This Has to Stop: March 2024 Newsletter

Buckle up!

Today, I’m getting salty.

There’s a problematic conversation that keeps bubbling up in the entrepreneur ecosphere.

And it’s based on a fundamental misconception that is causing businesses real harm. It’s hindering their growth. It’s limiting their strategies. And it’s threatening their futures.

It normally starts with a seemingly innocuous question like this:

“Do you need to build a brand to be successful in business?”

I hate to break it to you, but “brand” (much like a spammy email list) isn’t something that you can opt out of - no matter how hard you might try.

That’s right. If you’re building a business, you’re also building a brand. The big question is whether you’re bringing intention, strategy, and execution to cultivating your brand, or whether it’s being built by a combination of afterthoughts, random decisions, and employee whims?

In fact, “brand” is only something that you can influence.

“A brand is not what you say it is. It’s what they say it is.” - Marty Neumeier

So why does this matter?

If how your brand is perceived is determined by everyone else, why bother?

What’s getting me so worked up?

Because brand can be a significant growth lever when cultivated with thought, creativity, and care. And as we’re all flooded with an ever-increasing amount of mediocre content and infinite buying options, brand becomes the key to cutting through the noise, fostering connection, and building a business that can thrive.

It’s the differentiator you have to stand out in a crowded marketplace. It’s the factor that’ll seal the deal during fierce competition. It’s the emotional attachment that drives people to tell everyone about how great you are and keep them coming back for more.

That inevitably leads to the question of “what is a brand?”

Brand isn’t relegated to your marketing department. It’s more than your logo or color palette.

Be sure to tune in next month to dive deeper into this question and learn what you can do to make sure your brand is built to stand out and foster loyal fans.

And now, onto this month’s roundup:

1. Latest Videos: 

New videos drop every week! Be sure to subscribe so you don’t miss out on any knowledge bombs!

• Brand New! The Unsexy (but effective) way to achieve your goals.
• Is this mistake ruining your marketing efforts?
• Revealing some of the most common copywriting mistakes and how to fix them to convert better.
• Could knowing too much be costing you sales? What is the Curse of Knowledge, and why does it matter?
• How to network like a pro (even if you’re an introvert like me).

2. Recent Read: 

Good negotiation isn’t about strong-arming someone into a losing situation. It’s also not about simply finding the middle and moving on with your day. This book teaches you how to be a better, more effective negotiator, with practical, applicable tips to improve outcomes in all areas of your life. Highly recommend!

3. Happy, Healthy Ears: 

We see a lot of live entertainment. And up until recently, that’s all been muffled by shoving cheap foam into our ears. These help you protect your hearing, while preserving sound quality. Bonus: they look way cooler than bright neon disposable ear plugs.

…They’re also an interesting example of branding in action. Let me know if you want me to dive into all of the interesting ways they’re leveraging brand as a tool to grow their business.

4. (Virtually) Out and About:

• Dive into the intersection of branding and advertising in this episode of That Amazon Ads Podcast
• Discover what goes into building a winning brand identity during my chat with Vincenzo on  The Ecommerce Lab
• Think I’d be a good guest on your podcast? Let’s chat!

5. March Blog Posts:

• How do you choose the right keywords for your Amazon listing?
• Protecting your brand and tackling counterfeits is no walk in the park.
• Discover all of the benefits of Amazon brand registry.