Launching a brand in the digital age

We are very proud of the fact that we typically have long term relationships with our clients – often running to many years. Recently I have had a number of conversations with clients where they are looking to develop their brand within the B2B arena,

The discussions got me thinking about the process of launching a brand, in world focused on the short term.

In summary, my thoughts were as follows:

  1. Brand marketing, once the domain of big corporates is now, thanks to the digital revolution, open to all businesses
  2. Launching a brand needs a clear understanding of what you offer, and how this benefits the marketplace
  3. And this is the Biggie! – To do it properly takes time & planning.

 

Brand Marketing Open to All

In the days before the digital revolution, building a brand was expensive, because communication tools were expensive. But now this is no longer the case. With the introduction of the web, the marketing communication costs have plummeted:

  • Websites
  • Email Marketing
  • Social Media
  • Video production
  • Global Targeted Advertising

Are now limited less by having the financial resources to access the tools than by having the creativity & ideas to use them effectively.

Marketing is More than Communication

Many people take the view that Marketing = Marketing communication. But in reality, when thinking about Brand Marketing, this is far from the truth.

A good brand starts with a clear understanding of the value that it offers to the marketplace, and how this value to be perceived. This element of developing a brand is in reality more tricky to master than the marketing communication process, and is something that is all too often skipped when marketing a business.

This recent post – What is a brand – Goes into the subject in more detail.

Building a brand takes time

I said at the beginning of this post that brand marketing is no longer exclusively the domain of those with big budgets. There is however a caveat to this. It assumes you are not trying to do it quickly. Building a brand quickly still requires big budgets, I am writing tis post from the context of SME marketing where big budgets are normally not available, and in these circumstances an alternative resource is required – TIME.

In both the cases I mentioned at the start of this post, the process of building the brand has been going on in a sustained manner over years, and whilst the companies have remained sound over this time, it is only now that the real growth that a strong brand can deliver is coming to reality.

The Bottom Line

We regularly state our view that marketing is a process not an event, and this is never truer when the marketing objective is to build a brand.

Strong brands are created by having a clear understanding of the value a business offers to the marketplace, and a sustained process for communicating this value. It is this combination, that given time will deliver the real value of a brand.

Filed under: News, Marketing Strategy, Marketing Planning, Brand, Case Studies

About David Wright

David Wright

Every business has a brand. Building yours can be the best way of adding sustained value to your business. A strong brand also builds market confidence and creates a great platform from which to develop sustainable business opportunities.

I combine professional marketing qualifications and experience with a solid understanding of real business to discuss and advise on building your business brand using effective marketing communication in a down-to-earth, no jargon way.

As well as discussing plans and strategies I am keen to 'get my hands dirty' and work with clients to make sure things happen!

  • Understanding you, your business, and what you want to achieve
  • Helping you choose the right tools for a practical marketing communications plan
  • Working with you to make sure things happen - and keep happening

My business goals are to achieve effective, long term relationships with clients, to deliver real benefit and to help clients drive their business forward.

Specialities:

  • Practical, joined-up marketing communication.
  • Professional, internet focussed business marketing.
  • Relevant content creation
  • WordPress training – take control of your website
I work on clarifying your goals then developing and implementing practical marketing to help you achieve them.

Extensive understanding on the internet and web marketing enables me to tap into highly cost-effective tools to achieve effective, sustainable marketing at realistic budgets.