Brand tip: It's an investment

Your brand is an investment in your business, not a cost to your business. So you should expect to get a return on that investment - do you? You should have a clear expectation of what you want your brand to deliver for your business. It might be raising your profile, so that you attract more clients. It might be helping you to stand out from your competitors, so you can increase your market share. Whatever it is, you should measure it, because if you don't measure it, you can't manage it.

A lot of businesses look at their brand as cost to the business, so they look for the cheapest option. Saving money can look like a good decision in the short-term, but brand is about building long-term benefit. That's why a business should look at it as an investment. When you invest in something you look at what option is going to bring you the best return.

I found an interesting article on Twitter, discussing the dangers of short-term thinking, tweeted by @paulahillier. Take a look.

If you want to see some examples of businesses that have invested in their brand, visit www.alderandalder.co.uk

Brand tip: Loyalty

Brands are all creating about loyalty. That's why they're so valuable - if they're well managed. Loyal customers will buy from a business again and again, and probably recommend them to friends or colleagues. How many loyal customers have you got? Would you like to find more?

Free brand seminar

Do you understand what your brand is and why it is valuable? If you don't you might be interested in the free seminar we are running on 15 July, in Exeter. As part of the Business Network SW monthly networking lunch Alder and Alder are hosting the pre-lunch seminar, at the Exeter Golf & Country Club.

It will be an interactive workshop, ideal for anyone who wants to give their business a competitive advantage. We will be answering three important questions:
- What is my brand?
- Why is it valuable?
- When should I change it?

Through some simple exercises delegates will begin to explore what their brand is, how it can help to increase their turnover and when is the right time to change it. We want delegates to leave the seminar with a better understanding of what 'brand' means for their business and how it can help them to;
- Win new customers
- Reach their target market
- Clearly communicate the benefits they offer
- Stand out from their competitors.

If you would like to come along and learn more about your brand and what it can do for your business, contact Sean Humby at Business Network SW, and he can book your place. There's also the opportunity for networking at the lunch which will follow the seminar - there is a charge for the lunch, Sean can give you the details.

If you'd like to know a bit more about Alder and Alder and what we do for our clients brands, visit www.alderandalder.co.uk.

My favourite advert (at the moment)

The new Robinsons Wimbledon ad is great. It's beautifully shot and a great little story packed into 60 seconds! The soundtrack / audio is great too - absolute silence when you expect pandemonium. And no mention of the product until the close (just the subtlest product placement in the little girl's hand). Take a look below.

Now, whether it will actually come true in the next 2 weeks...

More of the green stuff

I came across this article on The Guardian site last week about the new ad campaign from Marks & Spencer. The campaign highlights their on-going commitment to their Plan A strategy, despite the current climate. According to the article, the £200m cost of implementing Plan A has already been covered by the savings made through energy and waste efficiency.

It's more proof that sustainability makes good business sense - whatever the economy is doing.

If you want to look at what your business can do to be greener, take a look at www.todayandtomorrowonline.co.uk for advice and useful links.

Beautiful illustration

The Guardian published a series of guides to Great British Walks this week - one a day - and they had fantastic illustrations on the covers (see below). Irresistible! The inside was quite interesting too.