As September approaches, thoughts turn to business and the opportunities for the approaching final quarter, with marketing plans for the final push of the year. Yes, it’s coming.
After a turbulent eighteen months, many businesses have been reinvented, or at least had to assess their complete operation. Sadly many others have closed their doors.
For those in the former camps (and if you are in the latter, let’s relish the opportunity of a clean start), it would be wise to consider if your branding and marketing reflects the new reality.
Connecting and reconnecting with your customers is as important as ever right now, and ensuring your brand is seen, heard and understood, in all the right places, is paramount.
First, look at your brand. This is the foundation on which all your marketing is built. Is it sharp? Is it communicating all the right values? Are you proud of it? Does your team really understand what it stands for? These are really important points, and if you’re not screaming “yes, yes, yes” then there is work to do.
Secondly, is your marketing bringing the in-bound enquiries you would like? Is it consistent both in terms of tone and regularity? Have you tried any new channels lately? Tech moves fast, and although I would never advocate jumping on the ‘next big thing’, it pays to audit your channels properly and see where new traction may be gained.
Finally, are your sales teams and customer facing staff fully briefed and ‘rowing the boat in the same direction’? While not a purely branding issue, it certainly reflects upon your brand and ultimately your bottom line.
Let’s use the ‘new term’ to really focus on how you market your business, making sure the points of difference that your business offers, its brand personality and the way it engages with its audience is carefully considered and above all, effective.
