Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

What brand communications can and can’t do for your business

276 views

Published on

There are some things that you can achieve with well developed brand communications, however, there are also things that simply cannot.

Here’s our guide that shows you exactly what is and what isn't realistic.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

What brand communications can and can’t do for your business

  1. 1. WHAT BRAND COMMUNICATIONS DO FOR YOUR BUSINESS BRANDING, DESIGN & MARKETING
  2. 2. BRANDING, DESIGN & MARKETING SO HERE’S OUR
  3. 3. BRANDING, DESIGN & MARKETING REINFORCING EXISTING PERCEPTIONS OF A PRODUCT OR SERVICE - REALISTIC. IF CONSUMERS ALREADYTHINKTHATYOUR PRODUCT IS‘STRONG AND DURABLE’THEN REMINDINGTHEM OFTHIS,THROUGH COMMUNICATIONS,AND REINFORCINGTHESE EXISTING PERCEPTIONS OFYOUR PRODUCT IS PERFECTLY REALISTIC.IT’S ONE OFTHE FUNDAMENTAL ROLES OF COMMUNICATIONS. >ONE.
  4. 4. BRANDING, DESIGN & MARKETING CHANGING PERCEPTIONS OF A PRODUCT OR SERVICE - REALISTIC. THERE ARE MANY INSTANCES OF MARKETING COMMUNICATIONS CHANGING CONSUMERS’PERCEPTIONS OF A PRODUCT, SOMETIMES DRAMATICALLY.IN EVERY CASETHERE IS A STRONG PRODUCT ATTHE HEART OFTHE BRAND,AND COMMUNICATIONS ARE BUILDING FROMTHAT.USING COMMUNICATIONSTO CHANGE THE WAY PEOPLETHINK ABOUT A PRODUCT CAN BE REALISTIC, IFTHE PRODUCT ITSELF CAN ALSO SUPPORTTHE CHANGE. >TWO.
  5. 5. BRANDING, DESIGN & MARKETING ENCOURAGINGTRIAL OF A PRODUCT - REALISTIC. MARKETING COMMUNICATIONS CAN ALWAYS BE USEDTO ENCOURAGE ATRIAL OF A PRODUCT.THERE ARETWO KEY CHALLENGES: FINDINGTHE MOST COST EFFECTIVE WAY OF STIMULATINGTRIAL AND ENSURINGTHATTHETRIAL IS DESIGNED IN SUCH A WAY ASTO MAXIMISE ADOPTION OFTHE PRODUCT. >THREE.
  6. 6. BRANDING, DESIGN & MARKETING OVERCOMING A PRODUCT WEAKNESS - UNREALISTIC. SOMEBODY ONCE SAID:“GOOD ADVERTISING WILL MAKE A BAD PRODUCT FAIL FASTER.”IFYOUR PRODUCT IS WEAK THEN ADVERTISING WILL MAKEYOU FAIL FASTER,BECAUSE IT WILL ENCOURAGE MORE PEOPLETOTRYYOUR PRODUCT AND REALISE HOW BAD IT IS.FURTHERMORE,YOU’LL DESTROY CONSUMERS’TRUST AND RECOVERINGTHE SITUATION WILL BECOME DOUBLY DIFFICULT. >FOUR.
  7. 7. BRANDING, DESIGN & MARKETING CHANGING CUSTOMER PERCEPTIONS OF A SERVICE - UNREALISTIC. MOST PEOPLETRUSTTHEIR EXPERIENCE.SO IFYOUTELL ME,THROUGH MARKETING COMMUNICATIONS,THATYOU HAVE HELPFUL AND FRIENDLY SERVICE BUT MY VISITTO YOUR RETAIL OUTLET PROVES OTHERWISE,YOUR COMMUNICATIONS BUDGET HAS BEEN A COMPLETE WASTE. WORSETHANTHAT,I NOW MISTRUSTYOU AND WILL QUESTION ANYTHINGYOUTELL ME INTHE FUTURE. >FIVE.
  8. 8. BRANDING, DESIGN & MARKETING THE ONLYTIMETHAT MARKETING COMMUNICATIONS CAN SUCCESSFULLY CHANGE CUSTOMER PERCEPTIONS OF A SERVICE IS WHEN HISTORICALLYYOU’VE HAD BAD SERVICE,BUTYOU HAVE GENUINELY IMPROVEDYOUR SERVICE EXPERIENCE,ANDYOU ARE USING MARKETING COMMUNICATIONSTO SAY:“HEY,TAKE ANOTHER LOOK AT US,WE’VE REALLY IMPROVED…”. >FIVE.
  9. 9. BRANDING, DESIGN & MARKETING MAKING UP FOR LIMITED DISTRIBUTION - REALISTIC (SOMETIMES). THE ANSWERTOTHIS QUESTION REALLY DEPENDS ONYOUR PRODUCT AND MARKETPLACE. IFYOU ARE SELLING A FMCG PRODUCT (FAST- MOVING-CONSUMER-GOODS)THEN DISTRIBUTION IS VITAL BECAUSETHESE ARE FREQUENT, EVERYDAY PURCHASES FOR CONSUMERS. >SIX.
  10. 10. BRANDING, DESIGN & MARKETING HOWEVER,IFYOU ARE SELLING HIGHER VALUE ITEMS WHERETHE PURCHASE IS LESS FREQUENT AND MORE CONSIDERED (A CAR FOR EXAMPLE)THEN COMMUNICATIONS CAN PLAY A ROLE IN MAKING UP FOR LIMITED DISTRIBUTION.WHEN PEOPLE COME INTOTHE MARKET FORYOUR PRODUCTTHEY WILL KNOW WHERETO FINDYOU AND BE PREPAREDTO TRAVELTOYOUR RETAIL OUTLET. >SIX.
  11. 11. BRANDING, DESIGN & MARKETING JUSTIFYING AN UNCOMPETITIVE PRICE - BOTH REALISTIC AND UNREALISTIC. THIS IS A BIT OF ATRICK QUESTION.IF CONSUMERS BELIEVE YOUR PRICE IS UNCOMPETITIVETHEN INTHE SHORT-TERMTHERE IS LITTLETHAT MARKETING COMMUNICATIONS CAN DOTO HELP. >SEVEN.
  12. 12. BRANDING, DESIGN & MARKETING HOWEVER,YOU CAN USE MARKETING COMMUNICATIONSTO COMMUNICATE BENEFITS AND VALUE (TO BUILDTHE BRAND!) SOTHAT INTHE LONGER-TERM CONSUMERS NO LONGER SEETHE PRICE AS UNCOMPETITIVE.THIS ISTHE FINANCIAL VALUE OF BRANDS. >SEVEN.
  13. 13. BRANDING, DESIGN & MARKETING Our Top Tip:
  14. 14. BRANDING, DESIGN & MARKETING THERE ARE BRAND CONSULTANTS WHO SPECIALISE IN BRANDING STRATEGIES AND POSITIONING WHO CAN GUIDEYOUTHROUGH THE WHOLE PROCESS AND ADD A FRESH PERSPECTIVETOTHE PROJECT. >TOPTIP.
  15. 15. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

×