Brand is often perceived as an intangible that can’t be measured. It seems ambiguous and something that is often indescribable. Yet it is real and has a financially proven impact on the bottom line.
Branding for me is a critical, foundational piece in every marketing strategy. It brings clarity and it answers questions from the marketplace before they are ever even asked. If you don’t have clarity here, the marketplace will smell it and challenge you for it. That’s why before you even think of launching a brand you need to make sure you get these 9 things right first. Continue reading
I love people who just get on with it. They see the problems and think of them as challenges that they just have to work around to get to where they want to go.
They inspire me to do better. They show me that things could be worse and better… in equal measure… so ‘just get on with it’. None more so than a client that I worked with for a very short period about four years ago.
As a practical marketing tool, competitor analysis is one of the most useful and most grounded. It identifies both the similarities and differences between players in the marketplace and most importantly it identifies clear gaps that have yet to be tapped and leveraged.
So Let’s start with clearly identifying what Branding is and what it isn’t.
We all know the history of the term that originates with cattle branding as a way of clearly identifying ownership of herds. Time has moved on since then and so has branding and what it has come to represent. And with that of course comes misrepresentations and misconceptions too.
What is Marketing?
One might think that in this technologically obsessed world in which we live that the Business Card is now defunct. One might even assume that people aren’t interested in collecting business cards at all. They’ll just bump phones with you and get your contacts that way. Alternatively they might connect with you on LinkedIn before you even meet and collect your details that way.