7. Brand identity Your brand identity can have a significant influence on achieving your objectives or not. Firstly, it needs to reflect your brand idea. Colours, shapes, fonts, imagery, tone of voice and language, sensory experience and your name all say something about your brand, Make sure it represents what your brand stand for to customers, […]
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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 can occupy. Define your purpose and values that
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5. Customer value proposition What 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 products and services, important elements of the experience/marketing
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4. Which markets and customers will help you meet your objectives? Current, new or lapsed customers Are 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, use more of your product across more occasions
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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 and tools to enable them to deliver?
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2. Establish performance measures and process Once you’ve set objectives, you need to make sure you have set performance measures and process for measuring and actioning. Performance measures What are you measuring? Brand equity, engagement, lead conversions to enquiry, sales value or volume. Process How often, who is responsible for which objectives, what are the reporting
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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 of setting objectives is to have something to work
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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 the point. http://www.first5000.com.au/blog/put-employee-well-heart-brand-healtheir-results/ Full blog here: Embedding employee wellbeing
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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 versus relying solely on data. http://www.first5000.com.au/blog/time-talk-rather-relying-data/
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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 define marketing as the means by
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