Enhance ROI through corporate and personal branding

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ENHANCE ROI THROUGH CORPORATE AND PERSONAL BRANDING

Today's marketplace is no longer responsive to the strategies that worked in the past.  There are just too many products, services, companies and marketing activities.  Technology has made it easier than ever before to set up a company, to market to and to connect with consumers.  Thus, gaining n awareness with consumers. There is a communication jungle out there, so where does an SME fit in? Where does it find its niche?  How does it shout loudly about what it has to offer?  Where can it be heard the loudest?  How can it increase the volume on its brand noise?  The answer is to develop a powerful brand aligned with the owner's personal brand that can communicate with consumers in a clear and concise manner.

Yes it is important to understand the role of communication tools and how they fit into the various marketing disciplines, however, much of branding is based on common-sense, and it is not difficult to understand, despite the efforts of a number of theorists with a liking for academic and quasi academic jargon!  Branding requires structure, budget and expertise.  Expertise can be provided by your marketing department (if applicable) and/or consultants and agencies. If you are considering instructing a consultant or  agency to assist you with your banding efforts, then consider the following:

• Judging the results - No agreement on the criteria whereby results can be assessed.
• Planning Process - Not enough planning ahead or time given to execute plans effectively.
• Vague Instructions - Poor briefing from senior managers to staff and then to agencies.
• Poor communication - causes confusion and inconsistencies in outputs. Damages the relationship.
• Authority - Too many layers of decision-making result in duplication and increased costs
• Legal relationship -No clear contract between the agency and the company results in confusion about ownership, risks and costs

Before you begin it pays to ask yourself the following questions:

1.     What's the background to this activity?

2.     What is the objective?

3.     How much can you afford?

4.     When is it needed?

5.     Are you clear on the positioning?

6.     Who are you selling to?

7.     What is it and what does it do? (products/services)

8.     What need in your consumer does your product/service fulfil?

9.     What makes it so special?

10.  What benefits are you offering?

11.  What is the most important benefit?

12.  Is there a good offer or incentive?