what brand communications can and can’t do for your business
TRANSCRIPT
WHAT BRAND COMMUNICATIONS
DO FOR YOUR BUSINESS
BRANDING, DESIGN & MARKETING
BRANDING, DESIGN & MARKETING
SO HERE’S OUR
BRANDING, DESIGN & MARKETING
REINFORCING EXISTING PERCEPTIONSOF A PRODUCT OR SERVICE -REALISTIC.IF CONSUMERS ALREADY THINK THAT YOUR PRODUCT IS ‘STRONGAND DURABLE’ THEN REMINDING THEM OF THIS, THROUGHCOMMUNICATIONS, AND REINFORCING THESE EXISTINGPERCEPTIONS OF YOUR PRODUCT IS PERFECTLY REALISTIC. IT’SONE OF THE FUNDAMENTAL ROLES OF COMMUNICATIONS.
>ONE.
BRANDING, DESIGN & MARKETING
CHANGING PERCEPTIONS OF APRODUCT OR SERVICE -REALISTIC.THERE ARE MANY INSTANCES OF MARKETING COMMUNICATIONSCHANGING CONSUMERS’ PERCEPTIONS OF A PRODUCT,SOMETIMES DRAMATICALLY. IN EVERY CASE THERE IS A STRONGPRODUCT AT THE HEART OF THE BRAND, AND COMMUNICATIONSARE BUILDING FROM THAT. USING COMMUNICATIONS TO CHANGETHE WAY PEOPLE THINK ABOUT A PRODUCT CAN BE REALISTIC,IF THE PRODUCT ITSELF CAN ALSO SUPPORT THE CHANGE.
>TWO.
BRANDING, DESIGN & MARKETING
ENCOURAGING TRIAL OF A PRODUCT -REALISTIC.MARKETING COMMUNICATIONS CAN ALWAYS BE USED TOENCOURAGE A TRIAL OF A PRODUCT. THERE ARE TWO KEYCHALLENGES: FINDING THE MOST COST EFFECTIVE WAY OFSTIMULATING TRIAL AND ENSURING THAT THE TRIAL IS DESIGNEDIN SUCH A WAY AS TO MAXIMISE ADOPTION OF THE PRODUCT.
>THREE.
BRANDING, DESIGN & MARKETING
OVERCOMING A PRODUCT WEAKNESS -UNREALISTIC.SOMEBODY ONCE SAID: “GOOD ADVERTISING WILL MAKE ABAD PRODUCT FAIL FASTER.” IF YOUR PRODUCT IS WEAKTHEN ADVERTISING WILL MAKE YOU FAIL FASTER, BECAUSEIT WILL ENCOURAGE MORE PEOPLE TO TRY YOUR PRODUCTAND REALISE HOW BAD IT IS. FURTHERMORE, YOU’LLDESTROY CONSUMERS’ TRUST AND RECOVERING THESITUATION WILL BECOME DOUBLY DIFFICULT.
>FOUR.
BRANDING, DESIGN & MARKETING
CHANGING CUSTOMER PERCEPTIONSOF A SERVICE -UNREALISTIC.MOST PEOPLE TRUST THEIR EXPERIENCE. SO IF YOU TELLME, THROUGH MARKETING COMMUNICATIONS, THAT YOUHAVE HELPFUL AND FRIENDLY SERVICE BUT MY VISIT TOYOUR RETAIL OUTLET PROVES OTHERWISE, YOURCOMMUNICATIONS BUDGET HAS BEEN A COMPLETE WASTE.WORSE THAN THAT, I NOW MISTRUST YOU AND WILLQUESTION ANYTHING YOU TELL ME IN THE FUTURE.
>FIVE.
BRANDING, DESIGN & MARKETING
THE ONLY TIME THAT MARKETING COMMUNICATIONSCAN SUCCESSFULLY CHANGE CUSTOMER PERCEPTIONSOF A SERVICE IS WHEN HISTORICALLY YOU’VE HAD BADSERVICE, BUT YOU HAVE GENUINELY IMPROVED YOURSERVICE EXPERIENCE, AND YOU ARE USING MARKETINGCOMMUNICATIONS TO SAY: “HEY, TAKE ANOTHER LOOKAT US, WE’VE REALLY IMPROVED…”.
>FIVE.
BRANDING, DESIGN & MARKETING
MAKING UP FOR LIMITEDDISTRIBUTION - REALISTIC (SOMETIMES).THE ANSWER TO THIS QUESTION REALLYDEPENDS ON YOUR PRODUCT AND MARKETPLACE.IF YOU ARE SELLING A FMCG PRODUCT (FAST-MOVING-CONSUMER-GOODS) THEN DISTRIBUTIONIS VITAL BECAUSE THESE ARE FREQUENT,EVERYDAY PURCHASES FOR CONSUMERS.
>SIX.
BRANDING, DESIGN & MARKETING
HOWEVER, IF YOU ARE SELLING HIGHER VALUEITEMS WHERE THE PURCHASE IS LESSFREQUENT AND MORE CONSIDERED (A CAR FOREXAMPLE) THEN COMMUNICATIONS CAN PLAY AROLE IN MAKING UP FOR LIMITEDDISTRIBUTION. WHEN PEOPLE COME INTO THEMARKET FOR YOUR PRODUCT THEY WILL KNOWWHERE TO FIND YOU AND BE PREPARED TOTRAVEL TO YOUR RETAIL OUTLET.
>SIX.
BRANDING, DESIGN & MARKETING
JUSTIFYING AN UNCOMPETITIVE PRICE -BOTH REALISTIC AND UNREALISTIC.THIS IS A BIT OF A TRICK QUESTION. IF CONSUMERS BELIEVEYOUR PRICE IS UNCOMPETITIVE THEN IN THE SHORT-TERM THEREIS LITTLE THAT MARKETING COMMUNICATIONS CAN DO TO HELP.
>SEVEN.
BRANDING, DESIGN & MARKETING
HOWEVER, YOU CAN USE MARKETINGCOMMUNICATIONS TO COMMUNICATEBENEFITS AND VALUE (TO BUILD THEBRAND!) SO THAT IN THE LONGER-TERMCONSUMERS NO LONGER SEE THE PRICEAS UNCOMPETITIVE. THIS IS THEFINANCIAL VALUE OF BRANDS.
>SEVEN.
BRANDING, DESIGN & MARKETING
Our Top Tip:
BRANDING, DESIGN & MARKETING
THERE ARE BRAND CONSULTANTS WHOSPECIALISE IN BRANDING STRATEGIES ANDPOSITIONING WHO CAN GUIDE YOU THROUGHTHE WHOLE PROCESS AND ADD A FRESHPERSPECTIVE TO THE PROJECT.
>TOP TIP.
