A lot of startups unwittingly make the mistake of neglecting the importance of their brand and marketing efforts during their early stages. Instead, most of them rely heavily on their sales team to propel the business.
However, it’s crucial to establish a solid foundation for your brand before moving forward in acquiring customers. Just as building a house requires a strong base before adding a new kitchen or an additional story, startups need to prioritize brand development and marketing to support their growth.
That’s the philosophy of Jeff Lerner, founder and CEO of Misnomer LLC, a brand development and fractional CMO agency that focuses on startups and small businesses that are looking for strategic marketing plans and brand enhancements.
Launched in early 2022, his agency helps organizations that are hoping to turn their marketing into a more significant driver of their revenue growth through demand generation, persona development, content strategies, and other marketing channels.
Get to Know Jeff
Jeff is an award-winning and results-oriented marketing executive with over two decades of experience in hands-on C-Suite and senior executive leadership roles.
He launched his marketing career at none other than Google in early 2004 (when the search engine giant was just a startup), partnering with organizations and agencies to drive brand awareness and customer acquisition. During his nearly eight years at Google, Jeff launched new marketing teams, traveled internationally to open new Google offices, and received multiple awards and recognitions.
In 2013, he relocated to San Diego and served as the head of digital marketing and e-commerce at Cricket Wireless. There, he and his team delivered over $80 million in website revenue, a 197% increase compared to the prior year. They also lowered acquisition costs by 71%, leading to a higher profit margin. In part due to their website’s success, Cricket Wireless was eventually acquired by AT&T for $1.2 billion.
Afterward, Jeff led the digital marketing acquisition strategy of Provide Commerce, the parent company of ProFlowers and Shari’s Berries. During his time at Provide, revenue grew by more than 10%, and the company was acquired by FTD for $430 million.
Jeff was named a “Top 40 Business Leaders Under 40” by the San Diego Business Journal in 2018.
In 2019, he joined Auptix (now Flock Freight) and led its Marketing and PR efforts. He was responsible for growing the brand, driving customer acquisition, and building the foundation for rapid growth. Over the course of 2 years, the company raised over $375 million in venture capital, achieved a valuation of $1 billion, and increased its revenues from $30 million to over $300 million.
The Foundation For Business Success
Since the start of his career at Google, Jeff has been nurturing his love for understanding customer behavior and how to influence their buying decisions.
At Misnomer, he focuses on helping startups and small companies build the foundation for their success. This foundation includes brand development, understanding buyer personas, crafting a messaging tone, and so on.
Brand and marketing play a vital role in shaping how a startup is perceived by its target audience. They encompass everything from the company’s name, logo, and visual identity to its core values, messaging, and overall reputation. By establishing a well-defined brand and implementing effective marketing strategies, startups can differentiate themselves from competitors, build customer trust, and create a loyal following.
All of those lay the groundwork for future success, as they enable startups to maintain consistency, raise awareness, and adapt to market trends, which ultimately capture market share and drive growth.
"I love the ‘unknown’ of a startup and all that it can be when executed properly… I want to see startups grow and succeed, and that often begins with telling the story of why they exist in the first place. Crafting that narrative and finding ways to differentiate a product or service is what drives me every day.”
- Jeff Lerner, Founder and CEO
Misnomer LLC
Jeff believes that building a brand strategy that outlines the value proposition of your products and services, understanding your Ideal Customer Profile, and crafting a compelling brand story will not only allow your business to succeed but will also enable your sales team to improve their close rates and drive more revenue.
Ready to Build The Foundation For Your Business?
Jeff focuses on helping businesses in the early stages of their brand development and marketing, and once those are established, he forges valuable partnerships with specialist marketing agencies like Zero Company to execute those strategies and drive success.
If you want to know more about how Misnomer can help grow your business, just book a call.
