CHAMBER SOCIAL
A DEDICATED SPACE FOR CHAMBER MEMBERS
By Maxine Howe, Managing Director at Identity Studio
Maximising your marketing success
As a business owner myself I know how easy it can be to lose sight of your business goals. Sometimes you spend so much time dealing with the day-to-day, or focusing on the next project, you have little time to check if you’re still heading on the right track. With that in mind, it’s worth taking time out to revisit the basics:
1. Make a plan If you do not know where you want to be you cannot decide how to get there. You rarely just jump into your car and drive
with no destination in mind, so plan your pathway to success. Think about where you want the business to
be in five years and then begin by planning the steps that will get you there. Here’s a good place to start…
2. Know your customer Sounds obvious but you always need to keep in mind who your customer is or, if not who they are now, who you are trying to appeal to. With this in mind you can set out to make decisions that you know will appeal to them. Know them, what they like, how they prefer to communicate and why they would use your service or buy your products. A good way to start is by asking them - whether that’s via a survey or, heaven knows, by good old face-to-face!
3. Know your brand A brand started as a way to distinguish one person’s cattle from another and that’s not so
46 Chamber Profile Summer 2019
different today. It still identifies your product or service from another. Your brand is everything from your logo,
brochures, packaging, website and uniform, to the tone of voice you use in your promotions. In short, it’s your company’s DNA. With this in mind what does your brand say about your business? A good litmus test to formulate your brand’s personality is to imagine it as a famous person. Who would it be? What do they look like? How do they communicate? More importantly, do they relate well to your customer base or is there a disconnect?
4. Take stock Think about all of the areas where your customer comes into contact with your brand. This could be anything from a business card, store signage, a show stand, a social media post or website, right through to your employees’ sales patter. Do all these areas of contact reflect your
brand’s DNA or are they standing out for the wrong reasons? In other words, is your brand communicating to customers in a consistent way? Which brings me nicely to…
5. Communicate One of the easiest ways to build your business is through word of mouth so get ‘talking’. Tell the people you meet about what you do. Network. Get social, post and chat on suitable social media channels about your business. Offer advice and give helpful tips to build trust in your
Take stock and think about all areas of your brand
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