The Funnel Above The Funnel: The Importance Of A Distinctive Brand Vision – Forbes
The traditional marketing and sales funnel has long been accepted as the optimal method for inbound customer acquisition. Brands look to leverage many tactics to fill the top of their funnel with as many leads as possible and let the sales team filter them out and close the deal. It seems simple enough, right?
But in todays saturated and complex market, this cookie-cutter approach is not enough to ensure an ideal prospect journey. Simply throwing money at pay per click (PPC), direct mailers or social media ads puts an emphasis on filling the funnel but can leave your sales team out to dry. Many leads will not be nearly ready to engage with your brand or may not be the right fit for your product or service. If you are a new brand, operate in a niche category or are disrupting an industry, this sentiment will be multiplied.
An emphasis needs to be placed on building your brand so that when prospects come in contact with a piece of content, a media placement or a social media post, they are already familiar with who you are and what you do. This is building a funnel above the funnel to develop targeted awareness and appear in the right spot, at the right time, for the right people.
A key driver of this funnel above the funnel idea is brand vision essentially, the core concepts that inspire your company. This supports your overall business strategy, differentiates your brand in the marketplace, draws in leads and excites your employees. Your brand vision may begin with a list of keywords, a mantra or an image, but soon, this vision should expand to every touchpoint of the company. From your logo and branding to marketing copy and even the verbiage your sales reps use, a brand vision is the starting point for any successful marketing journey.
However, a brand vision is not exclusive to new brands. In our practice, we see many established companies in need of a refresh. Their sales have gone stagnant and they are watching competitors pop out of every corner. As industries change, technology advances and customer needs shift, your brand needs to as well. Not just your operations or offerings, but how you are positioned in the marketplace. Ad dollars are going to waste if your brands message is being misconstrued. Your target audience is likely different than it was even five years ago; the same goes for their pain points and needs. A similar effort that goes into evolving your product or service needs to be replicated into developing your brand. Prospects wont care if you have a superior offering if the look and feel of your brand appear antiquated.
An ideal way to ensure that your brand is aligned with your target audience is simply to ask them. Based on many of our brand vision projects, I'd suggest leveraging market research and focus groups to build detailed customer personas and bounce ideas and strategies directly off of the people who would be interested in your services. This feedback can inform your imagery, tone and marketing tactics to drive meaningful connections with your audience. Listening to your prospects offers your brand a 360-degree view of what your stakeholders care about.
A great example of this concept in action is our own recent brand vision project. As an integrated agency that builds innovative and disruptive brands, we needed our imagery and messaging to reflect this approach. We revamped our logo and website to a sleek, minimalistic view, narrowed our positioning to focus solely on technology companies, and began generating content that echoed these sentiments. We created customer personas to mirror the key tech decision-makers we were looking to work with. This informed everything from the topics of our blogs to our verbiage in social media posts to the types of publications we targeted for thought leadership. All content was crafted keeping in mind the top pain points of growing technology companies. The results were stunning, and we quickly generated record levels of targeted inbound leads. By simply tweaking our brand vision, we were able to carve out a larger part of the market and convert on many of the prospects that came knocking at our door.
The brand vision is how you connect all facets of your business to the key stakeholders who may engage with your brand. The same emotions should be invoked when a prospect looks at your logo, scrolls through your website, reads an ad or stumbles upon a piece of content. This connected approach will grow on your prospects and draw them into your sales funnel when they are ready. Instead of throwing money at PPC and seeing what sticks, brands need to take a holistic approach to marketing. Tactics may work here and there, but they will limit lasting impacts. Investing in your brand and building the funnel above the funnel is the key to unlocking scale and staying power in an ever-shifting business environment.
See the original post here:
The Funnel Above The Funnel: The Importance Of A Distinctive Brand Vision - Forbes
- Google Adds AI Summaries of Business Reviews to Chrome URL Displays - Social Media Today - July 28th, 2025 [July 28th, 2025]
- Promising Social Media Stocks To Research - July 28th - MarketBeat - July 28th, 2025 [July 28th, 2025]
- Microsofts layoffs apparently wrecked World of Warcrafts social media marketing as Midnight looms - Massively Overpowered - July 28th, 2025 [July 28th, 2025]
- Pinterest Shares Tips on How To Maximize Marketing Efforts - Social Media Today - July 28th, 2025 [July 28th, 2025]
- Skincare and social media: 13 Investigates the dark side of product marketing for tweens - WSET - July 27th, 2025 [July 27th, 2025]
- Meta to Stop Serving Political Ads in the EU in October - Adweek - July 27th, 2025 [July 27th, 2025]
- Social media the industrys biggest questions, answered - The Drum - July 24th, 2025 [July 24th, 2025]
- The Changing Interests and Social Media Habits of 12-15-Year-Olds - MarketingProfs - July 24th, 2025 [July 24th, 2025]
- HyperTargeted Social Media Ads Market Will Hit Big Revenues In Future| Pinterest , Google Ads , Amazon Advertising - openPR.com - July 24th, 2025 [July 24th, 2025]
- Be Antibiotics Aware Partner Toolkit: Social Media - Centers for Disease Control and Prevention | CDC (.gov) - July 24th, 2025 [July 24th, 2025]
- Brands Are Losing Relevance Without Social Media Marketing - Here's Why You Should Act Now - openPR.com - July 24th, 2025 [July 24th, 2025]
- Whats really changing in social media? Start with these 10 trends - The Drum - July 22nd, 2025 [July 22nd, 2025]
- Social media trends shaping the future of real estate marketing - Realtor.com - July 22nd, 2025 [July 22nd, 2025]
- Caffeine pouches: The controversial new energy alternative teens are using like Zyn - NBC News - July 22nd, 2025 [July 22nd, 2025]
- Pinterest Taps Ben Wood to Lead Agency Sales in Europe - Adweek - July 22nd, 2025 [July 22nd, 2025]
- Understanding the Impact of Social Media on Indian Stock Trends Premium Investment Recommendations - Outstanding risk-reward balance -... - July 22nd, 2025 [July 22nd, 2025]
- Understanding the Impact of Social Media on Indian Stock Trends Market Trend Prediction Tools - Breakthrough capital growth - PrintWeekIndia - July 20th, 2025 [July 20th, 2025]
- Coinbase steps into consumer market with stablecoin-powered 'everything app' that goes beyond trading - CNBC - July 20th, 2025 [July 20th, 2025]
- Understanding the Impact of Social Media on Indian Stock Trends Financial Market Trend Insights - Free Stock Movement Tracking - PrintWeekIndia - July 20th, 2025 [July 20th, 2025]
- Marketing Media Money: Advertising & marketing in the age of social media influencers - CNBC Africa - July 20th, 2025 [July 20th, 2025]
- Understanding the Impact of Social Media on Indian Stock Trends Expert Selected Market Trends - High-yield portfolio picks - Autocar Professional - July 20th, 2025 [July 20th, 2025]
- The music licensing blind spot in social media marketing - Mumbrella - July 18th, 2025 [July 18th, 2025]
- Reddits ad revenue is growing x3 faster than the wider social media market: WARC Media - MediaNews4U - July 18th, 2025 [July 18th, 2025]
- In Graphic Detail: Inside the state of the creator economy industrial complex - Digiday - July 18th, 2025 [July 18th, 2025]
- Understanding the Impact of Social Media on Indian Stock Trends Market Trend Insights - Free Stock Chart Pattern Guide - Jammu Links News - July 18th, 2025 [July 18th, 2025]
- University Communications and Marketing wins national recognition for social campaign and content - Ohio University - July 16th, 2025 [July 16th, 2025]
- PINS vs. SNAP: TD Cowen Picks the Better Social Media Stock Ahead of Q2 Earnings - TipRanks - July 16th, 2025 [July 16th, 2025]
- Reddits CMO on why community marketing will drive its next wave of growth - Marketing Week - July 16th, 2025 [July 16th, 2025]
- An Overview of LinkedIns Ad Options and Targeting Tools [Infographic] - Social Media Today - July 14th, 2025 [July 14th, 2025]
- This is the rare bright spot in a tough Hollywood job market - Los Angeles Times - July 14th, 2025 [July 14th, 2025]
- Snapchat Partners With American Eagle on New Map Promotion Type - Social Media Today - July 12th, 2025 [July 12th, 2025]
- Digital marketing statistics of 2025: H1 by the numbers - Marketing Dive - July 10th, 2025 [July 10th, 2025]
- Social Panga wins the marketing mandate for Neo by Nippon Paint - Adgully.com - July 10th, 2025 [July 10th, 2025]
- Labubu Marketing Masterclass: How POP MARTs Designer Toy Conquered the World - Brand Vision Marketing - July 10th, 2025 [July 10th, 2025]
- New AI tools for mental health research and treatment - Google Blog - July 8th, 2025 [July 8th, 2025]
- AI, Irreality and the Liberal Educational Project (opinion) - Inside Higher Ed - July 8th, 2025 [July 8th, 2025]
- AI is changing our world. At what point will it change our reality? | Opinion - USA Today - July 8th, 2025 [July 8th, 2025]
- Sam Altmans AI Empire Relies on Brutal Labor Exploitation - Jacobin - July 8th, 2025 [July 8th, 2025]
- Protecting U.S. Tech: China Committee and Bipartisan, Bicameral Leaders Unite to Stop CCP AI Chip Smuggling - Select Committee on the CCP | (.gov) - July 8th, 2025 [July 8th, 2025]
- The worst thing about AI? That stupid Samsung ad where the guy adds way too much sugar to his pasta sauce - The Guardian - July 8th, 2025 [July 8th, 2025]
- She Wanted to Save the World From A.I. Then the Killings Started. - The New York Times - July 8th, 2025 [July 8th, 2025]
- BRICS leaders to call for data protections against unauthorized AI use - Reuters - July 8th, 2025 [July 8th, 2025]
- Opinion | Are We Really Willing to Become Dumber? - The New York Times - July 8th, 2025 [July 8th, 2025]
- The Coder Village at the Heart of Chinas A.I. Frenzy - The New York Times - July 8th, 2025 [July 8th, 2025]
- How agencies are pricing AIand what it means for industry compensation - Ad Age - July 8th, 2025 [July 8th, 2025]
- Ukrainian Troops Struggle to Hold the Line on the Eastern Front - The New York Times - July 8th, 2025 [July 8th, 2025]
- Russian Offensive Campaign Assessment, July 7, 2025 - Institute for the Study of War - July 8th, 2025 [July 8th, 2025]
- Ukraines Drone Revolution: And What America Should Learn From It - Foreign Affairs - July 8th, 2025 [July 8th, 2025]
- Russia welcomes Trumps cut to Ukraines military aid but it could be deadly for Kyiv - CNN - July 8th, 2025 [July 8th, 2025]
- Russias Child Soldiers: How the Kremlin Trains Ukrainian Kids and Sends Them to the Frontlines - UNITED24 Media - July 8th, 2025 [July 8th, 2025]
- Farmers turned soldiers, fields full of mines and a rural exodus: how Russia is punishing Ukraines countryside - The Guardian - July 8th, 2025 [July 8th, 2025]
- Zelenskyy says coalition of the willing should meet in a few days, after call with Starmer as it happened - The Guardian - July 8th, 2025 [July 8th, 2025]
- YouTube Enables Creators to Share More Data with Brands to Secure Partnership Opportunities - Social Media Today - July 8th, 2025 [July 8th, 2025]
- How Brands Are Taking Back Social Media From Influencers - The New York Times - July 8th, 2025 [July 8th, 2025]
- Explained: Why Greenwashing is the newest social media marketing red flag - Storyboard18 - July 8th, 2025 [July 8th, 2025]
- KFC appoints We Are Social as social agency of record - Marketing-Interactive - July 8th, 2025 [July 8th, 2025]
- Behind Amtraks social-first marketingthe viral Train-tacular post and whats next - Ad Age - July 6th, 2025 [July 6th, 2025]
- Olipops UGC Strategy: 5 Drops and Hotel Experiences That Drove Social Buzz - Influencer Marketing Hub - July 4th, 2025 [July 4th, 2025]
- Im a social media scientist with 3.5 million followers. Heres what Ive learned about public health communication - STAT - July 4th, 2025 [July 4th, 2025]
- Currys CEO: New generation of customers discovering the brand thanks to social strategy - Marketing Week - July 4th, 2025 [July 4th, 2025]
- TikTok Provides an Overview of Its New Brand Consideration Ads [Infographic] - Social Media Today - July 4th, 2025 [July 4th, 2025]
- Outdated AI Drains Marketing Budgets and Wastes Team Time - MarTech Cube - July 2nd, 2025 [July 2nd, 2025]
- Championing Growth and Enabling Teams to Thrive: Social Elements CEOs Approach to Leadership - Little Black Book | LBBOnline - July 2nd, 2025 [July 2nd, 2025]
- TikTok Launches Bulletin Boards for Broadcast Messaging From Creator and Brand Profiles - Social Media Today - July 2nd, 2025 [July 2nd, 2025]
- Ayrshire mentor named Social Media Marketing Specialist of the Year - The Scotsman - July 2nd, 2025 [July 2nd, 2025]
- The harms of social media are largely blamed on individuals instead of tech companies - USC Annenberg - June 29th, 2025 [June 29th, 2025]
- Instacart Gains Momentum With AI and Social Media Partnerships, Says Citizens JMP - Yahoo Finance - June 29th, 2025 [June 29th, 2025]
- Tunisian girl set to be repatriated after social media love marriage ends in divorce - Geo.tv - June 29th, 2025 [June 29th, 2025]
- Snapchat Shares Trend Insights for Marketers to Tap Into This Summer [Infographic] - Social Media Today - June 28th, 2025 [June 28th, 2025]
- The next performance marketing frontier: beyond search and social - Campaign - June 28th, 2025 [June 28th, 2025]
- 24Social Expands Southeast Asia Reach with Over 8 Years of Proven Social Media Expertise - Yahoo Finance - June 28th, 2025 [June 28th, 2025]
- How cheap SMM panels are revolutionizing social media marketing for small businesses - London Daily News - June 24th, 2025 [June 24th, 2025]
- Risks and Rewards: A Guide to Understanding Social Media Influencer Income for Valuation Professionals - CBIZ - June 22nd, 2025 [June 22nd, 2025]
- Technology to enforce teen social media ban is effective, trial says. But this is at odds with other evidence - The Conversation - June 22nd, 2025 [June 22nd, 2025]
- Own, a new social media app, aims to tokenize the creator economy - TechCrunch - June 20th, 2025 [June 20th, 2025]
- I've Worked With 1,000 Brands 11 Social Media Secrets Every Business Should Be Using in 2025 - Entrepreneur - June 20th, 2025 [June 20th, 2025]
- Meta to Start Including Ads in WhatsApp - Adweek - June 20th, 2025 [June 20th, 2025]
- Gambling and social media abuse of athletes - what is going on? - BBC - June 20th, 2025 [June 20th, 2025]
- YouTube Updates Shopping Buttons for Shorts, Expands Access to Communities - Social Media Today - June 20th, 2025 [June 20th, 2025]
- Reddit Announces New Conversation Research Tools and Updated Ad Options - Social Media Today - June 20th, 2025 [June 20th, 2025]