Creating Strong Brands
Constantly researching your client base
and target market is one of the most important steps in brand development and
lead generation marketing…
As marketing budgets tighten the portion of budget available for building the brand is reduced. At the same time, the pressure to be accountable for results increases. Any spend must be effective, the viability of the old 'trial and error' method to understand customer needs is considerably diminished. Marketers can no longer rely on intuition vs a fact based understanding of their marketplace.
The more factual and in-depth the information that goes into the communications brief, the better the result, producing a piece of communication that is on-target, on-brief and set up to achieve the desired result.
Businesses must understand their customers' needs and wants, then decide the important 'moments of truth' for those customers. A moment of truth is any point at which a customer comes into contact with a business and that contact has an impact on their emotional attachment to the brand / business / service. They must ensure that the important key messages are communicated clearly at those moments of truth and across all communications material.
Businesses also need to understand the profit potential of each target segment, spending more effort on those segments most likely to generate profits for the business. Emerging trends also have an effect on the target market, for example the current economic climate is seeing the consumer return to the security of home and to solace in little luxuries like visiting the cinema vs spending on the big night out…
Cost effective brand building depends on knowing exactly what customers care about and then tailoring the positioning and key messages to that. Delivering the key brand messages at each moment of truth and uncovering the relevance of each message and the degree to which it helps distinguish the brand or business from its' competitors.
One recent new brand I have been involved in is Poppy Cakes in the Emporium Fortitude Valley. This great new brand is launched in direct response to the need of the consumer to still partake in a little luxury. They can have a great little inexpensive treat and escape into the Cup Cake Parlour for ½ an hour, see www.poppycakes.com.au
The core to efficient brand marketing is targeting precisely what your customers care about. Then identifying the tangible marketing communications activities that can create those all important intangible brand associations. Strong brands rest on compelling and distinctive emotional connections with their customers.
As marketing budgets tighten the portion of budget available for building the brand is reduced. At the same time, the pressure to be accountable for results increases. Any spend must be effective, the viability of the old 'trial and error' method to understand customer needs is considerably diminished. Marketers can no longer rely on intuition vs a fact based understanding of their marketplace.
The more factual and in-depth the information that goes into the communications brief, the better the result, producing a piece of communication that is on-target, on-brief and set up to achieve the desired result.
Businesses must understand their customers' needs and wants, then decide the important 'moments of truth' for those customers. A moment of truth is any point at which a customer comes into contact with a business and that contact has an impact on their emotional attachment to the brand / business / service. They must ensure that the important key messages are communicated clearly at those moments of truth and across all communications material.
Businesses also need to understand the profit potential of each target segment, spending more effort on those segments most likely to generate profits for the business. Emerging trends also have an effect on the target market, for example the current economic climate is seeing the consumer return to the security of home and to solace in little luxuries like visiting the cinema vs spending on the big night out…
Cost effective brand building depends on knowing exactly what customers care about and then tailoring the positioning and key messages to that. Delivering the key brand messages at each moment of truth and uncovering the relevance of each message and the degree to which it helps distinguish the brand or business from its' competitors.
One recent new brand I have been involved in is Poppy Cakes in the Emporium Fortitude Valley. This great new brand is launched in direct response to the need of the consumer to still partake in a little luxury. They can have a great little inexpensive treat and escape into the Cup Cake Parlour for ½ an hour, see www.poppycakes.com.au
The core to efficient brand marketing is targeting precisely what your customers care about. Then identifying the tangible marketing communications activities that can create those all important intangible brand associations. Strong brands rest on compelling and distinctive emotional connections with their customers.