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The 5 Keys to Brand Strategy

You can’t plan your branding strategy for 2025 without understanding…

1. Retention vs. Acquisition numbers

2. Net new marketing strategies vs. grassroots

3. How you are leveraging audience for conversion

4. Your ability to leverage brand to drive down CAC

5. Overall opportunity for increased awareness

6. Your best performing CTA's per client vertical

Here is the cycle that I see:

Step #1: A founder wants to increase sales so they lean on the CMO and Sales team to "figure it out.”

Step #2: The CMO and Sales team try random "hacks" and end up coming short of targets.

Step #3: The founder fires all these roles and rehires them with the same (or higher) expectations.

Step #4: Start back at step 1.

This is typically a lose-lose situation for everyone involved. Instead, the Founder should understand their numbers (CAC, LTV, Pipeline Development, etc.).

Once they understand that they should:

Stage 1: Launch evergreen strategies to increase these numbers that don't rely on hacks (personal branding, SEO, email marketing, newsletter building).

Stage 2: Allocate resources to enhancing strategies (ads, influencer marketing, new marketing promos, etc.).

The evergreen strategies will only continue to compound.

The enhancing strategies will create moments of spark that create a new baseline.

When your efforts are aligned and driven by data it takes emotion out of play, then you can get to work on increasing your efficacy day by day without making harsh pivots.

Keep Building,

Clifton Sellers
Founder, Legacy Builder