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Your brand is key to sales success
Many people believe marketing is too confusing and costly, so avoid it. In fact, it is relatively straightforward and doesn’t have to cost much at all.
Ignoring the fundamentals of marketing could actually increase your costs and reduce sales.
Marketing is about identifying and satisfying your clients’ needs, at a profit. Many marketing agencies apppear hell-bent on making marketing seem more complex than it is.
Some try to convince you that online marketing is the answer. Others suggest you focus on social media and a few would even have you believe that by adding blue to your logo you’ll increase sales. The net result is that you go around in circles and end up doing nothing.
So what should you do? Go back to the beginning, listen more, set clear goals and focus on your brand. And I do not mean your logo. Your brand is everything you do and say; it’s your company’s personality and character that shapes your reputation. Brand personality attracts clients, character retains them.
With a sea-changing market and short-term focus, companies seem to have forgotten who they are and what they stand for. So, take a step back, think about how you wish to be seen by clients and define your brand in three to five words. Listening to clients can help.
Once your brand is defined, explain it to staff. Then review all your communications and ensure that the brand is clearly and consistently communicated externally. Clarity and consistency will generate efficiencies and sales.
JEFF KNIGHT
CONSULTANT
TONIC MARKETING SOLUTIONS
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