Your brand is a living thing —
Your brand is a living thing —
If you aren’t promoting your business, then you’re not giving it the best chance of success.
Building a solid brand identity is the crucial foundation for a thriving business. In a way, it’s more than a foundation; it’s your house.
Marketing is about getting active about inviting people around for a BBQ. Unorthodox analogy.
You might not like to have a BBQ, but in business, most people desire more customers, so in this instance, we’re looking to invite lots of people to a large non-stop BBQ at your house.
Shout it louder
The art of effective communication.
If you’re NOT looking to waste your time, effort, and money, then your marketing efforts should be underpinned by strategy. Strategy is a healthy mix of creative and logical thinking; it’s simple but not easy.
We need to clarify our message—what do we need people to do and why?
‘We sell bicycles and skateboards and they cost this much.’
‘Our baristas are extremely highly trained.’
‘Our loans have market-leading rates.’
‘We are now open on Tuesday and Thursday evenings.’
‘If you buy one roll of toilet paper you get 50% off of mustard tea towels.’
“Nobody reads advertising. People read what interests them, and sometimes it’s an ad.”
Howard Luck Gossage | Gossage, Freeman & Partners, San Francisco, 1950s
Placement
The second phase of the strategy.
Stunning visuals aren’t enough – getting your brand out there and on point is also about correct channel placement. There is no point in designing for a placement that won’t be seen by the target audience.
Working out where those people will be looking and when and how can you pique their interest is vital to achieving success.
Paid advertising | Google ads, social, 3rd party banners, digital screen displays
Print | Mail drops, Out of Home advertising (OOH), flyers, posters, brochures, stationery and business cards
Online | Websites, blogs, social media presence
Events | Pop-up stands, PR stunts, handouts, experiences, exhibitions
Video | Animations, interview lead, coverage and storytelling