Why Brands Need Team Love
And why every company should start there?
And why we should start there?
Branding starts from within.
From people. From the team. From culture.
Not from a trendy logo or an "authentic" campaign with models laughing at salads.
CRISIS OF TRUST?
In the ’60s, people trusted brands because they made good stuff.
In the ’80s and ’90s, we fell in love with stories that sounded like life mottos (Just do it!).
Now we’re told to believe in social responsibility and purpose-driven missions.
But let's be honest for a second:
How many of us actually care what a brand believes when we're just picking tomato paste off the shelf?
Your story? Cute. But not always relevant.
Because here's the truth:
The consumer may never want to hear your story.
But your team already lives it.
Every. Single. Day.
And they’re telling it too:
In Slack chats.
On Zoom calls.
At brunch.
On LinkedIn.
In DMs.
And, let’s face it, probably in memes (that are way more on point than company's marketing copy 😬).
So ask yourself this:
What do your employees say about your company in their group chats? In their kitchens?
That’s your real brand audit.
Why Brand = Internal Culture
Your people are your brand voice.
No, not your tone-of-voice guidelines.
Real voice. With real opinions.
They’re the ones carrying your brand into the world - through conversations, not campaigns.
If you inspire people for real (not just with pizza Fridays), they’ll spread the word. And that’s the kind of reach money can’t buy.
Your team is your uniqueness.
Yes, even if you make tomato paste.
Especially if you make tomato paste.
Because someone else out there also makes tomato paste. And has a better SEO budget.
But they don’t have your people. People are the only true competitive edge you can’t copy-paste.
How you treat people = how you treat the world.
And customers notice. Always.
Cold audiences don’t warm up to your story.
They warm up to emotion.
And that emotion is sparked by real human contact:
from a kind support reply;
from a thoughtful delivery;
from a barista, who remembers your order.
One good human moment can do more than a seven-figure billboard campaign.
And that’s not exaggeration - it’s just basic psychology.
Employer Brand = your best long-term strategy.
It’s not just blah-blah-blah. It’s brand infrastructure.
You attract talent that actually wants to show up on Monday.
You retain people because they’re growing, not surviving.
You build brand power because people believe - and belief travels fast. This is a point where your brand starts to grow.
It grows where your people feel seen.
Cared for.
Not just hired, but chosen. Again and again.
“It’s the time that you spent on your rose that makes your rose so important.”
Employer brand works the same way.
You water it.
You protect it from wind.
You show up for it - even when it throws shade.
And one day, it blooms.
Loyalty. Energy. Buzz. Profit.
TL;DR:
Want a brand that lasts?
Start where the soul lives.
Inside yourself.
Inside the team.
Inside the people who already said “yes” to you.
Your team’s belief is the one thing that can’t be outsourced. But it can be built. And that’s the real work.
And honestly? That’s the most strategic thing you can do.
Marketing Budget
How much is it acceptable to systematically allocate for marketing and advertising? Should it be 50% of revenue? Or nothing at all? Or perhaps you're still under the illusion that businesses can thrive solely on organic social media growth 🌱?
How much do you spend on marketing and advertising 🤑? While this varies depending on the situation, according to different sources and my own experience, I'd say:
If it's less than 3% of your gross revenue, your voice won't be heard.
When developing or launching a new service or product, it's okay to spend 5-10%.
Spending more than 10% is not very common, usually seen in very competitive markets or to attract demanding customers.
When drawing up a budget, it`s normal to allocate 15%-20% for content creation and 80-85% for promoting it. If you want to be heard, you should spend money.
We have to spend money to navigate through the noise.
When I started my digital marketing manager career in 2010 (oh yes, I'm so ancient, that was the year when Instagram was launched 🦖), it was possible to gain thousands of followers without spending any €. But 14 years later, it became nearly impossible for businesses to achieve significant organic growth.
What to consider when making a budget?
Market and Competitors.
It's crucial to conduct competitor analysis to define how much they spend on advertising across different channels (digital, offline, influencer marketing, etc.). It's also important to think one step forward. Do your competitors have the opportunity to increase their marketing budget 💰? If yes, what will happen in the market?
Competitor analysis is the key.
If they spend 5x, they will become 5x more visible. But you also can navigate through the noise to make your brand heard, leading to an increase in sales.
Revenue.
A simple question to check reality: how much can you earn from that brand? It's essential to find a balance between your grand ideas, other market players and expected revenue.
Channels.
Choosing the right channels might be tricky 😵💫. Think about changing your strategy to stand out and sometimes to reduce costs too. If everybody is using targeted ad campaigns on social media, maybe you should also try to go offline? When choosing atypical channels, don't spend more than 10-20% of the planned budget.
What to consider when creating an advertisement?
Customers don't want to hear us. They'd rather protect themselves from the information bumping into them at every corner 🙈. Because our era is so noisy, we can't even hear our own thoughts. Today, to grab attention, it's more effective to advertise using images and short videos, with videos being preferable.
Quick checklist for your future advertising campaign:
✅ How unique is the message? Does it provide any evidence why customers should choose you?
✅ How is the story presented? Does it contain something that will grab attention 🎯?
✅ How many people will see it? This depends on your budget and uniqueness (if it goes viral).
✅ How much can you earn? Are expenses and incomes reasonable?
Evaluate each bullet point from 1 to 10. This will provide an understanding of whether the advertising campaign will be successful or not.
Does your advertising grab attention?
If an advertising campaign is boring and mediocre, but the company has a lot of money to promote it, they will definetely get their market share. It's still an effective strategy, but there's a pitfall – they won't gain much loyalty.
The main thing is – don't be afraid to be different and bold, because many businesses are committing "brand suicide" day by day and someday will be truly forgotten 😒.
Let your brand shine as brightly as possible and ensure it's systematically heard!
STOP LOOSING MONEY
Are you making these common mistakes in your business 🥴? Customers encounter them daily, and they're as annoying as accidentally stepping on a Lego block. Don't let your competitors snatch away your customers while you're unaware!
Avoid These Deadly Business Mistakes.
As an experienced marketing manager, I always analyze services provided in a deeper manner than just love or hate. I focus on two key elements: understanding customer behavior and evaluating service quality. This simple method helps me understand both customer and business interactions, revealing surprisingly common business mistakes.
I break down the service into three simple levels:
Not Okay.
This may seem obvious, yet it's surprising how often business owners overlook it. Most complaints stem from failing to meet the basic expectations rather than trying to summon unicorns from thin air.
Usually customers aren't expecting a magic show. They just want a solid service. And a smile.
Just a few days ago, I visited a popular massage salon. Imagine this: I come expecting nirvana, but instead I`m greeted by tired décor and some smells of food. The masseuse neither introduced herself nor paid much attention and in some moments I was treated like a sack of potatoes 😒. My zen-o-meter hit rock bottom. I wasn`t expecting to become 20 years younger, just a “deeply relaxing experience” promised on their website.
How to improve?
Put yourself in the customer's shoes and conduct a straightforward brand audit. Follow the customer journey, capturing images at each stage. Photograph the signboard, the receptionist welcoming guests, the office interior, and so on. This method works for online businesses too – take screenshots and record videos.
✏️ Analyze each step: is it satisfactory? Is it comprehensible? Is it user-friendly? What impression does it leave? What kind of experience does someone have when they encounter my brand?
Good Level.
This level is attained when you just a little exceed customer needs and expectations. This is a battle with details and small things, that can ruin your business: non smiling staff, ignoring feedback and complaints, poor response time etc.
How to achieve it?
Listen to your customers. Read feedback not from the standpoint of your ego, but with the desire to improve. Think one step forward.
Customers feedback may come in various forms, but it can be extremely useful.
Wow! Level.
This is where you go above and beyond, making clients' jaws drop. Creating a wow-factor means impressing experienced clients and considering how your decisions will work internationally, like in London, Dubai or Seoul.
But let's talk about the WOW-effect in the real world.
You don`t need to gift a yacht to impress. More often wow-solution needs just a sprinkle of creativity, when you are acting differently (in the way your competitors actually don`t) – in a delightful manner that surprises customers when least expected.
Yes, delivering a wow-effect demands 101% dedication. But it pays off – boosting revenue and inspiring both you and your team to make a positive impact on the world.
Consumer Behaviour.
Service is what you bring to the market. But do you truly understand your customers?
Let's not attempt to describe your target audience, but explore three key aspects of human nature to exceed consumers' basic expectations 🦄. This will help you to break through the “not okay” level or to be more stable on the “good” one:
Deal Delight.
First off, people prioritize themselves. They crave perks – be it emotional, financial, or a bit of both. They enjoy finding deals because it's also about the satisfying feeling of outsmarting others: “I`ve got more for the same amount, while others did not”.
We all love that good-deal feeling 😏.
If a business is operating at the "not okay" level, it will be offering fake discounts, making unrealistic claims and lacking transparency.
How to act?
Create a rewards program where customers earn points or perks for every purchase.
You can also occasionally surprise your customers with unexpected and personal discounts.
Use gamification elements or organize competitions and offer prizes and recognition.
Laziness.
We're all a bit lazy. Most of us won't lift a finger to Google your biz or products. So, when creating ads or newsletters, keep it clear and simple.
Do your customers understand the point you're trying to make?
Speaking of newsletters, I also receive tons daily. Yet, many lack a clear offer or website link. Some even expect me to DM them on Instagram for deals 🤯. Seriously? Respect my time, and I'll respect your efforts.
How to improve?
Customers will be very grateful if the message is crystal clear. Most of us love simple decisions, when messages hit our hearts like Cupid's arrow, because it also makes our lives a little bit simpler 🎯. Your customers have tons of their own problems, so don't ask them to unravel a mystery to deserve your offer.
Previous Experience.
Now, let's talk about decision-making. Customers have been burned before, so they're cautious. Don't overwhelm them with 25522455863 options. Be their guide and help them choose the best option. If done in a decent way, your customers will be grateful.
Making descions can be confusing.
Conclusion
Most people are like you and me - sometimes a bit lazy, cautious, and always looking for little perks in life 🌰. For a business owner, it can be tough dealing with these traits because, let's be honest, they're not perfect either. They might also enjoy outsmarting customers or get a little lazy with the service.
Marketing isn't about fighting with our customers. It's about understanding and caring for them. When we truly love and accept our customers, imperfections and all, we start noticing the little things that make their lives better.
And that's what really matters.
BUILDING The Brand
What is really important when starting or developing a business? Stop searching for The Secret Pill. Dive into your own process, as core messages can't be copied from competitors.
You don't need an expensive software to start analyzing your future or existing business. In this article, I'll give you a simple tool to create a strategy and bring levels of uniqueness, just to check yourself on what your current level is.
Brand wheel to build a unique strategy.
Brand wheel is a simple yet effective tool.
Use it for building a strong brand. It helps you make decisions and tailor development plan for the next several years 📈. All you need is just a piece of paper and some private space to reflect on your activity.
Attributes.
Begin with a physical description, detailing the product's functions and why customers should buy it.
Benefits.
Highlight the rational benefits derived from using the brand, supported by facts and evidence that demonstrate why your brand is better than others. At this stage be very specific and make a short list of benefits 🤓.
For example, Geox's breathable shoes and clothing showcase their innovative technology on their official website, providing clear benefits to customers.
Values.
What are your values? Do they resonate with your customers? Do you share common loves and hates? What emotions does your brand evoke in customers when they interact? Do they feel more confident, smart, or even empowered to make a positive impact on the environment?
What feelings does your brand evoke?
In today's world, all corporations are expected to have social responsibility programs. Therefore, we must address a fundamental question: what are customers supporting by choosing our brand? Is it environmental conservation (as Patagonia does), supporting homeless individuals (Sackcloth & Ashes), or advocating for cruelty-free production (as demonstrated by Lush)?
Personality.
Visualize how your brand would appear in a room. Define its gender, age, communication style, clothes, and archetype. This influences the tone of voice, visuals, and even the spokespersons chosen to embody the brand.
What`s your brand archetype?
For example, the automotive industry showcases different personas depending on the car's price segment, emphasizing individualism in higher-priced models.
Core.
The essence of the brand. Why are you truly unique? What makes you different from others? Describe it as short as possible, because good idea is often simple, requiring no presentation with countless slides, music and animations. It should be easily understandable and stir excitement in your mind 💥.
The result? Your personal strategy guide.
After answering all those questions, you'll receive a strategy to follow and have clear messaging at different stages of brand development.
This journey may not be filled with roses, but at least you'll have a path to follow.
For example, in the initial stage, newcomers need not delve into complex social topics, but it`s crucial to show attributes and benefits.
Are you climbing the ladder to uniqueness?
The ideas given might seem cliché, but we daily come across businesses lacking clear positioning or messaging. How well are you communicating your unique value? Have you ever thought what makes your business stand out?
Check your market position and understand your current level (hopefully, this will give you insights on how to become stronger):
🪜 Nil.
When a business doesn't stand out at all.
Many businesses are still stuck in this mindset. For example, someone opens just another café, thinking people will be eager to visit a new place. But if it's no better than 100 others, customers won't have a reason to choose it.
Give customers a reason to choose your brand.
What do owners usually do? They think their prices are too high and start slashing them. Usually, this tactic leads to a dead end.
🪜 Spontaneous Advertisers.
When we start advertising a good product, sales rise. But if it's merely good, not unique, sales drop when we stop advertising.
🪜 Pretenders.
This is the first level where strategic planning truly exists and a lot of well-known brands fall into this category. They have a good product that meets customers' expectations but it can't be transformed into something unique.
These players understand that advertising must be regular. Here we find many FMCG goods. If the product is reasonably priced and you systematically entertain customers with good advertising, it will always bring in extra revenue.
🪜 Unique Ones.
Here we find truly unique brands with evidence to back up their slogans. When somebody claims “we love our customers,” it means that something extra must be done (not just printing hearts on shopping bags 😒).
How can we show that we really love our customers?
I've already given a great example of Zappos in this article, which really fulfills its simple motto: “Delivering happiness”. This level requires a lot of effort to truly understand your own business model and customers' pain points.
It's essential to understand that providing evidence that you are the best and unique is a question of overspending, not saving money.
🪜 Beloved.
These truly strong brands create a deep connection with people and have an impact on them and the world. They also provide you with a WOW!-level of service and can bring you The Grand Idea. It's also about social responsibility: diversity and inclusion, healthcare programs, environmental sustainability, etc.
A brand shows us high life goals, its philosophy, and a willingness to have a meaningful impact.
To create that deep connection, we have to be on the same page with our customers, make clear statements, and love/hate the same things they do. In that case, people will be eager to join us on this life-changing journey.
Long story short.
If you've answered all the questions given and have a clear view of your market position, you're ready to tailor your path to success. Make a plan for the next 1-2-3 years; it will help you a lot and boost your confidence as well.
Remember, even in a world of big players, you can break the mold and make some noise 🤘!
Spark Your Brand
Tired of boring content? Discover how to spice up your brand strategy with tips given and get inspired by great examples ✨. Learn how to stand out in today's advertising noise, captivate your audience, and make your brand shine.
Wanted to share some marketing trends, but realized once again: engaging content isn't just about following trends like a TikTok-obsessed teen 👀. It's more than just sales, it`s about mastering your brand strategy, identifying the audience and approach.
Ready to turn your content from meh to magnificent? Let's dive in!
Identity Check
If you don't get your concept, how can your customers?
Forget pushy or boring product pitches 🥱, focus on crafting experiences, solving problems, educating and fulfilling dreams.
Take a look at your social media feed. If it's filled with only product shots & has more promotions than a Black Friday sale, well, Houston, we have a problem! In nearly every industry, we can purchase almost identical products or services at roughly the same price.
It may be hard to navigate in the space of similar goods and services.
Your product may be unique today, but will it maintain its uniqueness tomorrow? And when faced with losing that uniqueness, how will you differentiate yourself from competitors with lower or the same prices?
That's why focusing on your concept is very important. It's where you identify the extra value you offer your customers and explore authentic ways to show it.
Create Value
Forget the hard sell and focus on service. Share value that keeps customers coming back for more.
Because let's face it, nobody likes feeling like they're being sold to (looking at you, vacuum cleaner salespersons).
I don't want to offend anybody and respect all jobs. It's just a personal trauma of mine.
Art of Customer Care
Speaking of service, have you heard about Zappos Family of Companies? These guys have customer support that's better than a therapy session. It`s a 24/7 support and a 365-day return policy.
Once they sent flowers with a heartful note to a customer who wanted to return shoes after her mom passed away.
Another great example – customer service agent stayed on the phone for over 10 hours to provide emotional support during a difficult time ❤️🩹.
They also work hard on their reputation, with various charity initiatives, all to fulfill their motto: “Delivering happiness”.
Trend Express
Mentioning valuable content, are you subscribed to any newsletters you really look forward to 😍? I have the only one from The Creator's Toolbox (https://www.creatorstoolbox.co/).
It's a weekly source of inspiration, covering AI tools, software opportunities for creatives, and the latest trends. Seriously, these guys have me considering an annual subscription, and they're not even paying me to say that!
Escape the Clone Zone
Don`t be afraid to inject some personality. Tell stories, show you care, build connections, and maybe even drop a meme or two.
Let me give you some examples:
Fischersund (Iceland perfumery brand: https://www.fischersund.com/). Their website and Instagram feel like a cozy cabin in the Icelandic wilderness, complete with calming music.. it seems that you can smell the ice, touch dark waters and feel the fresh air.
Fischersund stunning content (source: Fischersund Facebook feed).
Aesop. If aesthetics were a person, they'd be Aesop. Their content, interiors and collaborations with artists and musicians are so cool, that stimulate all five senses even through photos and videos.
Aesop aesthetics (source: Aesop website).
Patagonia. Beyond quality, their strong environmental message and commitment to equity resonate deeply. Mixed with the free spirit of climbers and surfers 🏄, it's hard not to believe in their mission!
Le Labo Fragrances. I just fell in love with their manifesto, website, and Instagram feed. Their content is beautiful, authentic, and unforgettable.
Le Labo Fragrances (source: Le Labo Instagram feed).
Pakendikeskus, a local packaging products seller, has funny and eye-catching advertising campaigns that make us laugh.
Shine Brighter
Stop looking for the "tactics of the day" or creating more of the same content. Let's do it in a more creative and conscious way.
Don't try to please everyone; it'll only make your message unclear and mediocre. Maybe it is the reason why you're still swimming in a sea of sameness and not differentiating from your competitors.
Let your content shine!
Brands often fear making statements, but when they do, it strengthens their position in the market and garners respect.
For example, in 2021, LUSH halted posts on Meta and started to support People vs Big Data fund after revelations by ex-Facebook staffer (Meta knew its algorithm was harming teens, but they played it down).
Despite criticism, LUSH also gained a lot of support.
Coffee Talk Insights
Where can you find all that information? What will your loyal customers love or hate? What kind of people are attracted by your business today? First of all we need to know our current audience well, as this will help us understand our potential audience better.
You already have enough answers in your customer base. You can also ask them directly 👋. Invite a small group of customers for coffee and explore what they think. You'll be surprised to hear a lot of interesting opinions, pain points, and good ideas.
And the main thing is, we sometimes forget that people create content for other people and it shouldn't just be done to fill a gap in a social media feed. Let's keep it creative, fun, and authentic.
Success takes time, so buckle up and enjoy the ride! 🚀