INSIGHT PAUL REES ASSOCIATES HOW TO BUILD A BRAND


Diagnosis first, then strategy


In my first article in last month’s magazine, I highlighted why building a brand is important and the key benefits to businesses of all sizes. In this piece the focus is on the first key strategic step in developing a strong brand ie: customer targeting.


Before embarking on the strategy stage of brand development it’s always beneficial to carry out a diagnosis of your business, which includes understanding current customers e.g., what they like about your brand and how they perceive you, and an analysis of your competitors and how you compare.


For SMEs it’s often not feasible to carry out comprehensive customer research and therefore simply speaking to some loyal customers is beneficial in order to understand questions such as why they buy from you, how they found you, and what they think of your company.


Once a diagnosis is completed then the focus should be on strategy. Brand strategy can sometimes be over complicated by people. Some may believe that a more intricate strategy appears more comprehensive and robust, however over-complicating it can hamper clarity and practical implementation.


Ultimately, an effective brand strategy should prioritise simplicity and clarity to ensure that it can be easily communicated and implemented across the organisation. Over complication may hinder successful execution and understanding, making it counterproductive to the primary goals of brand strategy.


To put it simply, brand strategy involves identifying and understanding your target audience, defining a unique value proposition (your differentiated offer), and effectively communicating a brand's identity. While it requires careful planning and consideration, it doesn't rely on complex scientific principles. Instead, it's about connecting with people on a human level, aligning with their needs, and consistently delivering a brand experience that resonates.


Te success of brand strategy lies in simplicity, clarity, and a good understanding of human behaviour rather than intricate scientific methodologies.


Customer targeting


Te first stage in shaping a brand strategy is focused on who you are targeting (and who you are not). Strategy is not just about deciding what to pursue; it is equally about deciding what not to pursue.


Segmenting your market is valuable for Small and Medium Enterprises as well as big organisations. While SMEs may not have the


Paul Rees Founder Paul Rees Associates paulreesassociates.co.uk


Paul Rees is a marketing consultant with 20+ years' experience in successfully driving brand and revenue growth across a range of sectors including Betting & Gaming, Retail, and Consumer Goods, for companies such as SIS, Argos, Coca-Cola, Nestle, and Campbells.


Paul works with SMEs who have ambitious growth plans but require senior marketing expertise to help develop a strong brand and an effective marketing approach. Paul helps businesses by utilising best practice brand and marketing planning processes, as well as lead generation to help drive company growth.


To put it simply, brand strategy involves identifying and understanding your target


audience, defining a unique value proposition (your differentiated offer), and


effectively communicating a brand's identity. While it


requires careful planning and


consideration, it doesn't rely on complex scientific principles.


Instead, it's about connecting with people on a human level, aligning with their needs, and


consistently delivering a brand experience that resonates.


extensive resources of larger companies, the principles of segmentation can still be applied in a practical and scaled manner.


Segmentation involves dividing a target market into distinct groups based on specific characteristics, such as demographics, psychographics, behaviour, or geographic location. For SMEs, this can be particularly beneficial in allowing them to focus their efforts and resources on the most promising market segments. Tis targeted approach can enhance efficiency and effectiveness in marketing and product development.


It also allows you to tailor your marketing to the WIRE / PULSE / INSIGHT / REPORTS P25


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