What many people find, however, is that once you’re deep into the marketing pool, it’s all too easy to flounder. In your own areas of expertise, you are skilled, sharp, and intuitive, but there’s not necessarily a direct translation into marketing, just as a professional basketball player is not necessarily a swimmer. The rules of marketing are specific, constantly in flux, and it’s difficult to know how to engage and connect a multitude of channels by making your best guess. In other words, swimming in these waters is about more than creative energy, instincts, and imitation. What you need is expertise.
You want to be the name that customers associate with a particular product or service. This phenomenon is known as brand recall. When a customer thinks of toothpaste and thinks “Colgate,” or when someone in a car accident remembers the number for a popular local attorney, that is brand recall at work. Companies want their brand to come to mind when customers are looking for a service or are ready to make a commitment.