Brand Strategy.
Creating a brand.
Creating a brand is a collective endeavour. Customers, employees, suppliers and anyone else who interacts with a business has a role in shaping the brand.
How well do you think your brand is doing?
Does your business even have a brand identity?
Building a brand identity
Your brand identity is the representation of your company’s reputation through communicating attributes, values, purpose, strengths, and passions.
It includes what your brand says, the values you stand for and how you want your customers to feel when they interact with your business.
There’s been a lot written on Brand Development already; in short it is important to communicate distinctive values and proposition to customers. You’ll need to differentiate your offering to stand out from competitors. And you’ll need to be consistent in your approach to make your target values synonymous with your brand.
• Identify the values you want your brand to stand for.
• Focus on the benefits your brand offers its consumers.
• Actively differentiate your brand from competitors.
• Be consistent in your approach, and deliver on your promises!
Marketing strategy.
It’s an easy mistake to make, to confuse your marketing strategy with your marketing plan, but there is a subtle difference that needs to be considered if you’re going to be successful. And that first step is to ensure you don’t put the “how” before the “why”.
Your marketing strategy should affect the way you run your business, and be the foundation for your decision-making. If you don’t know who you are and what your stand for, how can your customers?
- Identify your overarching business goals so you can plan to fulfil them.
- Research your target market, focusing on trends, market size and demographics.
- Profile your customers, potential customers and competitors.
- Profile your business to understand where you fit into the market.
The starting point for us in any marketing partnership is understanding your business, and what you want to achieve. Simply put, what does success look like for you?
Once we’ve established your key business objectives, we can start to set out the strategy to achieve it, whether that’s a piece of disruptive marketing of a more traditional direct mail campaign.
Your objectives
The starting point for us in any marketing partnership is understanding your business, and what you want to achieve. Simply put, what does success look like for you?
Once we’ve established your key business objectives, we can start to set out the strategy to achieve it, whether that’s a piece of disruptive marketing of a more traditional direct mail campaign.
As the adage says, if you fail to prepare, you are preparing to fail, and marketing, be it digital or print, is no different.
If your marketing is going to be effective, it’s important for your plan to be underpinned by a long-term strategic vision, which in turn is supported by an understanding of your target market, potential customers and competitors.
Our marketing strategy service starts with an audit of your current marketing efforts, alongside in-depth market research and competitor benchmarking, helping us establish the perception of your brand in the marketplace. Once these baselines have been established, we can contrast how reality compares to your objectives, and begin to formulate a strategy that ensures the business is able to achieve its goals.
Advertising channels.
The right choices?
If you’re at the point of spending thousands, or even millions, of pounds on your latest ad campaign, have you asked yourselves what success looks like?
Are you ready to respond to the unexpected consequences the halo effect of your campaign may trigger? Hopefully, you will be more focused on nice problems to have, like ‘how will our service department cope now our orders doubled overnight?’ But equally, what happens if website traffic triples and sends the site down… during your headline ad slot during Coronation Street.
And how are you going to understand how your target market respond emotionally? Is your campaign reinforcing your existing brand values? Or building in new, unintended qualities. Hopefully positive.
If the answers to any of these questions is ‘no’, then maybe you haven’t.
Digital transformation.
Customer Experience Strategy.
Experts in Digital Engagement and Integratration.
Our approach focuses on helping brands better communicate with customers through digital. We’ll help your brand create feelings, become more memorable and useful, while driving responses by deploying the right channels, improving commercial performance and generating more sales, integrating the customer experience seamlessly.
It’s time to put a plan into action. But what does that entail?
Well, we use a 5 step plan that looks at different areas of focus. As the client, you’ll need to agree the plan. Once agreed, we typically need a minimum of 3 months, so we can put it into action, and develop any marketing or technical assets that will be needed.
Once set, we’ll develop a reporting dashboard, that will allow us to monitor performance, and optimise the customer journey and reviewing success against the targets we have set ourselves. This means investing less on underperforming activity, and focusing budgets into more productive channels.