In a world where digital marketing is constantly evolving, it's crucial to stay updated with the latest strategies and tools. In an episode of the podcast "Vaamazing Sales," Marika Baltscheffsky Landgren, CMO at Carla and previously named "Marketer of the Year," shares her expert insights on how companies can build strong brands and maximize their marketing on YouTube.

The Basics of Brand Building

Marika emphasizes the importance of creating a distinct brand that stands out from the crowd. She explains: "The most important and first thing for a CMO to do is to establish what the brand is. The most crucial aspect is to be distinct in how you look and how you are. It should stand out from the crowd."

To achieve this, Marika recommends creating a comprehensive brand book that includes:

1. Design elements: logo, color palette, fonts, and usage guidelines
2. Tone and voice: How the brand communicates
3. Fundamental story: The brand's vision and mission
4. Concrete examples: How to apply the guidelines in practice

YouTube as a Powerful Marketing Tool

Marika highlights YouTube as one of the most effective tools for brand building and marketing. She points out: "You can reach a million unique Swedish viewers for fifty thousand kronor on YouTube. You reach an extremely large audience. Everyone uses YouTube."

Some of Marika's key tips for YouTube marketing include:

1. Use humor and surprise elements to capture viewers' attention
2. Utilize "brand lift studies" to measure the impact of your ads
3. Test different types of content, such as comedy sketches, sales pitches, and expert videos
4. Focus on the first 5 seconds to capture viewers' interest before they can skip the ad

Shorts - An Untapped Gold Mine

Marika reveals that YouTube Shorts can be a particularly effective and cost-efficient advertising platform: "For us, it has been extremely cheaper in reach. I mean, several times. It might have been something crazy like less than half as expensive at least. Because so few are using it right now."

Mistakes to Avoid in Marketing and Brand Building

Marika identifies some common pitfalls that companies should avoid:

1. Imbalance between production and distribution: "Content is king but distribution is queen and she wears the pants."
2. Trying to be too "cool" or minimalistic: "You can't be too stylish, you're not here to win design competitions or aesthetic contests."
3. Not daring to stand out or take risks for fear of not being "perfect"

Practical Advice to Get Started

For those who want to start applying these strategies, Marika gives some concrete advice:

1. Start with existing content: Use your LinkedIn videos or other existing materials as a starting point for YouTube ads
2. Test different formats: Try both traditional ads and Shorts
3. Follow YouTube's guidelines for effective video advertising (ABCD guide)
4. Don't be afraid to experiment and iterate: "Get started and keep testing all the time."

A Simple Exercise to Evaluate Your Brand

Marika concludes with a practical exercise to assess how distinct your brand is:

"Take the communication you're doing now, take your latest LinkedIn video or ad or whatever it is, an email. Put your competitor's logo on it instead of yours. And ask yourself if it would work if that competitor sent this out. If so, you need to add something that makes it uniquely your brand."

By following these tips and strategies, companies can create more effective marketing campaigns, build stronger brands, and reach a wider audience in a cost-effective way. The key is to dare to stand out, experiment with different formats and platforms, and constantly evaluate and improve your efforts.

Remember: in the world of digital marketing, it's not always the biggest budgets that win, but those who are most creative and willing to test new approaches. So take Marika's expert advice, start experimenting with YouTube and Shorts, and see how your brand can grow and reach new heights.