Brand Marketing … 8 Secrets to Continuous Improvement

Brands are verbs. What they do matters much more  than what they say. Brand marketing.

Is your business doing very well, but you are still wondering whether you should be making changes for continuous improvement? Like improving effective brand marketing? We recently received that question from Grace at Fresh Books. It is a frequent question we receive from clients.

Check out our thoughts on creative marketing.


Related: How to Frame Marketing Messages for Optimum Engagement


First, a word about Freshbooks. They are a cloud-based accounting software service designed for owners of the types of small client-service businesses that send invoices to clients and get paid for their time and expertise. From my research on-line, they appear to be doing incredibly well. And so I would conclude that their brand, branding, and brand marketing must be doing well also.


Let me point out that Freshbooks is not a client of ours. Grace simply asked me to take a look at their on-line presence and answer this question for them in the way of a blog that I post on my consultancy’s website. This is what I agreed to do because I believe it is such a pertinent topic to many businesses. I will do this task by simply studying their on-line presence, with no further discussion with them.


What is branding in business?

But first, let’s first be sure we share a common understanding of brands and branding. There is a brand, and there is branding. One is a noun, and one is a verb.


But the funny thing is that when it comes to what defines a brand and what defines your branding, the noun and the verb are switched. Branding is defined by things like a logo, look and feel, website copy, and all the visual details that go into managing the brand. It sends out a vibe, and it’s made up of many things.


A brand, on the other hand, is defined by a company’s actions. How do you serve the customer? What interesting service do you offer? How do you approach relationships with business partners and vendors? A brand is also by what you want to stand for.


The most important thing to remember, it’s not about you in the sense that you are in control. You are not. But you can influence.


Your brand represents a collection of your customers’ perceptions of how they see you, how they feel about you, and what they say about you. It communicates and influences every time it touches a customer.


In a world of abundant choice, such influence is crucial for business success. So despite Freshbooks’ brand marketing success, there are always ways to be better. Let’s examine some ideas on this subject:



The objective here is to define the company’s existence above and beyond making money. What does Freshbooks stand for beyond being a successful software company? None really visible. As they step up their game, now would be a great time to build and market this brand purpose.


Brand marketing … compelling value propositions

Freshbooks does a very good job of defining several very good value propositions, such as user friendly interface, ease of use, and award winning support team.


We suggest going deeper with these statements by validating details from customer users. A great way to do this would be to use customer stories to extend the value propositions beyond the products and services. Become defined by what you make happen, focusing on the customer’s end state resulting metrics.


make a difference
Can you make a difference?

Make a difference

Making a difference builds on your value propositions. Strong value shows the difference that the customers see.


We recommend adding to your list of value propositions and supporting them with details of proof from customer results.



Deliver on promises

Freshbooks uses many great customer testimonials and referrals. However, they could do a better job of pointing back to brand promises.


We believe Freshbooks could make explicit promises in their value propositions. Feature metrics and offer guarantees behind the promises. They should use actual customer experience to find the best metrics.


Brand marketing strategy … engage customers

Great brands drive greater engagement by creating emotional responses. They make learning about their products and services fun.


Freshbooks offers free 30 day trials of their products, which is excellent. They can make this more engaging by offering a customer support team to work with these potential new customers.


Brand marketing
                     Brand marketing.

Customer trust

Customer trust in this world is everything, isn’t it? Fresbooks must be doing it pretty well.


We suggest Freshbooks take a page from the FedEx brand by becoming synonymous with “reliability.” Define your reliability benefit to customers in the most straightforward terms possible. Offer reliability in everything you do — from your products and services to your website and communications.  Make your promise peace of mind for your customers.


 Help consumers help themselves

The best brands offer lots of help/advice …giving value in every interaction. You see this very often with on-line brand marketing and Freshbooks does this well also.


We believe our earlier idea on using customer support heavily in the free trial could be an excellent way to highlight the customer support team.


Highest quality customer service

We don’t have any results to examine here, but we recommend Freshbooks steal a page from the Zappos Brand. There is no secret here. Zappos became Zappos because of the fanatical customer support it offered. That is the company’s brand.


As Tony Hsieh, the Zappos CEO, put it, back in 2003, we thought of ourselves as a shoe company that offered great service. Today, we really think of the Zappos brand as about great service, and we just happen to sell shoes. Freshbooks could easily do the same to strengthen its brand marketing


Brand marketing … website design

 To the best brands, design is more than a shiny wrapper. It is the brand. Freshbooks needs more emphasis in this area with visuals and more professional visual influence.





There can never be enough focus on continuous improvement on brand marketing, independent of how well the business is doing. It seems Freshbooks is looking to take their success to a new level. This is an excellent time to make a statement with their brand marketing. Changing before you have to is always a good idea.


marketing strategy


Would you like to participate in a free evaluation of your business marketing where our output is published in our blog like Freshbooks? If you are interested, please send us an email to


Need some help in capturing more customers from your brand marketing design strategies?


Call today for a FREE consultation or a FREE quote. Learn about some options to scope your job.

Call Mike at 607-725-8240.


All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas.


When things are not what you want them to be, what’s most important is your next step. Call today.


Test. Learn. Improve. Repeat.


Are you devoting enough energy improving your marketing, branding, and  advertising?


Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?


Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+Twitter, and LinkedIn.  


Digital Spark Marketing will stretch your thinking and your ability to adapt to change.  We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed how reasonable we will be.


More reading on marketing strategy from Digital Spark Marketing’s Library:

Case Studies to Evaluate New World Marketing Concepts

How to Frame Marketing Messages for Optimum Engagement

Some Great Story and Storytelling Examples to Study

Jaw Dropping Guerrilla Marketing Lessons and Examples 


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Brand Marketing … 8 Secrets to Continuous Improvement