The difference between branding and marketing is profound.

One is about vision, defining your WHY, and deciding how you are going to connect with your audience.

The other is about how you position yourself and your product/service as well as defining the tools and tactics, you are going to use.

Branding and Marketing are not synonymous. The former is who you are—and the latter is how you build connections. 

To determine what your brand stands for, you need to ask yourself 5 questions.

  • What are your core values?
  • Why are you in business?
  • What is your unique unfair advantage?
  • How do you want people to feel when they think of you?
  • What is your ultimate outcome?

Marketing is all about tools, tactics, and metrics. It covers a number of different approaches all of which may achieve the same goal by using different methods involving more or less control.

Each method may be designed to connect to the potential customer at different stages in their journey to find a solution to their job to be done. Hence the different approaches.

Some examples of Marketing…

  • SEO / Content Marketing
  • Social Media Marketing
  • Paid Traffic
  • Email Marketing
  • Television / Radio
  • Print Campaigns

Whichever marketing approach suits your talents best, you would be wise to answer the 5 branding questions first for they will define the mindset needed to devise a successful strategy.

And the strategy itself...

Marketing is about the process of connecting with your people. Building a community and converting leads into sales.

Branding is about building emotional bridges so that your marketing can connect with your folks on a deeper level...

The goal is to transform them into Super Fans of your product.

To build brands that mean something to customers, you need to attach them to products that means something to your customers.

That means you do not segment your audience by their demographics or psychographics but by the job they need to get done.

People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole!”  Theodore Levitt - Harvard Marketing Professor


Yet so many people segment their markets by drill bit type and price.

Then they do their best to pack their offer with more and more product features to make it ‘irresistible’ before discounting the price ‘for a limited time only.’

This is a race to the bottom.

In truth, segmenting your audience by demographics and psychographics is no better because you are not addressing the deep emotional needs they have… the job to be done

Take for example the “quarter-inch hole”

Say…

The customer wants to create a series of quarter inch holes so that he can build his wife a surprise gift for her birthday.   

The trick is to segment based on the result that each piece of your audience wants no matter their age, sex, education or  location etc…

That is where you connect your brand to the product.

For it is there that your audience sees the most value.

A purpose driven brand is able to connect with our audiences on a functional, emotional or social level.

So there is…

  • An external desire… The functional goal, a series of quarter-inch holes.
  • An internal desire… The emotional goal, to build a surprise gift for his wife.
  • And a philosophical desire… The social need to be seen as a good husband (perhaps). 

It just so happens that these 3 combine to create conflict in a story

Tension is the one thing that sucks your audience in and turns them from spectators to participants.

Transforms them from being resistant, to receptive to ultimately becoming Super Fans.

Purpose Driven Brands are built in people’s minds using the power of story to motivate and inspire your folks to join your community and deepen the connection they have with you and your brand.

WORK TOGETHER

You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.

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Rory is currently helping build my Life Coaching business, and that includes identifying a target market that I connect with, learning how to speak their language, creating products and services catered to my target market, and creating a minimal viable funnel that will help me market.

My journey with Rory has been really great. He understands me and what I want to deliver, he is a great mentor by seeing the answers within me, and works with me to bring those answers out. If you are feeling stuck in terms of marketing yourself or product/service, Rory is the go to man!

Lana Maher

What I like working with Rory, is his excellent sense for what is important, step by step. He gives me the structure to do the work I need to do, he is giving excellent feedback and at the same time he honors, that in the end I have to decide how the content of my campaign should look like. He is an excellent sparring - partner and a pragmatic coach, who always points to the simple but effective solutions.

Daniela Bomatter

I strongly recommend Rory as a strategy and marketing coach for his candid and skilful approach. He’s currently helping me to set up my business and I am finally making good progress with it. Methodology is clear and straightforward and every conversation with Rory represents a major step forward in my journey as he helps me focus, make informed decisions, and move closer to my goal.

Valeria Rosignoli - VR Coaching

As a presentation professional, part of my core proposition is that I take a client’s idea and transform it into a compelling story and presentation. This is exactly what Rory did for my marketing messaging. He understood immediately what I wanted to communicate. Rory has a wide breadth of knowledge in all aspects of online marketing. I wouldn’t hesitate to recommend him.

Jan Pochop - Founder/CEO, Pochop Presentations

Rory is a savvy marketer who can help you build your digital funnel. What a lot of people underestimate in marketing is establishing the basis. If you don't know what you stand for and who you're talking to, your marketing is a shot in the dark. Rory can help you fix this problem and get you going with clarity.

Hannes Kuehn

Boomer Digital is unique because it breaks mindsets that tell us in an older generation that " normal " for me is time to finish . But I am loaded with ideas and inspiration. Boomer Digital is a coach of my generation roaring to me to finish the race with glory not rust out before the starting gun fires.

Just yesterday I became positively irritated about starting out a business. The only available resources were outside my dreams and interests. Here if I don't find the resources I need I see something close enough.

Alan Bowman

Rory has a great marketing insight, offers constructive feedback and also helps you better understand your customer so you can more effectively speak to them. His approach helps you focus on what's important and not get caught up in the unnecessary details so you can get your product launched quickly.

Amber Briggs

Rory is a great marketer and coach. He’s really helped me refine my marketing message so it resonates with my target market in a powerful way.

Myrna E Arroyo

I chose to work with Rory for his great personality, clarity and expertise. Still, I got way more than I expected. He coached me through a deep marketing process and my outcome was way beyond what I had expected. It had to do a lot with Rory's strong focus and his ability to understand me and my customers. Rory became a good friend that I will always come back to when I need advice about online marketing and how to build better customer relationships.

Paal Christian Buntz - The Wildman Programme

I have been learning the art of marketing with Rory for a couple months now. I have been impressed with how deeply he knows his subject and his ability to make it understandable.

Aman Berry

Rory is an extremely patient and very expert. He is helping me with my sales funnel and I am learning so much from him. He has a way of keeping things simple and profound. I would highly recommend him!

Chengi Tobun - Black Swan Management Group
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