by Owen Williams
It’s that time of year again, where we all approach our business with fresh intentions and a renewed sense of purpose. This is going to be the breakthrough year where we conquer all before us and realise all of those long-standing objectives for our respective businesses. Well, I can’t show you how to take over the world, but I can give you some tips on how to take your brand forward in 2016.
Review your message – what is it that you are trying to communicate and what is your core offering? Spend some time reviewing what your proposition is and the objectives that you have for the business. A clear direction should underpin your brand. Be sure of your market position, your audience and your ethos before you start tinkering with your branding.
Refresh your identity – does your existing brand and identity clearly communicate your products, services and culture? Does it reflect where you are as a business and does it have the legs to take you to where you want to go? Review your brand assets, including logos, colours, typography, language and general house style. Don’t be afraid to make a change, your brand should be an evolving thing that accurately represents your company at any given point in time. Invest in the brand and it will give you greater returns.
Promote consistency – reinforcement of the brand message is key. Make sure yours is clear and consistently rolled out across all of your touch points, whether it be your website and Pay Per Click campaign, or your promotional flyers and point of sale collateral. They should all be singing from the same hymn sheet. Think about the typical customer journey from start to finish and iron out any inconsistencies. It doesn’t matter if it’s a sales cycle, recruitment pipeline or marketing pitch, a consistent message is a strong message.
Spread the word – target your customers using the appropriate channels and invest time and budget. If you market yourself with a consistent and eye-catching proposition in an environment inhabited by your target clients, then you will see return on your investment. Your brand may be more suited to Pay Per Click advertising and sponsored banner ads on Twitter, or traditional print ads and direct mail. Either way, ensure your brand has maximum visibility.
Focus on culture – many of the most successful clients we work with at 6rs place heavy emphasis on the culture of their company and ensure that the brand clearly communicates their ethos. This builds brand equity and gives your customers something to buy in to. They feel that they are part of something when they work with, or buy from, you. Working with you says something positive about them and the buying decision becomes less about time and price and more about quality and service. Make sure you breed a positive, strong culture throughout your business and you will cultivate a loyal client base.
So there you have it, a few tips to shed the festive excess and get that brand in shape. All the best for 2016!