Brand it – so you can market it with meaning

Brand it – so you can market it with meaning

Brand it – so you can market it with meaning

Brand Psychology

Are you a business who is actively marketing but not seeing the results you thought you would?

When it comes to marketing spend, as a rule of thumb, SMEs should expect to allocate anywhere from 5 – 15% of their gross revenue – and whether you’re a start-up or an established business, that can add up to quite a sizeable sum.

But what if you’re seeing very little return on that investment? How long do you keep it going?

Before we go any further, it’s not my intention to discredit the efforts of your marketing consultant or team. We all know marketing is the essential action of promoting and selling your products or services – that makes absolute sense … so what is the problem?

Well, let’s dive into this: Is marketing dead without branding?

Most entrepreneurs and small business owners think there is no need for branding because they don’t view themselves as a big corporation. Or, they believe they already have a brand – after all, they’ve asked someone to design a logo … create marketing materials … produce a website … Aren’t these all the brand? Yes, they are, but what if these decisions were based solely on aesthetics or an incorrect viewpoint about their target audience or competition?

True branding is actually what you do to make people feel a certain way about your business, or perceive your business in a specific way.

Why is that important you might ask?

Branding is knowing your target audience and then presenting yourself and your services/products to them in a way that will help them to choose you over the competition.

In this way, branding helps to significantly endorse your marketing which, in turn, impacts sales. An established brand means customers are choosing you rather than you chasing them and worrying about the effectiveness of your marketing.

Do you want to bring new meaning to your marketing through a powerful brand?

You can begin by downloading our free 4-point guide on Clarifying your Brand for business growth using the form below. Or, if you’d prefer, book a free 30-min Discovery Call on Zoom to have a conversation about whether your brand is having the right impact.

FREE DOWNLOAD

Clarify

your brand.

Does your business have a strong brand message and identity?

Clarifying your brand will help customers understand who you are and how you stand apart from the competition, which will help your business to thrive.

We've created this free guide to help you clarify your brand. There are four sections to fill in, with notes to help you. Just enter your details below to get your download link.

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

Our brand journey – a personal account

Our brand journey – a personal account

Our brand journey – a personal account

Brand Psychology

2019, for me, signalled a year when I wondered – after 18 years in business – where on earth we were going …

The business I’d co-founded in 2001 had become dull. Unlike the early years, when we were full of heady anticipation and creativity and passion for the work we were producing and the excitement of seeing clients’ company’s transformed with a new identity and marketing strategy, somehow … along the way, as the years had rolled by (and almost without me noticing) we had stopped shining.

2020, I’m sure you won’t need reminding, was the year that changed everything, for everyone.

And for me, amidst all the hardship and heartache, it also provided a chance to stand back and take stock of our business. What had changed? The market seemed static. Was that it? Had it really come to a stand still? The truth is, markets are never static because they are made up of people and so by nature, they’re always changing and evolving. Whether it’s a change in demand, a change in knowledge, a change in society or any other countless ways people change, markets aren’t a place for static entities. The problem was, we had not changed with them.

Change is never easy, but if we were going to survive we had to adapt – like a crab shedding it’s shell, it needed to be a transformation to signal the end of an old era and the beginning of a new one.

Looking back, it all seems to be a bit hazy. Like a road you know you need to walk on, but you’re not quite sure where it’s leading – we went with it, in faith, because standing still wasn’t an option.

Digging deep, we knew that the landscape had changed, so we asked ourselves very honestly: what did we do that still offered value? I laugh at this stage because it truly could have gone either way! But in the end the answer was deceptively simple and staring right at us. It was in our business name: we Think!

We’ve always done it. We think a lot about our clients’ businesses, where they are, where they’re going and how we can help them reach their goals through a process of brand development. Our problem was, we just hadn’t identified our story, we hadn’t worked out what our own brand was!

Today, I’m delighted to announce the launch of our new website, signalling a new approach and era for us and positioning us for future growth. It communicates exactly what we do, how we (uniquely) do it and most importantly how it benefits the very businesses we want to work with.

I’m hugely proud of the team for bearing with me on my quest. I’m excited about the future and I’m ready for every opportunity that comes our way.

If you’re still reading this, thank you for getting this far and finding out what our business has been through over the last 3 years! And if this resonates, if you’re not sure where you’re going, if the market seems static and business is slow – for heaven’s sake don’t stay where you are. Talk to someone, talk to us. You never know what possibilities that conversation might open up …

 

 

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

Building a brand that people fall in love with

Building a brand that people fall in love with

Building a brand that people fall in love with

Brand Love

As a business owner, do you wonder how you can make consumers fall in love with your products and then retain their loyalty?

The answer is by spreading a bit of love … through your brand!

Over the years we’ve seen brands excel in this area – Apple, Disney, Lego. By building a strong and consistent brand, they’ve built strong relationships with their consumers. In turn, consumers have invested in the brand and that is how they have continued to dominate their markets.

Whilst you may not aspire to be a global giant like Disney, your brand is as equally important to your business, and here’s why.

Research has shown that people emotionally connect with brands on a level that is almost equal to their relationships with their nearest and dearest. Think of those hardcore Apple fans who are prepared to camp outside a store hours before the latest iPhone goes on sale. A few years ago, I even dared to surprise my son with something other than the latest Lego set for his 11th birthday – it was hardly removed from the wrapping paper!

So what makes someone fall in love with a brand? Here are a few thoughts on the matter.

 

1. Build trust

Trust and crediblity have always been the path to true love, even if it takes a little time to get there.

Consumers are overwhelmed with slick advertising images and catchy sales messages – a quick fix marketing strategy for companies whose sales may have taken a hit, but most people desire a more emotional connection from the brands they support. Companies who are able to genuinely connect with their community will have a strategic advantage over those who don’t.

So remember, before your next campaign, consider your motives to see if it’s a genuine move to build trust in your brand or a desperate tactic to compete with the latest show in town. A reputation takes years to build, but a moment to ruin.

 

2. Exceed expectations

It doesn’t take a genius to work out that brands who outperform, over-deliver and anticipate what their customers need, will stay ahead of the competition.

But what about surprising your audience – going from what they need, to what they really deisre. The idea of going above and beyond is always going to separate the premium from the good.

Businesses that operate purely for profit will never care for their customers in the same way as brand who places greater emphasis on providing a good service or a positive experience. These same profit-driven brands will never make the ‘love level’ and will soon lose customer loyalty when a better or cheaper option comes onto the market.

To retain your customers, exceed their expectations and love them first. It’s surprising how far a little love can go.

 

3. Set trends

In todays consumer society, people no longer buy something just because they need it, they buy because they want it and because it stands for something.

As a result, the coolest brands are also the ones that are more successful.

One of our greatest human desires is to be accepted and part of something special and brands that help us to do this will be ones that we come to love.

 

4. Touching your audience

Whilst your brand is the face of your business, a brand touchpoint is the way your brand directly interacts with your audience. Whether that’s that’s through your website, your social media presence or simply through a contract document, your brand should always be present.

Formulating an effective brand strategy will determine the right touchpoints that increase awareness of your business and gain trust in your products. Once you’ve identified these, they can be used to communicate powerful messages that embrace all of the positive things about your brand, nuturing consumer relationships.

It’s no longer enough for people to like your brand – they need to love it! Customer loyalty is worth much more than a single purchase so taking time to build a brand that people love is something every business owner should be focused on.

Contact us if you would like to chat about building your brand.

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

I know I have a great product so why am I not seeing business growth?

I know I have a great product so why am I not seeing business growth?

I know I have a great product so why am I not seeing business growth?

Brand Love

Manufacturing and product-based companies are worth almost two hundred billion pounds to the UK economy, occupying just under two percent of the global market. Unsurprisingly, it’s a highly competitive sector and is why so many manufacturers can simply get lost in the marketplace.

Your product may be great, innovative, or of exceptional quality, but your business can still end up getting sidelined and forgotten. So, in a cramped market, how can a manufacturer differentiate itself from its rivals?

The answer is a comprehensive brand strategy.

About half of manufacturers view a brand strategy as an extra cost, and one that doesn’t apply to them or their specific audience. Only around 7% have “strong and differentiating brand value propositions” where their offerings are both coveted and also able to command a premium. Recent research found that overseas consumers were prepared to pay as much as 22% extra for quality British brands: think about companies like Dyson, Mulberry and Aston Martin.

Whilst price point and product quality are important factors to customers, there are deeper issues and questions that all manufacturers should be asking themselves:

– What is it that makes my product distinctive?

– Am I still trying to sell to everyone or have you found your niche market?

– Is my brand the first that comes to mind?

– How effectively am I telling my audience about it?

By successfully addressing these questions you can start to build trust with your customers. Humans are creatures of habit, and will always return to brands they know and trust – they value the consistency, quality and assurance that the brand provides.

When your brand becomes special it also becomes more powerful. People will want to invest in the best, especially when you’re providing a quality product in a specific market. Cost drops away from being the most important consideration. It is an enviable position to be in when you can set the price of your goods.

Connecting with sales teams and retailers is notoriously difficult, but with a recognisable and confident brand the pitch process will be significantly easier – if the client understands the brand with little or no explanation they are more likely to invest. With your brand in demand you can leverage your influence on distributors and retailers, ensuring prime positions where customers and end users can easily find your products.

 

What do you need to do to create a distinctive brand?

It starts with asking yourself some occasionally difficult questions, and answering honestly. You may have invested in all other aspects of your business, but have you fully considered your brand image? Does your offering deliver to a targeted audience? Does your brand generate trust with your customers?

If you’ve answered ‘no’ to any of the questions above then it could be time to take action and talk about your brand strategy – one that works for your company in the long term and successfully elevates your products above the noise.

 

Contact us if you would like to chat about creating a distinctive brand.

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

Do you have a logo, or do you have a brand?

Do you have a logo, or do you have a brand?

Do you have a logo, or do you have a brand?

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!