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FAVERSHAM SET TO GAIN ITS
SWING BRIDGE
The Faversham Society has welcomed residents’ local referendum decision in favour of supporting plans for a swing bridge for the town’s creek. According to the group, the
positive result was 88% of 5,418 taking part in the vote backing the new neighbourhood plan for the area. The society had urged residents
Tackling cyber crime
A special website has been set up to help local businesses tackle the threat of cyber crime, following the recent cyber attacks affecting businesses including the NHS.
Companies and large organisations
are prime targets for this type of activity, and the Federation of Small Businesses has reported that two-thirds of its members have been targeted. Those affected have been victims on four occasions on average, costing each business almost £3,000 in total. To counter this threat and help
protect Kent businesses, KCC is launching its cyber crime campaign –
www.kent.
gov.uk/cybercrime or search Facebook and Twitter for #kentcybercrime to find out more. The National Cyber Security
Centre is warning that all businesses, small and large, need to take urgent steps to protect themselves. Mike Hill, KCC’s Cabinet Member for Community Services (pictured), said: “The cyber security threat has become more complex and each business must first understand what it means for them, determine their level of acceptable risk and identify key areas that need investment in cyber security… That is why we have taken this action – to help protect Kent businesses from falling foul of this type of criminal activity.”
THE ART OF BRAND SHAPING
One of the biggest marketing mistakes is to believe that a brand is a business’ product, logo, website or name, says Alex Ridings, Founder of Think Studio, a Kent-based brand and marketing agency. Your brand is considerably more than this. It’s actually what most people can’t put their finger on – it is those hard to place senses, feelings and sub- conscious thoughts, which influence how we perceive a product, a service or a company. A successful brand strategy is the long-
term process of developing your brand against specific goals. So what should you consider
when planning a successful brand strategy? • Understand yourself What is your defining purpose? What should be admired about your brand? What are you trying to achieve? • Be distinctive Why should customers choose you? What makes you a better choice? • Be focused Keep the message simple and avoid confusion. Remember consistency contributes to recognition and loyalty. • Get emotional Emotional responses are a very powerful component to drawing people to your brand. • Be flexible Times change, so does the
market. Businesses that don’t evolve and refresh their brand can get left behind. • Bring everyone with you Ensure your team and your past customers are kept informed as you change. If they understand the direction they become empowered ambassadors. • Build relationships If your customers like you, they will return. If you are loved they will tell everyone at every opportunity. The ‘positioning’ of your brand in terms of quality and value against cost can define it. • Say thanks Loyalty is priceless. • Visit
www.think.studio
to back the regeneration plans, which followed a fundraising campaign resulting in public donations of £125,000 towards the project. This will introduce marine tourism jobs and revive a key silted-up area of the creek basin. Howard Goodwin, Chairman of
the Society, said: “We are delighted the residents of Faversham voted in such large numbers in support of the Neighbourhood Plan. The Society encouraged its members and the residents of Faversham to vote yes in the referendum and we were pleased to see such overwhelming support for the Plan. The Plan is a compromise between many competing interests and the Inspector made some major changes too. “We are keen to see initiatives which
create employment for local people and to secure a great deal more affordable housing for residents and their children.”
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