He said, “You know I’m a big guy in outsourcing. I didn’t deliver my own three children…I called an obstetrician. I do not want to have some member of my family fill my teeth or try to do it myself. So if somebody can do a job better than I can, and they can in all kinds of things…including playing the ukulele better than I can, I will have them do it for me.”

Back to my post, I find a surprising number of small and medium sized companies spend quite a bit of time trying to do branding and marketing on their own. As a result burning their fingers, hands and pockets. Most of these entrepreneurs are excellent techno wizards and they spend time and money doing things that are not in their orbit of core expertise. After multiple unyielding attempts, they seek assistance. 

Take integrated branding for example: If the company website looks like the green meadows of Wimbledon, the print collateral looks like the dry clay of French Open, but the target market prefers the racing track of Formula One, even the most funded marketing plans and brand strategies will fumble and tumble in bringing in the target buyers.

The big question is – why experiment on something that is critical and why not outsource it to a specialist who can deliver metrics and achieve branding and marketing goals. What stops you? After all, outsourcing frees your in-house resources to concentrate on your core business, saving you time, resources and opportunity cost.