You can use the fanciest of tools marketing automation has to offer (and most of you do), but if your brand isn’t being showcased as a part of your messaging, you’re missing the mark. The question then becomes, how do you tell a story that speaks to buyers but also conveys what your brand’s personality really is? Look around at some of the companies who are marketing to you. Likely there are some you identify with that have a strong sense of who they are, while others, not so much. Recently we saw an interesting battle of brands – Apple vs. Samsung. Now that battle had nothing to do with public opinion, but as the two squared off you could certainly see the contrast between the two organizations. Apple markets its products under the umbrella of its brands perception – and wins because of it. Samsung, well, I simply don’t know what that perception is as they haven’t communicated their brand story quite as well. How buyers see your organization matters, and for that reason we still have to consider brand – even in modern day conversational marketing.
Click the link above to explore some tips for keeping the brand alive through marketing automation: