I liken marketing without data to driving blindfolded. We would never drive blindfolded; how would we see the road ahead? So, similarly, why would we put all of our marketing goodness out to the world without having a clear view of what’s working, and not working?

This week on the brand chats podcast, I recorded an episode about the importance of brand story in the small business world. We all know what a story is but why is it important when building a brand?

It's no secret that Gen Z consumers (those born between the mid-1990s and mid-2010s) are rewriting the rulebook on brand building. Gen Z is the first generation to have never known a world without the internet and smartphones. So, if you are not building a brand that speaks to Gen Z in a meaningful way, then you are going to be left behind pretty quickly.

Thanks to social media, small businesses have an amazing opportunity to connect with their audience online, showcase their work and give people an insight into their brand experience before they decide to buy. This now means that businesses need to be providing interesting and valuable content online to engage potential clients and show off their brand.

But, these days it seems like some business owners are taking it to the next level by sharing everything and anything online. Even on LinkedIn. So, is that what it means to build an authentic personal brand in the modern world? Let's unpack it.

#1 reason why you struggle to create content