A selection of resources and articles you may find useful

Best practices for

Set Attainable Goals

You must keep your goals realistic and make them something you can stick to. Begin by determining your current position in the market. Then decide what you want to achieve.

Define Your Target Market

Ensure your campaigns reach your target markets and define your target before you start. Consider the age, gender, interests, location, consumer habits and other factors of your target customer.

Establish the Brand Identity

Communicate what your business does and how to demonstrate what your brand stands for. A clear brand identity needs the right name, logo, colours and imagery.

Have a Website

The 21st century demands a virtual presence so a website is now considered vital.

Use More Than One Channel

Avoid ‘putting all your eggs in one basket.’ Use multiple channels, both online and offline, to extend the reach of your brand. Fine tune when the data provides it.

Are you gambling with your brands?

I am often asked why a company should invest its time and energy in marketing its products and services.

The question may seem odd but many organisations have such faith, belief and trust in their own offering that they assume the outside world has a similar level of knowledge and trust. This can produce an internal focus which means assessing all situations with the view “that everyone knows what we do and offer“, this can be dangerously complacent.

What I do is to work with a team to help extract detail of core benefits from their products and services that they take for granted, in yet may well be unknown outside the organisation. The harnessing of this real value from internal teams to position the business externally is one of the most important aspects of my work and is frequently the best route to increased success. Part of this often involves a simple audit of the current situation, including customer attitude surveys.

Many organisations tell me that “our customers know our full product range and all about our new developments” yet this is frequently the view from the sales team and not from customer or market questioning. There is a real risk of believing you know what people think about your company without verifying it externally. Put simply unless you really understand how your products and services are perceived in the competitive market it is not possible to respond to the changing needs of customers or to reach out to new markets.

The better the information available about your products and services and how these are really seen in the market the better equipped a company is to capitalise on opportunities.

Product branding is frequently thought to only be something for consumer goods companies, but the principles of ease of recognition apply equally to any B2B business.

Again if the core attributes of a product and service can be also encapsulated in simple recognisable terms, the message is easier to deliver more widely. Branding does not mean of course that full technical detail and references cannot also be used but rather this is an additional and more powerful route to basic recognition. In these situations the brand journey needs to start internally to assist sales teams to make ready association with a product range before launching into the wider market. Internal communication to support market presence is as important as external and for an integrated approach needs to be aligned. We can work with you to make this happen and deliver success.

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