The role of brand communications in every business

THE ROLE OF

IN EVERY BUSINESS

BRANDING, DESIGN & MARKETING

IMAGE AND BRANDAWARENESS AREMEANINGLESS IF THEYFAIL TO ACHIEVEGREATER TURNOVER.


ALL COMMUNICATIONS SHOULD SELL.AND, OF COURSE, ALL COMMUNICATIONSSHOULD BUILD THE BRAND (AS SHOULDALL MARKETING ACTIVITY).


IN FACT, THESE TWO ROLESARE COMPLEMENTARY.


COMMUNICATIONS SELL BYBUILDING THE BRAND (RAISINGAWARENESS AND INFLUENCINGPERCEPTIONS) AS WELL ASTHROUGH PROMPTING THEPOTENTIAL CUSTOMER TOTAKE ACTION.


THE ROLE OF MARKETING COMMUNICATIONSREMAINS THE SAME, AND THE LIMITATIONSREMAIN THE SAME TOO. MARKETINGCOMMUNICATION IS JUST ONE OF THE TOOLSAVAILABLE TO BUSINESSES, ALONG WITHMANY OTHERS, SUCH AS:


PRICING, DISTRIBUTION ANDPRODUCT DEVELOPMENT.


NOT EVERY MARKETINGPROBLEM HAS ACOMMUNICATIONS SOLUTION.


FOR EXAMPLE, IF YOU HAVE FUNDAMENTALPROBLEMS WITH YOUR PRODUCT ANDSERVICE IT IS ESSENTIAL THAT THESE ARERESOLVED FIRST, BEFORE YOU MAKE USEOF MARKETING COMMUNICATIONS.


“IF YOU TELL LIES ABOUT A PRODUCT YOUWILL BE FOUND OUT – EITHER BY THEGOVERNMENT, WHICH WILL PROSECUTE YOU,OR BY THE CONSUMER, WHO WILL PUNISHYOU BY NOT BUYING YOUR PRODUCT ASECOND TIME.”DAVID OGILVY


THE ONLY WAY YOU CAN DEVELOPAN EFFECTIVE COMMUNICATIONSSTRATEGY IS IN THE CONTEXT OFCLEARLY DEFINED BUSINESS ANDMARKETING OBJECTIVES.



DEVELOP A BUSINESS STRATEGY& OBJECTIVES.

>FIRST.


DEVELOP A MARKETINGSTRATEGY & OBJECTIVES.

>NEXT.


DEVELOP A BRANDCOMMUNICATIONS STRATEGY& OBJECTIVES.

>AND FINALY.


HERE IS A CHECKLIST TO HELPYOU DEVELOP YOUR


THE ROLE OF COMMUNICATIONSIS TO SELL.> BY BUILDING THE BRAND (RAISING AWARENESS

AND INFLUENCING PERCEPTIONS)> BY PROMPTING DIRECT ACTION

>ONE.


MARKETING COMMUNICATIONIS JUST ONE TOOLSET,AMONGST MANY.> NOT EVERY MARKETING PROBLEM HAS A

COMMUNICATIONS SOLUTION

>TWO.


COMMUNICATIONS STRATEGYEXISTS TO SUPPORT BUSINESSAND MARKETING OBJECTIVES.> MAKE SURE YOU HAVE CLEARLY DEFINED

BUSINESS AND MARKETING OBJECTIVES

>THREE.


THE PRINCIPLES FOR SUCCESS:> ALWAYS START WITH THE CUSTOMER> BE DISTINCTIVE AND MOTIVATING (BUILD

YOUR BRAND!)> DEVELOP AND NUTURE LONG-TERM CAMPAIGNS> INVEST THROUGH GOOD TIMES AND BAD> MEASURE YOUR RETURN ON INVESTMENT> BUILD LEARNING INTO EVERYTHING YOU DO> EXECUTE WITH POWERFUL (AND OWNABLE)

COMMUNICATIONS IDEAS

>FOUR.


STRATEGY IS:> “… THE DIRECTION AND SCOPE OF AN ACTIVITY

OVER THE LONG TERM: IDEALLY, WHICHMATCHES RESOURCES TO THE CHANGINGENVIRONMENT, AND IN PARTICULAR MARKETS,CUSTOMERS OR CLIENTS SO AS TO MEETSTAKEHOLDER EXPECTATIONS.”

>FIVE.


YOUR COMMUNICATIONSSTRATEGY SHOULD SET THEDIRECTION AND SCOPE OF YOURCOMMUNICATIONS OVER THELONG TERM, TO BEST MEET YOURSTAKEHOLDER EXPECTATIONS.

>SIX.


THIS CAN BE DONEBY CONSIDERING:> WHICH MARKETING OBJECTIVES ARE

MOST IMPORTANT> WHERE COMMUNICATIONS CAN HAVE

MOST IMPACT

>SIX.


SET AND AGREE THECOMMUNICATIONS BUDGET.

>SEVEN.


BEGIN THE PROCESS OF COORDINATINGCOMMUNICATIONS PROGRAMS INTO ANANNUAL PLAN BY CONSIDERING:> WHICH EXISTING PROGRAMS SHOULD BE MAINTAINED

> THE MARKETING ACTIVITIES YOU HAVE PLANNED

> NEW PROGRAMS THAT ARE NOT ‘TIME-LOCKED’

>EIGHT.


Our Top Tip:


THERE ARE BRAND CONSULTANTS WHOSPECIALISE IN BRANDING STRATEGIES ANDBRAND COMMUNICATION WHO CAN GUIDE YOUTHROUGH THE WHOLE PROCESS AND ADD AFRESH PERSPECTIVE TO THE PROJECT.

>TOP TIP.


email: [email protected]

www.darwinbrandconsultants.com

http://www.facebook.com/pages/Darwin-Brand-Consultants/165146273633452

https://twitter.com/Darwin_Brand

http://www.linkedin.com/company/2972466

https://www.behance.net/VincentBissette

https://www.youtube.com/channel/UCS2M2cgFWOIfd1HGVOlDxlw

The role of brand communications in every business

Business

Transcript of The role of brand communications in every business