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The role of brand communications in every business

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Image and brand awareness are meaningless if they fail to achieve greater turnover.

All communications should sell. And, of course, all communications should build the brand (as should all marketing activity).

This guides explains what you should know.

Published in: Marketing
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The role of brand communications in every business

  1. 1. THE ROLE OF IN EVERY BUSINESS BRANDING, DESIGN & MARKETING
  2. 2. IMAGE AND BRAND AWARENESS ARE MEANINGLESS IFTHEY FAILTO ACHIEVE GREATERTURNOVER. BRANDING, DESIGN & MARKETING
  3. 3. ALL COMMUNICATIONS SHOULD SELL. AND,OF COURSE,ALL COMMUNICATIONS SHOULD BUILDTHE BRAND (AS SHOULD ALL MARKETING ACTIVITY). BRANDING, DESIGN & MARKETING
  4. 4. IN FACT,THESETWO ROLES ARE COMPLEMENTARY. BRANDING, DESIGN & MARKETING
  5. 5. COMMUNICATIONS SELL BY BUILDINGTHE BRAND (RAISING AWARENESS AND INFLUENCING PERCEPTIONS) AS WELL AS THROUGH PROMPTINGTHE POTENTIAL CUSTOMERTO TAKE ACTION. BRANDING, DESIGN & MARKETING
  6. 6. THE ROLE OF MARKETING COMMUNICATIONS REMAINSTHE SAME,ANDTHE LIMITATIONS REMAINTHE SAMETOO.MARKETING COMMUNICATION IS JUST ONE OFTHETOOLS AVAILABLETO BUSINESSES,ALONG WITH MANY OTHERS,SUCH AS: BRANDING, DESIGN & MARKETING
  7. 7. PRICING, DISTRIBUTION AND PRODUCT DEVELOPMENT. BRANDING, DESIGN & MARKETING
  8. 8. NOT EVERY MARKETING PROBLEM HAS A COMMUNICATIONS SOLUTION. BRANDING, DESIGN & MARKETING
  9. 9. FOR EXAMPLE,IFYOU HAVE FUNDAMENTAL PROBLEMS WITHYOUR PRODUCT AND SERVICE IT IS ESSENTIALTHATTHESE ARE RESOLVED FIRST,BEFOREYOU MAKE USE OF MARKETING COMMUNICATIONS. BRANDING, DESIGN & MARKETING
  10. 10. “IFYOUTELL LIES ABOUT A PRODUCTYOU WILL BE FOUND OUT – EITHER BYTHE GOVERNMENT,WHICH WILL PROSECUTEYOU, OR BYTHE CONSUMER,WHO WILL PUNISH YOU BY NOT BUYINGYOUR PRODUCT A SECONDTIME.” DAVID OGILVY BRANDING, DESIGN & MARKETING
  11. 11. THE ONLY WAYYOU CAN DEVELOP AN EFFECTIVE COMMUNICATIONS STRATEGY IS INTHE CONTEXT OF CLEARLY DEFINED BUSINESS AND MARKETING OBJECTIVES. BRANDING, DESIGN & MARKETING
  12. 12. BRANDING, DESIGN & MARKETING
  13. 13. BRANDING, DESIGN & MARKETING DEVELOP A BUSINESS STRATEGY & OBJECTIVES. >FIRST.
  14. 14. BRANDING, DESIGN & MARKETING DEVELOP A MARKETING STRATEGY & OBJECTIVES. >NEXT.
  15. 15. BRANDING, DESIGN & MARKETING DEVELOP A BRAND COMMUNICATIONS STRATEGY & OBJECTIVES. >AND FINALY.
  16. 16. BRANDING, DESIGN & MARKETING HERE IS A CHECKLISTTO HELP YOU DEVELOP YOUR
  17. 17. BRANDING, DESIGN & MARKETING THE ROLE OF COMMUNICATIONS ISTO SELL. > BY BUILDINGTHE BRAND (RAISING AWARENESS AND INFLUENCING PERCEPTIONS) > BY PROMPTING DIRECT ACTION >ONE.
  18. 18. BRANDING, DESIGN & MARKETING MARKETING COMMUNICATION IS JUST ONETOOLSET, AMONGST MANY. > NOT EVERY MARKETING PROBLEM HAS A COMMUNICATIONS SOLUTION >TWO.
  19. 19. BRANDING, DESIGN & MARKETING COMMUNICATIONS STRATEGY EXISTSTO SUPPORT BUSINESS AND MARKETING OBJECTIVES. > MAKE SUREYOU HAVE CLEARLY DEFINED BUSINESS AND MARKETING OBJECTIVES >THREE.
  20. 20. BRANDING, DESIGN & MARKETING THE PRINCIPLES FOR SUCCESS: > ALWAYS START WITHTHE CUSTOMER > BE DISTINCTIVE AND MOTIVATING (BUILD YOUR BRAND!) > DEVELOP AND NUTURE LONG-TERM CAMPAIGNS > INVESTTHROUGH GOODTIMES AND BAD > MEASUREYOUR RETURN ON INVESTMENT > BUILD LEARNING INTO EVERYTHINGYOU DO > EXECUTE WITH POWERFUL (AND OWNABLE) COMMUNICATIONS IDEAS >FOUR.
  21. 21. BRANDING, DESIGN & MARKETING STRATEGY IS: > “…THE DIRECTION AND SCOPE OF AN ACTIVITY OVERTHE LONGTERM: IDEALLY,WHICH MATCHES RESOURCESTOTHE CHANGING ENVIRONMENT,AND IN PARTICULAR MARKETS, CUSTOMERS OR CLIENTS SO ASTO MEET STAKEHOLDER EXPECTATIONS.” >FIVE.
  22. 22. BRANDING, DESIGN & MARKETING YOUR COMMUNICATIONS STRATEGY SHOULD SETTHE DIRECTION AND SCOPE OFYOUR COMMUNICATIONS OVERTHE LONGTERM,TO BEST MEETYOUR STAKEHOLDER EXPECTATIONS. >SIX.
  23. 23. BRANDING, DESIGN & MARKETING THIS CAN BE DONE BY CONSIDERING: > WHICH MARKETING OBJECTIVES ARE MOST IMPORTANT > WHERE COMMUNICATIONS CAN HAVE MOST IMPACT >SIX.
  24. 24. BRANDING, DESIGN & MARKETING SET AND AGREETHE COMMUNICATIONS BUDGET. >SEVEN.
  25. 25. BRANDING, DESIGN & MARKETING BEGINTHE PROCESS OF COORDINATING COMMUNICATIONS PROGRAMS INTO AN ANNUAL PLAN BY CONSIDERING: > WHICH EXISTING PROGRAMS SHOULD BE MAINTAINED > THE MARKETING ACTIVITIESYOU HAVE PLANNED > NEW PROGRAMSTHAT ARE NOT‘TIME-LOCKED’ >EIGHT.
  26. 26. BRANDING, DESIGN & MARKETING Our Top Tip:
  27. 27. BRANDING, DESIGN & MARKETING THERE ARE BRAND CONSULTANTS WHO SPECIALISE IN BRANDING STRATEGIES AND BRAND COMMUNICATION WHO CAN GUIDEYOU THROUGHTHE WHOLE PROCESS AND ADD A FRESH PERSPECTIVETOTHE PROJECT. >TOPTIP.
  28. 28. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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