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by Julie Lokun
Truth be told I love the creative art of marketing. I love getting into the minds of potential consumers and attempt to predict their behaviors. I adore creating contextual experiences through visual and auditory experiences that make my potential audience squeal with delight. I equate this exploration of understanding the psyche of my audience to a visionary trip down a path of trial and error.
However, branding and marketing is an art that dabbles in fortune-telling. I would love to say that I have a crystal ball that gives me the tools to know exactly how to curate a marketing and branding plan that is 100% accurate. The art of marketing is not an exact science, in fact, it is the opposite. As a brand, it is imperative that you are agile. To harness a successful brand you need to be prepared for curveballs.
The curveballs thrown to businesses globally are epic in proportions these past 2 years. Consumers were relegated into digital spaces due to the pandemic and brand building screeched to a halt. The successful brands, who understood the needs of their consumers were able to rise to the top with buoyant precision.