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You need to think about engaging with your consumers and clients like regular payments into a savings account – it’s all about compound interest. It’s not about the short term gain, you have to think about the long term benefits and what you will accrue over time.

Branding Before Breakfast Ep 12 The slight edge: Small and regular beats big and flashy every time

Today I want to talk about Jeff Olson, who’s the author of The Slight Edge. He states that no success is immediate and no collapse is sudden. They are both the results of the slight edge accrued momentum over time. I love that thought and it’s really how I think about brand and marketing. So this is going to sound really boring but you have to think about your brand and marketing communications like regular payments into a savings account. It’s all about the compound interest. It can’t be about short-term gain. And it has to be about the long-term benefits of accruing that connection over time.

Brand and marketing are not just things that can be reviewed once a year. They can’t only be considered when there’s a downturn in sales that has everybody scrambling, or you’ve got a little bit of extra budget. Think about the relationships that you value most. You don’t have stop start conversations. You’re not going to talk to a friend for three months and then never speak to them again for the rest of the year. And you need to think about your consumers in the same way. So what resourcing is required? And what sustained activity do you need to really ensure that you’re going to start to accrue that momentum to really connect? If you are thinking about a branding project or review right now, I would urge you to also think about who and what is required after that to ensure that your initial investments of time and money don’t go to waste.

That’s it from me. It’s time for brekkie.

Written by: Jo Whelan
Published: May 30, 2019