I’m currently putting together a workshop for the forthcoming Cosmetic News Expo entitled “The face of your brand” (and yes, as marketers we couldn’t help ourselves with the double entendre!) Regardless of what sector you work in I think now, more than ever, having a clear brand strategy is a key factor to your success.
Your brand resides within the hearts & minds of customers, clients & prospects. It is the sum total of their experiences and perceptions, some of which you can influence and some that you cannot.
Your business’ brand is everything you do, everything you say, and everything you stand for – so yes, it is VERY important and not just about having a pretty logo!
I would urge all business owners to step back and take the time to establish/reassess their brand. Ask yourself the following:
- The big idea – what lies at the heart of your company?
- Values – what do you believe in?
- Vision – where are you going?
- Personality – how do you want to come across?
Your brand strategy will form the linchpin of all your marketing communications. If you are clear on this, it will not only ensure that everything you do is ‘on brand’ and working to help you achieve your objectives but it also makes your life so much easier in terms of decision making and efficiency.
People have too much choice these days and too little time. In such a crowded market place you need to connect and engage with your target audience, after all, humans are emotional beings and feel more than they think.
If you are unsure about your brand strategy or your marketing in general and would like some advice then give me a call or drop me an email – 01242 236600 or zoe@bluehorizonsmarketing.co.uk
