Why branding matters more than you think with Darcy Boucher

If you’ve ever felt like marketing advice sounds like a broken record—post daily, use trending audio, go viral!—you’re not alone. And if you’ve ever wondered why that advice doesn’t always work for your business, you’re also not alone.

That’s exactly what I got into on a recent episode of Content Magic with Darcy Boucher, CEO of Bowda Creative Co. Darcy and I connected over something unexpected (a broken wrist—because apparently, that’s a niche now?), but our conversation quickly turned to something we both feel strongly about: why a tailored marketing approach is the only approach that actually works.

The Problem with Cookie-Cutter Marketing

You’ve seen it before: agencies selling package A, package B, and package C like they’re meal deals at a fast-food joint. The problem? Not every business needs every platform, and a one-size-fits-all approach can leave businesses wasting time and money on things that won’t actually move the needle.

Take this example: If you’re running an HVAC company, do you really need to be dancing on Instagram Reels? Probably not. But if you're a personal brand or a creative entrepreneur, showing up on video might be a game-changer. The key is knowing what works for your business, not what someone else swears is the golden rule of marketing.

The Key to Marketing That Works: Customization

Darcy built her agency, Bowda Creative, on the idea that marketing should be tailored to each client. Instead of throwing a pre-set package at a business and hoping it sticks, she looks at what they actually need. That could mean focusing on social media strategy, building an SEO-friendly website, or even just fixing a few DIY hiccups on a brand-new site so it actually converts.

If you’ve been feeling stuck with your marketing, here’s what to do:

1. Get Clear on Your Why – If you don’t know why you’re showing up, your audience won’t either. Define your mission, values, and who you’re actually talking to. It makes everything else easier.
2. Play to Your Strengths – If you hate video, don’t force yourself to do TikTok just because everyone else is. Maybe you’re a great writer, in which case email marketing or blogging is a better fit.
3. Be Intentional – Every post, email, or website update should serve a purpose. No more posting just to post or hopping on trends that don’t make sense for your brand.
4. Understand That Done is Better Than Perfect – You don’t need to have it all figured out before you start. Showing up consistently matters more than having the most polished content.

Why Going Viral Isn’t the Goal

Speaking of trends, let’s talk about the viral obsession. As Darcy pointed out, going viral isn’t all it’s cracked up to be. Sure, a viral post might get you a ton of likes and shares, but are those people your ideal clients? Are they actually going to buy from you? Most of the time, the answer is no. Instead, the goal should be steady, sustainable growth that brings in the right people—not just random internet lurkers.

Branding, Rebranding, and Knowing When It’s Time

Another big topic we covered: branding and rebranding. If your business has been around for a while, you might hit a point where your brand doesn’t quite fit anymore. Maybe your original branding was a DIY job, or maybe your business has evolved. Either way, a rebrand can be a powerful way to realign your business with your mission and attract the right audience.

Darcy shared how she recently went through a rebrand and how, even as a marketing pro, it was an emotional, deep process. It’s not just about getting a new logo—it’s about clarifying what you stand for and how you communicate that visually and verbally.

The Bottom Line

Marketing isn’t about checking off a list of trends or copying what someone else is doing. It’s about finding what works for you and your business and showing up in a way that feels natural and sustainable.

So if you’ve been spinning your wheels, trying to do all the things, take a step back. Ask yourself:

• Does my content reflect my brand and values?
• Am I playing to my strengths, or am I forcing myself to do things that don’t feel right?
• Am I focusing on building long-term relationships with my audience, or just chasing trends?

If you’re ready to take a smarter, more customized approach to marketing, give this episode a listen. And if you want more support in figuring out your brand voice and content strategy, let’s chat.

CONNECT WITH DARCY!
👉 Instagram: @bowdacreative
👉 Website: bowdacreative.com
👉 Offer: Get a Custom SEO Score

CONNECT WITH ME!
📩 Instagram: @lindsaysmithcreative
📩 Free Community Group: Content Magic Community

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