CREATIVE INDUSTRIES


FEATURE


A weak brand is never going to attract your ideal


customer and so you will become frustrated at spending on marketing. This leads to cutting back on marketing; it’s a vicious circle which we see all the time. But marry up an effective marketing strategy with a good brand that resonates with your audience and just watch the magic happen.


TOP TIPS FOR A ‘GOOD’ BRAND Work with a professional to create a brand that talks to your audience. Design with the future in mind, and be authentic and memorable. You need people to understand what it is that you do so be careful not to be too ‘clever’. Once you’re happy, create a set of brand guidelines, this


will stop anybody deviating from being ‘on brand’. Message is key, so conduct an internal workshop with


key members of the team to agree the right message for your target audience(s) - there may be more than one. Again, you could use a professional here to conduct this. The important thing to remember is that you must translate


whatever you feel into a message for external use that works. Keep the consumer in mind at all times. Put yourself in their shoes. Be consistent. Don’t do all this amazing work and only


keep it up for a month or so. This is not a sign of a good brand and consumer trust will plummet. Excel at your deliverables and customer service – easily


translated to ‘do what you say you’re going to do’. The effect on a company brand when they don’t deliver what they promise can be devastating - most of us have been on the receiving end. Keep the team updated with your plans for the brand


and marketing. The more you involve your team and get them on board with your vision, the more powerful the vision, and results, will be. Ultimately, the most important measure of branding is


whether the product or service is selling. If you are investing in your brand and marketing and achieving what you set out to achieve it's a good indicator that your branding is effective.


business network March 2020


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