Why Marketing Needs a Rebrand

Over the past week, I’ve had 3 people tell me that they HATE marketing. They’re staying away from it.

​One person told me he prefers to build genuine relationships with people. Another told me she’s been misled by marketing schemes that she invested in for her business. And the third told me that when I say “marketing” it has that “ick” factor we all know marketing can be known for.

​So, I don’t blame them for their reactions and feelings, and this is why I often say that marketing needs a rebrand.

Let’s talk about why, what marketing really is, and how to make sure your marketing does not repel your audience.

Why does marketing need a rebrand?

Marketing needs a rebrand for the very reasons my 3 friends say they hate it. We all know the “car salesman” stereotype. Marketing has a reputation for being associated with being pushy,  and using intrusive and deceptive tactics. It can feel very impersonal and gimmicky.

But that’s not what effective and impactful marketing is today. At least it’s not what it should be if you want to grow an enduring community and business.
Of course, there are companies who are just here to sell a product and they don’t care about building relationships.

But if you’re reading this blog, then I know that’s not you. So…

What is marketing then?

Contrary to my friend’s feelings about hating marketing and preferring to build genuine relationships…marketing is building genuine relationships. If you’re doing it right.

Today marketing goes beyond the traditional notion of just selling products and services, aiming instead to build meaningful connections founded on trust, empathy, and a shared sense of purpose and values.

Effective marketing is authentic, personal, and persuasive.

Effective marketing feels human.

How can you make sure your marketing avoids the “ick” factor?

Here are 6 tips to help you avoid icky marketing and humanize your brand:

• Have a genuine interest in helping your customers. That’s why you’re here, isn’t it? To help people with your product/service. So stay curious and keep learning about how you can better serve them.

• Engage in conversations. To serve your audience, you also have to know what they like or don’t like, what’s working and what’s not, who they are, what they care about…listen to their needs.

• Educate and add value. Educated audiences are empowered audiences. They’re empowered to make decisions and they’re empowered to buy. So keep educating and adding value to your customers’ lives. It’s also a great way to build trust with them.

• Community building. Feeling like you’re part of a community is powerful. It builds a sense of belonging and loyalty amongst your audience.

• Transparency and honesty. Transparency and honesty with your audience build trust. Like in any relationship, communication is key. So keep communicating. Need a break? Let them know you’re stepping away but you’ll be back.

• Authentic storytelling. You’ve heard me say this over and over…storytelling is your true superpower as a business if you want to grow your community and build an enduring business, because this is how you relate to and connect with your audience. And when you can do that–when you can tell authentic and genuine stories that make people feel seen and heard–your marketing will be far from icky.

Enjoy these tips? Be sure to subscribe to my newsletter.

Interested in growing your community without icky marketing? Schedule a virtual tea with me to see how we can help you deepen your relationship with your audience.

Stay curious,

Justine 🎈
Be excellent to each other.