December 20, 2022
In this journal, we will share the key insights Robin shared with us about the importance of building a great brand and the mistakes startups often make when it comes to marketing.
In this episode of our video series Challenger Stories, we sat down with Robin Daniels, an executive advisor with more than 20 years of experience in brand and marketing in Silicon Valley. Robin has worked with iconic brands such as Salesforce, LinkedIn, WeWork, and Matterport, and has seen firsthand the impact of investing in building a strong brand.
Why invest in brand?
According to Robin, a great brand is never built by accident – it requires focus, consistency, and time. Here's what he had to say about each of these factors:
Focus: "You as a team, as a company, have to figure out what are we going to focus on, what is it going to mean, how long are we going to invest in it, and so on."
Consistency: "You have to stay very consistent, and then you modify based slightly on what’s happening in the market and the macro environment."
Time: "A brand is not built in days, weeks, or even months. It takes quarters and years to build a brand, but the best brands in the world take the time to do so - these are the ones we all know and talk about, and love every single day."
Common startup marketing mistakes
According to Robin, one of the biggest mistakes startups make when it comes to marketing is not investing enough time and effort into building a strong brand. He emphasized that a great brand takes time and consistency to build, and that it's important for startups to focus on these things rather than constantly changing their strategy based on the latest trends or the whims of their leaders.
1. Building a great brand requires focus, consistency, and time.
2. Startups often make the mistake of not investing enough time and effort into building a strong brand.
3. The best brands in the world take the time to build a strong foundation and stay consistent in their messaging and strategy.