Brand tip: Plan it, THEN do it

A company wants to see results. Whatever the business activity, there should be some tangible sign of progress. And the sooner the better. But short-term results don't always bring long-term benefit.

Brand communication activity is no different. When a company has made a decision to DO something, they want to DO it. As fast as possible. Whether it's updating the logo, creating new literature or developing the website. The problem is, that in those circumstances, they don't always DO the right thing. That's why planning is so important. A clear strategy is often the difference between success and failure.

So to increase the success of your brand communication, here is a simple 5 step guide to planning your brand communication:
1/ Who are you talking to? (Identify your audience. Be specific)
2/ What do you want them to do? (How do you want them to react? Buy more product? Buy more often?)
2/ What do they need to know, to react in that way? (What's your message? What's the benefit they want from your product or service?)
4/ What is the best channel to communicate that message? (Is it via your website? Is it through networking?)
5/ What do you want to achieve as an outcome of this activity? (If it's an increase in sales, is it the number customers, or the total value? Again, be specific).
Now you can go and do it!

As you can imagine, this does take longer, but it's worth it. All the time, energy and budget you invest in the project is more likely to bring the outcome you want. And if something is not working, you can identify what it is, and change it.

If you'd like to know more about developing a strategy, and then putting it into action, we'd be happy to have a chat. Call us on 01392 248107 or email jonathan@alderandalder.co.uk.