Product Marketing
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PMM Sr. Team Lead (Trello) at Atlassian

This is always a challenge but in a lot of ways, I think it comes back to understanding that your brand isn't just what YOU say it's what the community says about you. Dave Gerhardt CBO at Drift has a ton of content around this, one thing he says that I wholeheartedly agree with is "What people say about your brand matters a lot more than what you say about yourself. Make sure they have something good to say." Meaning it's smart to invest in your community early and often and to listen to the people who are early adopters of your product to understand their experience. 

This is why it's also so important to get out into the market and learn about what's happening outside of your own narrow perspective. Brand reputation is hard to build and easy to lose and it must be protected and nourished. Every touch point a person has with your product, team, marketing, etc. is a brand experience and it behooves teams to understand that in the real world there isn't a separation between the product experience and marketing experience.

At the end of the day, you are trying to create a loop that goes from getting a person or team to using your product> evangelizing your product and growing your reach - this IS the secret sauce about brand and is something that can't be bought. Read more about why brand is so important and join DGMG for more of Dave's musings.

Former VP Product Marketing at Matterport
No doubt, the ROI of a billboard is hard to measure. But when it comes to brand marketing, you need to be crisp around the metrics. In marketing you'll either need to solve for awareness, demand generation, or both. Brand typically deals with awareness and that's not a straight $ to $ metric. At...more
Chief Marketing Officer at Hopin
I think anyone who discredits brand as a function of growth is living in an early 2000s era of B2B marketing that doesn't exist anymore. The truth is that behind every logo we are trying to sell to as vendors, is a human (crazy, I know). These humans have a job to do, and are trying to self-actua...more
VP Marketing at Sentry
Great question. I'd say the core of this problem is that Marketing has to play a role over the short, medium, and long term. And often time, brand marketing efforts require persistent campaigns over a longer period of time, so the key is to establish a baseline and come up with a few metrics to s...more