6. What is your distinctive, relevant and compelling brand idea that drives everything you are, say and do?Building upon your proposition, your brand positioning will help you create a unique image in people's minds.Look at customer values and competitors to identify the space your brand...
5. Customer value propositionWhat is your customer value proposition? What is your offer to customers that is of value to them and will increase their value to you over time? What are their unmet needs and problems that your brand and business can solve? What are the...
4. Which markets and customers will help you meet your objectives? Current, new or lapsed customersAre you targeting current, new and/or lapsed customers? What are they doing currently vs what you want them to do? e.g. switch brands, buy more from you and less from your competitors,...
3. How are you going to achieve your objectives?Areas to consider:- Are you motivating current customers to buy more or attracting new customers?- Do you need more employees to do this or will current employees be able to do it? Do they need more training...
2. Establish performance measures and processOnce you've set objectives, you need to make sure you have set performance measures and process for measuring and actioning. Performance measuresWhat are you measuring? Brand equity, engagement, lead conversions to enquiry, sales value or volume.ProcessHow often, who is responsible for...
During January, we'll focus on developing objectives and what you'll need to action to achieve the objectives.. Each business is in its own unique situation so this is not a linear process and you may not need to action all of the elements. 1. Set objectives not subjectives. The point...
We shared with First 5000 our latest thinking on placing wellbeing at the heart of the employer brand.Having recently worked with SUMO Salad on developing their positioning for and aligning their customer, corporate and employer brands, we've used this as a case study to prove...
Whether its to develop your instinct beyond the numbers, joint he numbers or add a visual image to the numbers, talking to your customers and employees is invaluable to build your brand, communications and experiences. We shared our reasons why and ways how to talk to customers and employees...
We shared with First 5000 our top 10 brand and marketing priorities and practical recommendations for medium business. http://www.first5000.com.au/blog/priorities-practical-recommendations-mid-market/Full Blog Here:Looking at medium business with a strategic brand and marketing lens, Rachel Bevans of the Healthy Brand Company offers priorities and practical recommendations for the mid market.We...
We build brand promises that people want to keep. What do we mean by this? For marketing and advertising to be most effective, employees and customers need to know what your brand stands for, and be aligned to your brand. This ‘promise’ is what employees and customers...