commands respect without being overly formal. “It's all about finding your voice and using it effectively.”

Rebecca’s tips on female leadership and personal branding are a must-listen for any woman in the world of marketing and business.

Listen on Spotify       Listen on Apple

Final Takeaways

To wrap up the episode, Rebecca leaves us with two key pieces of advice:

1. Conduct Customer Research: Get to know your customers' perspectives. This can reveal valuable insights and help shape a more effective brand strategy.

2. Invest in Your Brand: Remember, your brand is your business. It's the most important investment you can make for long-term success.

Liked these podcast highlights? You’ll love the full episode! Use the links below to listen to the full episode of Marketing vs The World with host Abbie and special guest Rebecca Mckee now.

Connect With Us

If you would like to speak with Rebecca more about the branding for your business you can connect with her here and make sure you follow This Brands Works too by clicking here.

And, if you’re looking to boost your website through killer copy and awesome SEO, drop Abbie a message here.

Next on Marketing vs The World

Stay tuned to Marketing vs The World for more insights from me, Abbie Dando, and my amazing guests as we explore the dynamic world of marketing and business.

Episode two is with John Wilson, founder and CEO of Honest Video, discussing "Unlocking the Power of Video Production." We’re about to chat about why video is a total game-changer for your marketing game plan. Plus, we dive into the fun (and chaos) of balancing a booming business with the rollercoaster of parenthood.

DISCLAIMER

This article has been created using various AI tools, which transcribe raw audio and transform the content into a blog post. This helps us ensure each Marketing vs The World episode is released as quickly as possible. Monday Clicks does not use AI for any client content creation.