Brand Value

Business Directors realise that brands like never before are the single most valuable asset a company has. Whether local or national, in today’s world there are more products and much less product differentiation.

Competition is coming from all sides, fuelled in part by the ease with which brands can cross borders. On top of that, there is less room to manoeuvre because the media is extremely cluttered.

The brand is the totality of what the consumer experiences. When the consumer walks into your office, calls you on the phone, sends an email, looks at you online, opens a piece of print communication, sees a sign, reads or sees an advertisement.

Good advertising can build brands but in the world we live in, the world where every point of contact builds the brand we must have a consistent brand image.

A strong brand image is critical to growing market share.

A consistent brand identity whether a product, project or at a corporate level is an investment that is critical to your growth as a business.

Simple Marketing Strategy

Industry and situation overview – What are the current trends?

Know your competitors – Who are they, what are they up to, strengths, and weaknesses?

Positioning – Set yourself apart from the competition in the mind of your customer.

Key Objectives – Clear statement of the position you wish to occupy in your clients mind.

Target Market – Specific details, including competitors you need to replace.

Promise – What are you promising the customer and what is the benefit to them?

Support – Can you give the customers reason to believe the promise?

Tone – Search for a distinctive tone for communications. Tone helps build personality and helps separate brands from their competition

Tactics – What are you going to do?

 

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