January 06

Logo Design Company in India

We are considered as the makers of best logo desig [...]

Logo is the first thing a customer notices in a brand. V Brand Developers is an expert Logo Design Company that is also among the top Logo Design Company in India that helps you make an unforgettable impact in your customers minds. Our team of professional Logo Designers create amazing logos which will make your brand stand out in both online as well as offline world. We are the best Logo Design Company in India based out of Mumbai. Besides Logo, we also design Brochure, Social Media Pages, Banner Ads, Flyers Design, Infographics etc.

December 11

Why Brand Reputation is Important | Three Piece Marketing

Positive brand reputation increases customer loyal [...]

I have a few core truths I hold to when it comes to marketing, and one I reference quite often is that Consistency is the key to success. It matters not if you are an athlete, a chef or a small business; if you are not consistently churning out the results, you will fail to achieve what you want. In commercial terms, consistency truly shapes your brand reputation. If people know what to expect, then they can trust you and what you say.

Now we know, every business’s ultimate goal is to earn the trust of their target audience and to have consistently positive perceptions ementating from the market. But there is a large gap between knowing something and making it a reality. As we move towards the end of the year we enter a period of time where many people step back from the grind and start to plan ahead. If you are one of these people, then take the time to think not only about your goals, but also about your brand and building your brand reputation.

 

What is brand management?

The process of building, overseeing, and improving a brand is, in the simplest form, Brand Management. It is basically the art and specialty of creating a brand and making sure it endures, through a process of analytical and planning processes concerning how the market perceives your brand and the process of understanding existing perceptions, and then seeking to (re)align perceptions by changing internal processes, designs, pricing, service etc so the two sides are in equilibrium.

In more simple terms, brand reputation management is the process of defining a promise to the market and keeping it. This entails the definition of the brand, positioning the brand, and delivering the brand.

Try this; think of a brand. Anything. It could be Hertz, Starbucks, Disney or even your local Thai restaurant. How does the brand make you feel? Does it fill you with confidence, are they expensive? Do they produce quality items? Do they meet expectations? All of these factors shape their perception of your brand.

Customers connect emotionally with brands and use brands as a means to show and express, “This is what I stand for.” This is why people are so fiercely Apple or android lovers. People connect with brands that stand for things that are important to them and remain loyal to brands, turning to advocates for those brands.

The best part of solid brand management is that brand equity is built over time. When people know your brand without necessarily having used your products then your brand is doing the heavy lifting for your ongoing growth. But conversely, poor brand management, or failing to maintain your brand

 

Unfortunately, there are some great brands that have found themselves at the mercy of the market due to poorly managed expectations and as a result, poor brand reputation.

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

 

The statement above stems from Warren Buffet the notable investor and it should be at the forefront of all brand management thoughts and strategies. This is on the grounds that it addresses brand and reputation, values that many businesses ought not to ignore – but do.

Due to social media and social reviews, a positive brand reputation is more significant now than perhaps any other time in history. Keeping up a positive brand image increases customer loyalty, builds trust in the market, and can even help position you as an innovator in your space if that is the way you want to go. The key is to know what your business goals are and to then align your strategy in a way that can make a meaningful impact – and because this is more authentic, it will be more likely to be consistent.

But it is not an easy feat, in fact, brands large and small can run afoul of the customer if they stray even a little from their brand persona. To illustrate my point, let’s take a look at three well know brands that failed to offer consistency across all touch points and thus, got it wrong.

 

United Airlines

Physically dragging a passenger along the floor might not be the best way to deal with an overbooked flight. However, it’s what United Airlines did in April 2017, The Guardian reported.

Four airline employees needed to be on the plane and as per the company’s policy, United offered travellers cash to surrender their seats, sadly nobody volunteered. United’s employees at that point chose to select four travellers for automatic de-boarding, by gauging various factors, for example, corresponding flights and how long the delay will leave the client at an airport.

One of the passengers selected refused to give up the seat he’d paid for because as a doctor he needed to see his patients in the morning.

Security forced him out of his seat and dragged him screaming down the aisle, leaving him bloodied.  According to his lawyer, the passenger lost two teeth and suffered a concussion in the incident. Recorded by several other passengers, the event was posted online with United Airlines receiving a huge backlash. According to CNN their market value fell by almost 1 billion dollars.

 

Tesco

In 2016 a boy was awarded £3,000 from Tesco for being unfairly stopped and searched seemingly only because he was of mixed race.

According to the lawsuit, it argued that he hadn’t displayed any suspicious behaviours when he visited the Maida Vale store in 2013.  In any case, this didn’t keep him from being grabbed and confined in a back room with no clarification by a worker. Only after he was searched by employees was he was permitted to leave.

The boy was left shaken by the experience with solicitors making a successful claim for race discrimination after Tesco agreed to “settle the case with no admission of liability.” As a store chain that promoted a wholesome, family value, this ran contrary to what they delivered resulting in consumer backlash.

 

Wells Fargo

Wells Fargo is one of the world’s oldest brands, founded in 1852.  The Wells Fargo’s logo—a stagecoach drawn by eight horses—was specifically intended to evoke that kind of nostalgia with the company eulogised in The Music Man, the Oscar-winning 1962 musical.

By 2019, however, the Wells Fargo brand had been genuinely tarnished. In late 2016, it was uncovered that the organisation goosed up its business numbers by opening many fake accounts without consent. Subsequently, the organization was fined $525 million and has paid $15 billion in settlements. From that point forward, the company has been attempting urgently to rebrand the embarrassment out of existence.

Dishonorable Mentions

These three brands are not the only ones who mismanaged their brand. Here are a few others that got it very wrong

  • Volkswagen when they were found to have tampered with the car emissions recorded in order to achieve higher ratings
  • Bic pen’s promotion that encouraged women to use their pens and “act like a lady, think like a man”,
  • Ford in American ran an advertisment during the era of #metoo. During the saga, they ran an ad with 3 women bound and gagged in the boot (to show the space). They were accused of being tone deaf and at odds with women.
  • Facebook and the Cambridge Analytica example that shone a light on the privacy (or lack thereof) of the social giant, which was trying to nurture an image of being there for the community first and foremost.

Learning from the giants that fell – putting it into practice

Ok, so now you know what can go wrong, if you want to avoid the misfortunes of the brands mentioned above, here are some highly-effective brand reputation management tactics for improving your brand reputation and growing your business.

 

Excel at content marketing

A key component of inbound marketing, content marketing consists of producing educational content that solves common problems for your audience. It is a critical element of effective brand reputation management. Produce; eBooks, blogs, infographics, etc., that will educate rather than have a sales-oriented angle. The more value you add, the more people come to – wait for it – value you.

 

Improve customer satisfaction

This is an easy decision. Fulfilled clients remain with you longer, spend more on your products and services, providing solid and long-term income streams. Ensure you have programs or methods in place to foster ongoing engagement with your would-be customers all the way through to post-purchase.

 

Focus on the customer experience

If you don’t deliver a stellar customer experience, customers and prospects will look for a competitor that does. This is because customer trends are constantly changing and they are making purchasing decisions based on experience rather than price point.

 

Your customer support should be on point

Customers are looking to have their support issues resolved quickly and effectively. The better you handle this the better your brand reputation will be. The worse you are/the longer they wait for example, the worse your reputation.

The use of reputation management software such as help desk automation systems can help you streamline the process – and keep track of issues which you can in turn use to improve processes.

 

Use social listening tools to respond to negative comments

It’s important that you respond as quickly as possible when someone posts a negative comment about your brand on social media. Negative sentiment fans out quickly via social media, so you have to put that fire out at the earliest opportunity. You can do this by utilizing social media listening tools.

Respond to the comment as quickly as possible when you get a notification and make sure when you respond you are adding value and not downplaying or criticising the poster. Diplomacy and empathetic responses are the best since all your responses will be publicly-visible for the world to see.

The Linchpin – Foster brand advocates

Satisfied customers, employees, or anyone else who loves your brand are arguably your brand advocates. For me, advocacy is better than testimonials, as advocates are people willing to promote your name at all times, not just when asked. They become the most effective tool for brand reputation management, enough to speak positively about it and recommend it to others in a way that makes them an active sales agent for your business. They will promote your business from a third-party perspective, and represent social proof – one of the best motivations for potential buyers there is. They are not easy to get, but if you look after your customers at every touchpoint and can be consistent with them, then maybe, – and I am not guaranteeing it, as you can’t do that – you stand a greater chance of improving your reputation and through this, improving your business.

November 24

Brand Standards Case Study | WHM Creative

How did we make people actually care about robots [...]


October 27

Brand Building towards 2021 | Three Piece Marketing

If 2020 taught us anything it's change is a r [...]

The year 2020 is proving to be a unique year. Not only has it challenged humanity with a variety of historic events, the pandemic included, but it also has seen a sudden shift in customer behaviour. Just one example; we’ve seen a drastic increase in the volume and value of online shopping, especially as regards people purchasing their groceries and personal hygiene items via the web.

But what we have also seen is an outpouring of support for small businesses, where the community have come together to support their local businesses, and similarly, we have seen the resilience and entrepreneurial spirit of small businesses who have transitioned from what they were doing to a brand new model of operation.

Now, as we move deeper into Q4, 2020, we may think the year is done, but truth is, the trends that have sprung up, are likely to push through the Christmas period and into 2021 and become future branding reality.

Any business and entrepreneur worth their salt realises that building a brand character requires a solid comprehension of who they are, the market around them and what others are doing. This enables a business to set itself up and its products or services to stand out from the crowd so to speak.

To do our part to help you as a business, here are some of the things we encourage you to consider so that you not only maintain your relevancy next year, but improve your business, consider these some simple Branding Opportunities.

Technological disruption in online presence

It is projected that there will be 3.02 billion social media users worldwide by 2021.This, represents almost half the world population and by inference means there is a massive market out there looking for the right business to solve their needs. Whilst not every business can leverage the worldwide market (we know that a local restaurant is not targeting women in Nairobi for example) the point we are trying to make is that there are platforms and solutions which you should be leveraging to boost your profile. And just because you are not targeting that lady in Nairobi I mentioned, does not mean that if you are a restaurant in Sale (Victoria), that once your COVID restrictions lift, you should not look to market yourself to someone in St Kilda – because let’s face it, once those restrictions lift, Victorians are going to be ready to explore near and far.

. Social media represents a chance to interface with customers who meet your target profiles. However, we are not just talking targeted advertising or social posting, but rather, value-adding via engagement.

In fact, businesses can build genuine, lasting connections and relationships when they leverage technology like chatbots and other software applications that allow you to effectively communicate with an audience in real time – a solution which can amplify campaigns and enhance online branding efforts.

Best of all, however, these platforms offer the opportunity to do more than just try and boost sales. In fact, they can be used at different points of the customer life cycle for the purposes of deepening connection.

Makeup brand Sephora, for instance, resolved its customer experience and service issues by engaging chatbots to keep up with the demands of their thousands of customers who wanted personalised attention simultaneously in real-time. It created an AI-run personal assistant that provides shopping recommendations to customers through product reviews and ratings.

Another notable brand leveraging technology to ensure their customers’ experience with them is easy and convenient is Pizza Hut. Whether they’re using Twitter or Facebook, customers can order their favourite pizza via personal messaging and even pay and have the food delivered to their homes without leaving the social media platform.

TIP: Take the time to identify where your customer engagement piece could most benefit and be improved, then determine what interaction you need to provide to make it worthwhile to your market. Once you identify this, you can work out which platforms to use, and how to write the content that automates the process.

Build more authentic and genuine engagements

Brand leadership is attained by brands that are authentic—not the ones with carefully created corporate wording. What you say about your business doesn’t matter, as ‘public perception is more of a reality’ for your customers and prospects.

It is important to create a carefully-cultivated brand grounded in reality. The Internet is too powerful, with infinite amounts of information at our fingertips, people have become too savvy and sharp. People are also worn out on being taken in and misled by brands who say one thing, yet do another, to permit masquerading brands to survive for long.

Today’s customers reward transparency and authenticity in brands and give their loyalty to companies that have these values.

Businesses exist to make money but, more and more now it matters to customers how you make that money and what you do with it. People also want to know that your business has values and, want those values to align with theirs. Marketing expert Mark Ritson has written extensively about this space before and took a new angle on why successful brands should build brand which is mirrored not just in what they say, but what they do operationally. It is worth a read.

The market value brands actually conducting business according to those values. Consumers have an increased consciousness of the types of companies they deal with, and want to engage with the faces behind those companies, safe in the knowledge that all that work in the company embody what they say they do. At this point, the human element is very important as people want to do business with real people and are increasingly wanting that on social media, especially in lieu of being able to get into bricks-and-mortar shops.

Tip: You can’t truly understand your market just through assumption, history and luck. Nor can you fake what you don’t believe. 

What you should be doing is identifying through reasearch what your market want, what they do and where their pain points are, and then and only then identifying what brand values you have which address (some of) these aspects. Then you can craft your strategy and communications. The key lies in research. 

Research your audience and competition

Thanks to insights and analytics tools embedded in social media networks as well as in Google Analytics, Bing, and the like, businesses can gather consumer data and leverage these to help understand their audiences better.  Businesses should be harnessing this insight to delve further into their market to learn who their audience are. Who you think your audience are, may then in fact be different to reality, but this in itself gives you an insight which can be leveraged. Similarly, knowing your audience allows you to ensure that your values align with theirs.

A recent video by insight pioneer Les Binet, is definitely worth a watch, as it sheds new light on the role of search as a predictor for human action and beliefs.

Analysing your competitors, which you can also do via comparative data tools, and additionally focusing on the things that make your business unique lets you know what branding strategy will work. You should also consider and focus on what you can give your clients that others can’t, especially during these turbulent times.

 

Connect people to your brand story

Simply put: Brands contend for individuality and recognition within a crowded market. This is what helps them attract (and retain) customers.

Customer consciousness and awareness has peaked this year for the story behind the brand, not just simply the item advertised. Businesses need to give the shopper what they need: an association that goes further than the transaction.

Tip: Properly deployed stories are very strong marketing tool and provide excellent branding opportunities. This is mainly because stories are all about the emotional connection they build inside a consumer. Good stories bypass the head and pull directly at the heartstrings of the customer. But this story (see above point) needs to be rooted in authenticity, and be consistent to the brand’s core values. In other words, your brand identity is key here.

Anticipate

If you are looking to foray into social engagement and are looking to leverage chatbots or other automation tools, take the time to think like your customers. Not just at the point of sale, but at the point of confusion, the point of dismay, anger, post purchase and after sales. As many points as you can. Then build out questions, and corresponding answers which will help a customer with a particular pain point, to get to a solution which not only helps them, but endears them to your brand.

 

Respond

A brand that exceeds expectations requires a strong social media response strategy. In the previous years, advertising/branding and client support groups operated in silos and often without any data insight overlay. However, with social media, there is a greater overlap between these functions. Today, brand building requires collaboration and coordination between these functions to build and convey phenomenal brand experiences and customer care through social media channels.

So, it should go without saying, you should keep an eye on your accounts always and, endeavour to respond when people reach out to you on social media. Active conversations grow into authentic relationships and are a great driver for brand identity.

It is important to manage and respond to social media comments and organic posts regardless of the comment type. Generally public responses via social media are adequate (replies to replies), but there are circumstances where the discussion ought to be moved to private channels.

Tip: Social listening tools (Social Bakers, Mention, Sprout Social and Awario are just some of the options you may want to consider) will be a huge asset for you. If you can set up these tools to monitor your brand and brand-related terms and topics on both your channels as well as others you interact with, you will be going a long way to improving the way your customer base perceives you.

 

As with all marketing, there is no simple fix, no silver bullet. Good marketing takes ongoing perseverance, solid strategy and authentic consistency. It starts with your brand identity and encompasses your creative execution, your digital marketing and your customer service. Leaving just one part out can be catastrophic to your brand. But getting it right can set you on a path to success. If you are looking for a partner to help build your brand, or if you feel a little confused or are unsure how to implement an appropriate strategy, get started with the help of expert marketing strategists here at Three Piece Marketing. We are here to help.

 

August 24

Why Web Development and Digital Marketing Go Hand in Hand | Three Piece Marketing

It is no secret that marketers often feel they are [...]

It is no secret that marketers often feel they are attacked from all sides. CFOs and the accounting department, in general, are always looking to curtail budgets, the sales department are looking for more qualified leads and point to a failure in marketing if this is not the case and consumers in general often deride any marketing which they feel isn’t in-line with the brand as a whole.

So perhaps it is time that within the marketing department for more cohesion and less bickering between roles and functions. In this case, we are looking at developers and digital marketers.

While developers are focussed mostly on the code, UX and functionalities of a website, digital marketers are usually concerned with site optimization: how easy it is to find the site through search and other channels, Click Rate Optimisation, making the site sticky and ensuring (in-line with product teams) that people make multiple repeat purchases. Both roles are trying to achieve the same thing, but a failure in communication often means that because both professions prioritise different things, more often than not, it takes numerous exchanges between these two departments before a well-optimised website is ready for launch/the market.

So as we asserted above – it is time for the marketing department to function more cohesively and with joint purpose.

 

Stop looking for quick Wins

Once upon a time, it may have been enough to build a site with a view to a quick way to increase SEO rankings and online traffic. But those days are LONG gone. In fact, it is no longer enough to simply build a website, load it with keywords, get it up and running online, and keep your fingers crossed that your target market finds it. If you want people to actually visit your website, use it, and return to it regularly, you need to ensure that it is designed intuitively and optimised properly for search engines. But this is not about spammy use of keywords or hundreds of inbound links. Rather it is about adding value to the site visitor in such a way that they get more than a transaction from it.

Similarly, it is not a case of executing a gorgeous looking or highly functional site as part of your web development. You need to have the insight of the digital marketing professionals within the team (analysts, strategists, and those working to engage the customer) to be able to identify on-site optimisation activities, which your web development team can implement. This then needs to be mapped in a way which allows the site to be created efficiently and with a view to ensuring that the code base of the site allows the marketing team to draw down on the insights they need to make the right decisions moving forward (case in point: adding “no follow” and “no-index tags” and including a JSON script in the code that digital marketers know they need but are unsure how to implement).

 

Cooperation – everyone wins

 

Brand awareness is ultimately one of the most powerful indicators for a brand’s success. Early uptake will come from good marketing, but ongoing brand awareness (driven by the consumers themselves) will be what gives a business true advantage. When your broader digital marketing team is on the same page, it is easier for your business to develop and maintain a clear branding message and core promise. This clarity is what your consumers want – a clear understanding of what you stand for and what they will get through interacting with you.

Bringing it back to your website design, upfront there needs to be discussion and agreement on how the core brand message (your identity) will be implemented and designed into the site. With this agreed to and shared with all, mapping out how everyone can contribute and what the expectations are is the next important step. Your web development team will rely on the other team for creating a design that relays the vision of your business. But they need to also consider landing page design, heading use, and so forth, so that the promotional efforts of the others in the team are optimised from the getgo. This means the analysts and strategists need to work in-step with the developers and creative teams to think through the process so all assets and functionalities can be captured early and built-in as part of the scope.

In other words, it is important that everyone is aligned and cooperating right off the bat.

 

Improves Data Gathering for Analytics

It may be obvious to most, but if you are not analysing user behaviour on your website, then you are potentially missing out on key information that can improve your business. This data is essential for future decisions, but for a developer, this data is less exciting than knowing how fast a page loads. This is again where both teams need to work together to implement the tracking mechanisms in such a way that pulling live data as and when needed is easy, as knowing your audience will give you an advantage in terms of formulating ongoing development and digital marketing strategy.

That is why it is essential to Incorporate analytics in your website. While the marketers have the goals and metrics in hand, it will be the web developers who will insert the necessary tracking codes and pixels that will help generate data about your website’s performance and your actual audience. Having these in place will help you understand the customer journey, the abandonment possibilities, and the channels where your audience has reached your website, among others.

 

Avoid Costly Mistakes

When your web developers and marketing personnel are not coordinating with each other, costly mistakes are more likely to happen. Without proper communication, more time might be required on redesigning your website.

But perhaps worst of all, failure to plan will likely mean that there may be features missing and you might need to push back on your website launch and the content developed for the site may be low-quality which would not only hurt your SEO efforts but turn your potential customers away as well.

 

Web Developers Working Hand in Hand with Digital Marketers

Well-synchronized web development and digital marketing campaigns are one of the secrets to your business’ online success. The roles of a digital agency providing web development and design services as well as digital marketing are vital in building a strong website and making sure that you achieve your business goals.

If you are looking for an agency that understands the balance between web design, web development, and digital marketing, or if you are looking for an agency that can balance the make-up of your own in-house team, let’s have a chat, our experts are ready to help you.

August 18

Branded Online Eyeglasses – VijayoPtica

Eyeglass and lens prescriptions can be difficult t [...]
July 11

Brand Experience & Mobile Application Case Study On Education Industry | Gaatha Design Studio

Want to rebrand Your Education business? Gaatha De [...]

Want to rebrand Your Education business? Gaatha Design Studio has years of experience in the education industry UI & UX Design, Mobile Application and Brand Development. Contact us at Gaatha Design Studio for a free quote.    

April 22

10 Brand Development Strategies | Three Piece Marketing

Develop a smart strategy to build your brand and m [...]

Posted by Hamish

With everything going on in the world, it may seem hard to know how to build, let alone ensure your brand development is on track. And as you sit there contemplating everything deciding how to either arrest a fall in revenue or capitalise on new opportunities you may find that you start to second guess yourself. Working from home, (in ISO as has become the catchphrase) comes with inherent issues (and advantages) and one of these is that you don’t have the ability to bounce ideas off co-workers as easily as you do when face-to-face. In fact, you may find that as you start figuring out how to pivot that questions and issues start to cloud your mind and, because you don’t necessarily have a team around you to discuss things through like you would at work, you may find you are getting confused which direction to take.

WHAT should our logo look like as we evolve Does it need to change?

WHO are our target market now?

HOW should we position our business with the target market?

ARE we evolving?

WHAT differentiates my brand from the competition?

There will be plenty more of these and answers that seem to be just beyond your field of vision. The key is to take some time out and look at your brand development plan.

At Three Piece Marketing, we understand some of the skepticism surrounding brand development and marketing. After all, it is challenging to connect the dots between the people you are targeting and the product you are offering and at times people think it is as easy as having a great product and a solid offer. But the reality is it is more complex – customers expect end-to-end service which means you need to consider how your brand is perceived at all touch points, not just in the lead up to purchase. Given this, we wanted to give you an easy-to-follow guide to help you build your brand in what is likely to be one of the more challenging years you are likely to face.

#1 – Determine your brand’s purpose.

When you get down to the very heart of it, what is your brand all about? And no, it’s not just about the product or service that you’re selling. It’s who you are as a company and what great accomplishments you wish to achieve. There should always be at least one lofty goal that drives you forward in every decision you make as if it is too easy to achieve, you will never truly stand out.

So, ask yourself why you exist as a business. What makes you different from similar enterprises? What problems do you solve for your customers and, most important of all, why should people care?

Once you’ve figured out what gets you up every morning to do what you do, then you can start making plans for your brand development marketing. Make sure you have a story you can tell to your customers so they know what you stand for. IF you don’t have a story…. Why would they want to engage you?

#2 – Identify your target customers.

The whole world can’t be your client. Trying to keep up and deal with all the different customer profiles would drive your marketing and sales teams to distraction. Instead, you need to keep a narrow focus on those who would derive the most benefit from what you’re offering. Remember, the customer needs to be at the centre of all you do.

Get specific and find out details about the lifestyles and behaviours of your primary consumers. Determine why they look to buy from your industry and build a buyer persona that lists the characteristics of your target demographics. Determine their ages, locations, genders, incomes, and education levels.

Then, discover the motivations and pain points that compel them to take action. For brand development, Internet marketing can be a vital tool. So make sure your analysis takes into account usage trends including sites visited, social media, key influencers etc. Take all this information into account when formulating your marketing strategies.

#3 – Find out about your competition.

When you’re just starting out and you take a look at your more established competitors, you may feel you could never catch up and reduce the gap between their businesses and yours. But herein lies the key to success. You can learn from the mistakes they’ve made.

Study the competition and what worked for them, and pay special attention to what didn’t work. Their failures can provide you with invaluable insights that would be useful for your marketing brand strategies development. Create a spreadsheet that helps you compare the different aspects of each competitor’s brand identity, then note their success rates. Pay special attention to the quality and consistency of their messaging, and how customers respond to their marketing efforts.

#4 – List the qualities that are unique to your brand.

Once you’ve done your research on both your target customers and competitors, it’s time to identify what makes you different in the market. This difference should clearly set you apart from your competition while making you attractive to clients.

Don’t just focus on the apparent features of your products or services. Instead, determine the value that you offer in terms of experience. How will your service or product make things better for your customers? Why should people choose you over another business? Your responses will help determine the best way you can position yourself in your chosen industry.

After you’ve answered those questions, you can begin executing the rest of your brand development strategies marketing plan.

#5 – Define your Brand Identity

This part can be the trickiest (which is why we offer it as a current component of our portfolio) but it is definitely the most rewarding for your brand. Determining (or for established businesses, refining) your brand identity and as part of that your tone of voice ensures you have a platform for consistency, accuracy and delivery.

Ensure you interrogate yourself and your brand values thoroughly, so that what you get is not just what you want, but who you actually are. Involve others from the company where you can so you get a truthful and holistic view.

#6 – Create your messaging strategy.

As part of your brand identity you will define your tone of voice. You will have also, as part of this process developed a list of things you excel out, identified pain points and know what you want to do. The intersects of these areas becomes your marketing opportunity. Now it comes time to craft the right messages for your target audience.

Make sure you are keeping your messaging simple, that there is value for a customer and that you can back up what you say. Consistency, is the key to success – especially when it comes to brand development.

#7 – Create a content marketing strategy.

In the digital age, content marketing is shaping up to be more efficient than traditional marketing when it comes to increasing a company’s visibility and reputation. It’s because this branch of marketing makes use of educational content in order to attract and nurture leads. It provides value right away, so potential customers become more receptive to a brand’s efforts to make a connection.

When that connection is established, it becomes easier to build the trust needed to develop a relationship with a prospect, turning a potential customer into a loyal one.

#8 – Create or revisit your website.

Having your own website is one of the most important brand development tools you can employ. It is also a massive proof point – a destination where your audience go to find learn about you and what you offer. It also serves as a repository for the online content that you will use to engage your audience and improve your search engine optimisation (SEO) efforts.

You might be wondering if you really need a website when there’s social media. You can definitely post content on your accounts, but think about this: Do you really want to exclusively rely on a third-party platform you have no control over?

By all means, establish a social media presence. It’s great for reaching out to and interacting with customers. But having your own website is vital because it helps to establish your legitimacy and brand identity.

#9 – Create a marketing toolkit.

Develop other essential marketing tools for your business. These can include brochures, customer presentations, sales sheets, pitch decks, infographics, videos, etc. The information contained in these materials should highlight both your key offerings and brand identity. Make it easy for your sales teams to use and share these tools when interacting with clients.

#10 – Keep working at it.

The hard part’s over, right? You’ve already got your brand name, logo, tagline, website, and toolkit. You’ve done all your research and you know all about your customers as well as your competitors. Don’t take it easy yet. There’s still more work to be done.

This is where you keep close track of what’s working and what’s not working with your plan. Is your target audience responding favourably to your messaging? Is there any confusion about your brand positioning? Are you seeing successful results from all your efforts in building your brand?

Develop a system that will help you track the implementation of each stage of your plan so you can identify what aspects need to be adjusted in the future. Tracking will help you formulate better strategies that will, in turn, make your brand stronger.

 

If you would like any help with your overall brand development, or a specific item listed above, we’d love to have a chat. Send us an email and tell us a few details so we can get started.

April 30

Digital Marketing Secrets: Four Tips to Improve Your Online reputation | Three Piece Marketing

In case you haven’t heard, online reviews are par [...]

Digital Marketing Secrets: Four Tips to Improve Your Online reputation

March 8, 2019

Posted by Hamish Anderson

These days, everything is a couple of clicks away. From celebrity news, to current affairs, to shopping around the world, to what your friends have been up to and where they are, the internet has made things readily accessible.

Even those businesses who don’t run online stores but operate brick-and-mortar shops usually have information they (or others) have posted online. And research shows, bad reviews cost a business, not only in terms of lost business, but even employment with one recent finding showing that A bad reputation costs a company at least 10% more per hire. Since almost everyone has ubiquitous access to the Internet, it is our advice that you put together an online reputation management plan. Not only will it help you understand your market better but will help you improve your reputation and even help you at a time where you may not be thinking clearly – such as when you read a bad review.

Ultimately a reputation management plan exists to help steer your business towards success. We have four steps for success.

If you haven’t invested in listening tools (and there are many, many of them)then consider using industry-focussed websites. These are easy ways which can help you monitor your business reputation.

For example, if you’re in the tourism sector, you can find customer feedback about your business in travel directories and review websites such as TripAdvisor. If you’re manufacturing or selling products, visit ecommerce websites such as eBay or Amazon for reviews. Online forums, blogs and social media platforms are also great places to help you monitor what people think of your brand.

Brand reputation management isn’t solely about acquisition marketing strategies but is also about ensuring your company provides brilliant service which adds value to you customers. This means after sales service, but also how you respond to negative feedback.

Sadly, too many people feel inclined to share a negative review and not enough people share positive ones. Thus, how you deal with the negative feedback is important in shaping potential customer’s views of you and your business. In fact BrightLocal, found that 93% of local consumers use reviews to determine if a local business is good or bad. Furthermore, Lee Resources found that when customers are unhappy, there’s a 91 percent chance they won’t do business with a company again. The key is to respond to negative feedback not ignore it (you wouldn’t walk away from a conversation in real life, so don’t walk away online either) and show the reviewer and those who will come to read it that you genuinely care and look to rectify bad experiences.

The take out? It is necessary to incorporate solid complete life cycle customer service strategy when developing a -go-to market plan and having a list of pro-forma style responses which you edit to fit the situation can help take the heat out of any responses when you are caught up in the situation.

Encouraging your buyers to provide their feedback online can be effective when you make it convenient for them. One way to do this is to provide links in receipts or email follow-ups (or in packaging of products) asking for customers to post their opinion on the company’s website or social media accounts. You can also promote a specific hashtag that they can use when posting photos or writing comments on their personal profiles.

No matter what you do, you do not run your business in a silo. Staying ahead of the competition means monitoring and improving on what they do. The same is essential when managing your online reputation. Analysing your competitors’ activities to benchmark on what they are doing right, including monitoring their social media reputation responses is a good way to see what to do and not to do.

Aside from learning from your competitors’ mistakes, this tactic can help you understand whether your market prefers you over your competitors as well as what people can say when your brand is put side by side with others.

Ultimately, don’t take your business’ online reputation for granted nor make assumptions. Even if you’re running a brick-and-mortar store, people could be talking about your company on the web. So, make sure you devise your reputation management strategies if you do not already have one. If you need help, guess what; the team at Three Piece Marketing have extensive experience helping other brands and can help you too.

January 30

Brand Packaging Design - The ODM Group

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brand packaging design

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Packaging Design - The ODM Group

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