Branding. Making a great first impression. The words you use. The talking points you want to communicate. These concepts are so well tied together. You may only get 30 precious seconds, and if you’re lucky 60 or 90 seconds to get your message out to customers, bosses, peers or even in an interview. If done well, it creates some sort of emotional pull which can lead collaborations and discussions you may have never known about.

Branding. Getting that strategy right. Making sure you’re speaking to the level of your prospect or customer. Making sure that how you present your message is in-line with his or her decision-making process and is consistent to how your product, service or company wants to be perceived. All so it matches what the customer should be hearing or reading.

Sound simple?

Well, there are conflicting perspectives out there. An interesting and provocative opinion was posted before on LinkedIn that suggested that getting leads, especially for start-ups, was more important than making sure the branding strategy was well-structured. Directionally, early on in the life-cycle of a startup, you need to be heads down and focused on generating demand and finding customers. As the startup scales and gains traction, it’s a gradual shift from generating demand to fulfilling demand. This happens through building a brand.

Our perspective is different.

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Building a marketing program (and for that matter, your 60-second message) without forethought as to who the buyers are and what their decision-making process is (is just plain dumb), and will lead to inefficiencies. You’ll end up wasting your cash. As they say, you wouldn’t build a house without some sort of plans ok maybe you would if you’re handy like that. But honestly really knowing who you are, so you can resonate with a majority of others when presenting your personal or company message will attract who you want and provide opportunities you never thought about before. Sometimes these connections are hidden until you’re able to reveal those gems for others to connect with and then want to collaborate.

Having the right branding strategy leads to a compelling value proposition and story lines that can be used in all forms of inbound and outbound marketing activities, whether you’re in front of a customer (or a hiring manager), presenting your “short form message” or creating communication programs.

After all, you get one chance to make a great first impression.