PageView
(Branding)

Branding is Not Informational. It is Relational.

Here’s my question for you. Do you trust those people who never contact you unless they want something from you?

Roy Williams
Roy Williams
February 25, 2022
Branding is Not Informational. It is Relational.

The goal of branding is to build a relationship with future customers. When a relationship has finally been established, you become who these people think of immediately – and feel the best about – when they, or any of their friends, need what you sell. Direct marketers often disdain mass media because it doesn’t allow them to “target and track” their prey. But these same Direct Marketers will give heavy bags of money to online influencers. It never occurs to them that every person listening to the radio or watching TV is an influencer of approximately 250 people. These 250 people are their Realm of Association. They are the people who listen to them when they speak. They are mostly friends and co-workers, but some of them are family. You have people in your life – acquaintances – with whom you are familiar, but they never quite made it into that circle that is your true Realm of Association.

Here’s my question for you. Do you trust those people who never contact you unless they want something from you?

Those people remind me of direct marketers. They target you – get something from you – and walk away smiling. Your true friends are the ones who spend time with you, who make you smile, laugh, feel good, and rarely ask for anything at all. A brand that you love is like a friend. Ads are either transactional or relational. A long series of transactional ads does not build a brand. It builds name awareness, yes, but not a brand. If I reach and win only 10 percent of your realm of association through my focused use of mass media, but you ­– my future customer – are not within that 10 percent, I am not worried in the slightest. My relational ads will have won the hearts of 25 of your best friends and it is likely that one or more of them will get my message to you when you finally need what I sell. If I reach and win 20% of your community through my relentless use of cheap and effective mass media, I will have reached 50 of your best friends. Decisions are rarely made in a vacuum. Each of us is surrounded by influencers who do not have blogs or podcasts or YouTube channels, but we value their opinions very highly. We trust the recommendations of our friends.

“Reaching the right people” is not the secret to building a brand. The secret is to say and do the right things.

Getting attention is easy. Any fool can do it. To win a person’s heart, you have to hold that attention. You have to nurture that little spark by the breath of your mouth and then blow it into a flame by your actions. You have to cause people to look forward to their next encounter with you. You have to make them enjoy spending time with you. This, mon chéri, is branding. Brand building is not something you test. Brand building is something you do. Your first encounter with a cold contact will be Low CAP. Low Conversion. Low Average sale. Low Profit margin. But when that contact types your name into the search block because they are looking for you – precisely you – those encounters will be High CAP. Direct marketers wear their CAPs low. Brand builders wear their CAPs high. The most successful direct marketers are those who first built their brands, then began offering specific things to their brand families at specific times, all the while maintaining and nourishing that bond their customers feel with the brand. My personal formula is one-third transactional ads, two-thirds relational. Television and radio advertising are astoundingly cheap and effective. They are the way to go if you want to build a brand. Don’t let anyone tell you otherwise.

(Online)
(Offline)
(Branding)
Roy Williams
Roy Williams

Roy H. Williams is the OG Marketing Strategist and Master Copywriter. He IS The Wizard of Ads™, and it is his proven methodology, principles, and framework that are used daily at the Wizard of Ads™.

Share this:
subscribe for free stuff

Secret Formulas Periodical.

Rare, bizarre, and unexpected tools, tactics, and techniques for profitable persuasion beamed directly to your pocket periodically, without warning.

(No spam. No strings.
Let's grow your home
service business.)
Frequently asked questions

Questions? We’ve got answers.

Why Wizard of Ads®?

Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:

Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.

Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.

Who Should Work with The Wizard of Ads®?

Wizard of Ads®  offers services that start with understanding your marketing challenges. 

We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.

What Do The Wizard of Ads® Actually Do?

Maximize Your Marketing Impact with Strategic Alignment. 

Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.

Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.

What can I expect working with The Wizard of Ads®?

Transform Your Brand with Our Proven Process.

Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.

Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.

What Does A Brand-Foward Strategy Do?

The Power of Strategic Marketing Investments

Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.

While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.

Ready to transform your world?

(do it - you
deserve this)