McKinney Capital & Advisory shares 10 marketing expert's tips on how to make the most of your brand in 2019.

1. 10 GIFTS OF
BRANDING WISDOM
TO KEEP YOUR COMPANY
ON THE NICE LIST IN 2019

2. ...not an entire audience.
Make it personal
and personable to build a
real connection:
Simple, accessible, relatable,
even playful.
Keep only ONE person and
ONE goal in mind.
Write
as if you’re
writing a
letter to
someone...
MARKETING EXPERT SOURCE: ANN HANDLEY
#1
www.mckinneycapital.com | @mckinneycapital

3. Real trust is harder to earn
today than ever before.
With the rise of automation,
people want more personal and
authentic experiences.
The more we humanize our brands,
the more relatable they will be...
...and humans aren’t perfect.
It’s okay
better for
your brand
to be
imperfect.
MARKETING EXPERT SOURCE: ROHIT BHARGAVA
#2
www.mckinneycapital.com | @mckinneycapital

4. New is important, but new is not all.
There’s a reason we go back to
reading the same books or
watching the same shows...
We find comfort in nostalgia.
What can you do to
make your brand
feel more familiar?
bring
on the
nostalgia.
MARKETING EXPERT SOURCE: CURT STEINHORST
#3
www.mckinneycapital.com | @mckinneycapital

5. Increase your website
success rate by
eliminating confusion.
There should be a clear roadmap
for your website visitors.
How much content is on your
website compared to the actions
you want your visitors to make?
The ratio should be 1:1.
De-clutter,
de-clutter,
de-clutter.
MARKETING EXPERT SOURCE: OLI GARDNER
#4
www.mckinneycapital.com | @mckinneycapital

6. Don’t
blame
the
goldfish.
Netflix binges are
the new normal.
Your audience is capable of
paying attention as long as we
grab and hold their attention.
How? By creating
CURIOSITY and SUSPENSE
in your content.
MARKETING EXPERT SOURCE: ANDREW DAVIS
FALSE:
“Our audience has the attention
span of a goldfish (9 seconds).”
www.mckinneycapital.com | @mckinneycapital
#5

7. People don’t buy things.
They buy experiences.
86%
of customers say they will pay more
for a better experience.
75%
of companies say customer
experience is their #1 priority.
Ask yourself:
How will you make your customer’s
experience easier and better?
Customer
experience
is the new
marketing.
MARKETING EXPERT SOURCE: BLAKE MORGAN
#6
www.mckinneycapital.com | @mckinneycapital

8. The Golden
Question is...
“What’s in
it for the
customer?”
MARKETING EXPERT SOURCE: MICHAEL BRENNER
Ads ignored? Content unused?
No leads from your campaigns?
Reshift your thinking...
Your buyers are looking for help.
Try writing what problem each
marketing effort will solve
for your customers.
Customer empathy
delivers Marketing ROI.
#7
www.mckinneycapital.com | @mckinneycapital

9. Align brand
building
with
culture
building.
MARKETING EXPERT SOURCE: DENISE LEE YOHN
Brand building starts on the
inside - with every employee.
The stronger employee
engagement, the stronger the
customer experience.
Every employee should be able
to state what your company
stands for...
...and deliver on it.
#8
www.mckinneycapital.com | @mckinneycapital

10. use
the
winning
formula
MARKETING EXPERT SOURCE: JEFFREY ROHRS
How will brands survive
in the future?
Be creative
+ have a meaning worth keeping alive
+ build true engagement
= brand longevity
#9
www.mckinneycapital.com | @mckinneycapital

11. Hey siri,
voice is
the future.
MARKETING EXPERT SOURCE: ANDREW ESSEX
Siri, Alexa, no matter who
you turn to as your virtual
assistant, one thing is clear:
Voice is the future.
You’ve fine-tuned the look
and feel of your brand, but
how about how about
its sound?
#10
www.mckinneycapital.com | @mckinneycapital

12. We’re here to help your company
become a better version of itself in 2019.
Commercial Real Estate Leasing, Sales & Advisory
www.mckinneycapital.com
Special thanks to Brand ManageCamp 2018 and its speakers for all the marketing wisdom!