FACING THE HARD TRUTH: There Is No “Quick Fix” in Marketing and Branding

Our world moves fast, there’s no denying that, and some industries and businesses — tech, healthcare, start-ups, to name few — move faster than others, that’s simply their nature. As it is, there is an incessant urge to identify the “silver bullet” when it comes to every aspect of business, especially advertising, marketing, and branding. What’s the quickest way around an obstacle? How do you turn that mountain into a speed bump? How do you pivot without experiencing pain?

However, I’m here to speak the truth — and you might not like it. Simply put, there is no “quick fix” to your marketing woes — and while you might desire a band-aid to heal the problems you’re faced with, the reality might require an extended stay in the proverbial marketing ICU.

But I’m not here to lecture; rather, I want to explain why this is the case so that you can look at what your marketing firm is proposing through an objective lens, meet them on their level, accept that they do know what they are talking about, and realize a positive outcome that is strategic, tactful, and methodical.

Common “Quick Fixes”

At my agency, Sagon-Phior, we run into situations with new clients where a quick fix has been employed in the past, but now that quick fix needs another quick fix. For instance, we may be approached to solve a variety of issues, including confusing messaging; a lack of a good story and content that drives interest and response; poorly planned website user experience or landing pages; weak visuals that don’t support the brand, the presence of a one message fits all strategy used on multiple audiences; a lack of a clear call to action; as well as poor follow up and mediocre customer service. The list doesn’t stop there.

It is possible to put some hypothetical duct tape on any of these issues — but realize taking that approach only offers a temporary solution before another leak is sprung. A longer-term plan is necessary to address deeper issues.

Quick Fixes Do More Harm Than Good

When your organization has adopted a “quick fix” mentality to addressing marketing and/or branding problems, you may be operating in a constant state of chaos where the solution ends up being worse than the problem at hand. Now, I’m not suggesting that having a sense of urgency is a bad thing — not by any stretch. After all, in marketing, urgency is certainly a critical factor. However, there is a difference between coming up with an idea quickly than coming up with an idea expediently that, when put into action, achieves your targeted goals.

Therefore, I encourage you to ask yourself these questions, and answer them truthfully:

· Do you desire long-term, positive, and sustainable marketing outcomes?

· Do you want your organization to be successful and achieve its revenue goals?

· Do you want to position your business as a preferred choice in your market?

If you answered “yes” to all these questions, then it is time for a shift in mindset. It’s time to realize that a quick fix is not going to enable you to reach these goals — quick fixes are overrated… and they don’t work.

If you seek to get positive and sustainable long-term results from your marketing and branding endeavors, then you need to adopt a “marathon” mentality as opposed to a “sprint” mindset. Marketing and branding are an ongoing process that requires buy in, commitment, integration, and support for the long haul — from all levels of your organization, which begins at the very top.

Fix the Root Cause — Not the Symptom

Confusing content, a faulty or bewildering website, weak imagery and messaging, inability to track analytics, problems with lead generation, and so on… these are all symptoms. Going deeper, a lack of planning, missing brand strategy, weak marketing vision, marketing and sales that is not aligned, disconnected leadership… these are root causes of failed marketing and branding — and you cannot put a quick fix on any of these problems. To address the root cause, you must develop a brand architecture that positions the customers as the hero and embrace a mindset that shifts your gaze to the horizon.

Now, all of this is not to say that the agency you work can’t do a bit of triage in the interim; adjust your brand story, fix website glitches, revamp some content, etc. But for your company to achieve success down the road, there is a different reality at play, and that means you are going to have to get a bit uncomfortable as you make the conscious decision to closely collaborate with your marketing partner and plan.

Gain the Long-Term Advantage

Developing, embracing, and executing a long-term marketing and branding strategy outlays more than general objectives and does more than address immediate problems. When you make a conscious effort to architect a long-term marketing strategy alongside your agency you decide to move away from the promise of immediate gratification but closer to the goal of realizing higher ROI. This isn’t to say that short-term objectives shouldn’t have a place in your overall strategy — but they shouldn’t be the only arrow you have in your quiver. In today’s competitive business environment, you need a marketing and branding plan that has the potential to set you up for long-term success.

Here are some items to consider as you seek to embrace this shift:

· Look at your company from your customer’s perspective. After all, they are the hero, not your brand or your products and services. Your marketing efforts will be more effective if you start looking at everything you do from your customer’s point of view. What is their behavior, their emotional needs, and overall goals? What are the challenges they are experiencing? How does your company fit? How can you help them overcome those challenges? Conversely, how doesn’t your company fit?

· Commit — and not just resources. It is one thing to dedicate resources to a marketing strategy, but leadership needs to commit to the vision for it to trickle down throughout the organization and take root. Plus, embrace patience, persistence, and planning. Recognize your agency wants to be your ally and not your antagonist.

· Accept change. You must be adaptable as an about face is implemented. Your agency is there to evaluate your position, flag problems, and develop powerful ideas and solutions. They will guide you as you refresh your brand and move beyond the band-aid approach to problems.

· Check your ego — and get out of your own way. I understand that everyone has opinions — I have my own! But there comes a time as a leader where you must take a step back and check your ego and opinion at the door. If you cannot or will not do this, you cannot systematically — and logically — break down what the issue is or where the problem lies. It is an impossibility.

Accept You Have a Problem — and Then Deal with It

Everyone wants to wave a magic wand and make everything perfect with their business. But that’s not realistic — never has been, never will be. Marketing and branding must be approached practically, intentionally, creatively, and dynamically. Take control of your marketing, realize your vision and targets, and stop doing triage work on the fly. Remember, it doesn’t work.