Building a Brand from Scratch: Strategies for Small Marketing Teams

July 11, 2024
Content Marketing | Marketing Strategy | Tech Qualified

Episode Summary

In this episode of Tech Qualified, hosts Justin Brown and Meredith Metsker sit down with Allys Ton from Qortex to discuss the intricacies of brand building, particularly for small marketing teams. Allys shares her extensive experience in creating and nurturing brands at various companies, highlighting her unique approach to personifying brands. She explains how a comprehensive branding exercise can define a brand’s personality, voice, and values, making it easier to communicate the brand’s essence across all marketing materials.

Allys emphasizes the importance of collaboration within a company during the branding process. She advocates for involving different departments to get a holistic view of the brand’s identity. This approach ensures that the brand’s personality resonates with everyone, from engineers to customer-facing employees. Allys also talks about the practical steps involved in launching a brand, such as updating websites, social media, and marketing collateral, to align with the new brand identity.

The conversation also covers the challenges and strategies of maintaining brand consistency with the help of external contractors. Both Allys and Meredith share their experiences working with designers and content creators to keep their brand’s voice and visual identity cohesive. They discuss the balance of in-house skills and outsourced expertise, emphasizing the need for clear communication and feedback to ensure that all content reflects the brand’s core values and personality.

Featured Guest

Name: Allys Ton
What she does: Director of Marketing
Company: Qortex
Noteworthy: Allys: Built brands from the ground up at three companies

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