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The Brand Glue benefit: a stronger brand and better results
In simple terms you stop wasting money and get a better return your marketing investment.
Your brand gets stronger and your unique benefits will stand out, so customers stay loyal and your company grows.
We talk a lot about brand and marketing communications, and so it sometimes helps to outline what these are and why they are so vital to get right.
Brand Identity and Positioning:
People often mistake a brand for the name and logo. It's not just that. It's a collection of different perceptions, that when mixed together form your brand in your customers' mind. Things like the product experience and design, service experience (during the sale or after), the advertising they see and hear, your website and brochures and of course the logo and name!
The big challenge that will drive your business success is making sure all of these are glued together and working towards the same unique positioning that sets out what you stand for. Think BMW aligning behind a premium driving experience, Nike making sportswear for winners and Disney uniting behind a goal to provide happiness and magic.
All successful brands do this well, no matter if they are regional, national or global. They have a core positioning that stays true for all of their territories. The accents might change in the advertising voice over, or some of the messaging in brochures might play to regional strengths or requirements, but the heart of the brand stays consistent and true.
Marketing communications:
Once you have a clear positioning you can apply this consistently in all your marketing activity - so your website, brochures, presentations and advertising all work at reinforcing that positioning with your customers.
Your marketing communications should work towards fantastic clear design and copywriting, with strong and effective messages that create impact. Getting your activity seen cost efficiently by your target market is also vital. So understanding your target market and how to reach them is key.
Do it right and you'll be glued together! Your marketing budget works harder, more effectively and your customers buy and stay loyal as a result.
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