FEATURE


CREATIVE INDUSTRIES


Invest in your brand for the sake of your business


By Gemma Orton (pictured), founder and Managing Director of Mocha Marketing


One of the consistent questions we get - and often the sticking point for businesses wanting to explore ‘marketing’ - is “what is brand and can you measure its effectiveness?” – or more to the point, “how will I see the return on my investment?” Brand is often perceived as something intangible that


can’t be measured. It seems ambiguous and something that is often indescribable. Yet we know it’s real. We see successful brands everywhere in our daily lives. We want them. We buy them. We are loyal to them. We only have to look at these brands to know that brand is real and has a financially proven impact on the bottom line - but for some, we still can’t seem to get our head around investing in it.


SO WHAT IS A BRAND? A brand is more than a logo and its colours for starters. A brand isn’t just about a look - although this is incredibly important and the foundation for everything else to be built upon. Think of it as a character. Your character needs to be able to wave from across the street to somebody it likes the look of and get a thumbs up in return - for those of us who prefer visual learning. What a brand means to consumers cannot be


overlooked. Your branding is the vehicle that delivers your message. It is your promises and guarantees, and your company values. It sets you aside from your competition. It speaks to your audience. It makes you approachable. It


‘A weak brand is never going to attract your ideal customer and so you will become frustrated at spending on marketing’


80 business network March 2020


provides warmth, comfort and confidence. It encourages loyalty, trust and commitment. It subtly demands a price for what the product is worth. It creates an impact.


THE RELATIONSHIP BETWEEN BRAND AND MARKETING Your brand needs proper support and to do this, you need to implement a marketing strategy and be consistent with your activities. This is where the effectiveness can really be measured. But it comes hand in hand. Investing in marketing without a strong brand is just throwing money away.


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