How startups can run brand marketing on a small audience

Being a startup is not a reason to skip brand marketing. Gerard is not talking about positioning or messaging here. He means buying media impressions to build frequency and a sense of importance around what you are doing. Picture the classic funnel: awareness, consideration, purchase. Brand marketing at a mass market level is expensive, and that is territory for fast moving consumer goods, banks and big brands. The principles still work on a small market at the bottom of the funnel. Perception of brand is anecdotal. If one person sees your brand two or three times a day, you are a big brand to that person. Gerard points to a daily retargeting campaign across Meta at $1.50 a day, which delivers reach, frequency and engagement across a small, already engaged audience. Those people visited your website, watched a video or sent an email. Apply big brand processes and tactics to them and a small media spend makes a real difference.