Yes, we all know how hard it is to build a brand in today’s economy. All of the tried and true marketing wisdom seems to be in question for new whiz kid technology brands as well as the blue chip brands. But here are three easy steps to having your brand remain strong and even accelerate, in these challenging times:
1. Have a point of difference: Yes, this is Marketing 101, but it’s surprising how many brands, seemingly in a panic over retaining old customers and gaining new ones, slowly, but surely, are moving away from this key basic. Having a point of difference means understanding your market needs, knowing what perceptual space each of your competitors has claimed and then (based on your brand’s core competencies) differentiating your market-relevant message so that it resounds and grabs the minds and hearts of your target audience.
2. Be consistent: Again, a basic that we were all taught in “packaged goods school.” But, now consistency is what you need to convey not only in your paid advertising, but also in your social media, public relations, promotions, event marketing and especially in your customer service and employee communications. If your customer service reps or employees can’t describe what your company and brand(s) stand for, you’re missing a great opportunity for the most natural viral campaign. Now, everyone is a star on Facebook – and they talk about their lives, including their work – make sure they are ambassadors, not complainers or destroyers of your positioning.
3. Measure, adjust, measure, adjust, measure, adjust: Well, you get the picture. This approach is common now in online advertising, BUT it needs to be applied to every facet of your brand’s marketing mix. Gone are the days when you implemented an “Annual Planning” cycle and re-wrote the next calendar or fiscal year’s plan to launch on a certain date. The “measure, adjust, measure, adjust” approach must be built into each program. When you are developing a promotion, from the onset, you need to know what the monthly, weekly and, dare I say it, daily success hurdles are that your brand needs to clear. And, they must be actively managed on an ongoing basis to reallocate, increase support or pull the plug.
It’s back to school time (let’s face it, that feeling never goes away) and that can mean back to branding basics. If you want to learn specific examples of how these three easy steps for better ROI worked for marquise brands, visit the Success Stories section at www.domusinc.com If you want to chat online, leave a comment on this post. If you want to chat in person as to how Domus can help your brand, call or e-mail me directly at 215-772-2805 Or firstname.lastname@example.org.
Betty Tuppeny is the CEO and founder of Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact Betty directly at email@example.com or 215-772-2805.