Foundational Marketing for Emerging Brands

Marketing—whew! It’s a word that carries so much weight these days. When I entered the field 20 years ago, there were several subject matter disciplines, but the number of specialized roles has grown substantially over the years. Today, there’s not just one type of expert by discipline—there’s an entire network of sub-experts, which can be overwhelming when deciding how to market your organization.

Through my years of planning and activating integrated marketing campaigns to leading marketing teams, I’ve learned valuable lessons. Here are some key pieces of advice as you begin your marketing journey:

1. Don’t Try to Do It All Yourself!

It’s nearly impossible for one person to manage every element of a fully integrated marketing campaign. Larger companies often have entire departments dedicated to different areas, from branding and e-commerce to media and PR. My advice? Assemble a team of experts who care about your brand and can identify the key areas of focus for your business. Whether it’s tapping into your network or hiring a consultant or agency, investing in expert help early on will save you time and money in the long run.

2. Conduct Exploratory Research

Know your market, your category, and your customers. Marketing isn’t just about selling a product—it’s about building a relationship between your brand and the consumer. People want to know if a brand aligns with their values, if it offers a solution to their daily lives, and if they can access the product easily. Social media and digital tools have completely transformed how consumers interact with brands. Google search, Programmatic display, geotargeting tools, TikTok, Instagram, and even Facebook are powerful resources for reaching your audience. Don’t underestimate the seamlessness of modern purchasing.

3. Scrappy Marketing Tips for Emerging Brands

Here’s where to start if you're working with a limited budget:

• Be budget-aware: Whether you have a few thousand dollars or a few million, your budget will guide your strategic decisions.

• Clarify your business goals: Know where you want to go and what’s standing in your way. This will help you craft the right message for your audience.

• Understand your consumer: Invest in the points where your brand intersects with their passions.

• Consider e-commerce: An online presence is critical for product-based businesses. While brick-and-mortar is still essential, don’t underestimate the impact of the digital shelf.

• Connect with Experts: Freelancers, consultants, or agencies can offer creative solutions and strategic advice to maximize your marketing spend.

• Listen to podcasts: Whether it’s "How I Built This" highlighting founder stories, "The CPG Guys" for consumer packaged goods insights, or "Entreprenista" for the female hustle—there’s a wealth of free information from leading industry experts. Here’s a fantastic list of recommended entrepreneur podcasts published by Relay.  

Keep following for more tips! If you’d like to see a blog post on a particular topic, feel free to email me at brandi@jennisco.com or send feedback through our website!