Before you think this is one of those airy fairy topics - it really isn’t. In fact the lack of purpose is what has driven many an intelligent human to drink heavily, or lose their minds over time. (Dramatic, but you know what I mean.) It is a natural instinct to need a WHY, so why would your brand be any different? Anything that is created…is created to fulfil a need or purpose. So what’s yours? Why is Brand Purpose important? For starters it helps you to: rally support (engage, enthuse and enrol people in your vision), gain investment (investors clearly "get" what you are trying to achieve), recruit better (find the people because they "get" your vision and want to be a … [Read more...] about Brand Purpose
Brand
Building a Brand Strategy
Today, the word brand is waved around like a coloured flag on steroids. It's used by designers to broaden the value of their visual identity design offer (logos). Marketing people use it to add a sexy element to their strategy work. Communications professionals squeeze some more juice into the importance of tone of voice, by impressing upon brand. Are they right? Yes, to a degree they are all right. However because brand itself is such an all-encompassing concept - its important to take a step back to review your vision and direction. Brand Strategy, for me, houses all the critical brand-led decisions, choices and principles which define how you (and your business) will approach the … [Read more...] about Building a Brand Strategy
Brand Ambassadors
Have you wondered what a brand ambassador is? Over the past few years, methods of reaching key target audiences have changed significantly. Public relations is shifting from pitching to journalists and traditional media to working with individuals across all forms of media. Marketing teams are now capitalising more on their RoI by investing in brand relationships for mutual benefit and not just buying advertising space (for example). An important part of the modern marketing armoury is the use of credible, third party endorsers to spread the word of a business and its products. After all, people trust recommendations from their network far more than traditional ads. Terms such as … [Read more...] about Brand Ambassadors