Make your brand identity the central organizing principle for everyone and everything in a company rather than just the products, services, logos and imagery
Brands are assets that create sustainable wealth, both for businesses and wider society. Every successful brand has a clear positioning expressed through its name, logo, and identity. But, more than that, a strong brand identity has the potential to influence all aspects of a brand's omnichannel presence, including its products, services, and staff behaviors.
In fact, McKinsey's nine traits of a future-ready company found that employees who say they are “living their purpose” at work are four times more likely to report higher engagement levels at work. People reach further when their energies are channeled toward a purpose. This shows brand leaders can capitalize on brand purpose to enthuse both their customers and employees.
Brand positioning and identity are integral components of the overall brand strategy. Having a…
Planning how companies communicate with customers has always been an important aspect of marketing strategy. But the introduction of new omnichannel marketing technologies in the era of digital disruption makes it even more crucial today
The pace of innovation continues to drive new options for reaching customers across a number of key channels. Savvy business leaders know that to thrive in this market, they must be ready to adapt and develop their strategies. For example, Omnichannel marketing is now recognized as an essential approach for all businesses with an online presence. But how does omnichannel relate back to your customer?
Twenty years ago, when digital channels didn’t have the diversity and importance they do now, the choice of which channel to use and how best to connect with customers didn’t influence customer service outcomes so heavily. Today, however, customers have an astounding number of options for communicating with companies — and businesses…
What are the essential parts of a multichannel marketing plan template?
Multichannel marketing, or omnichannel marketing, is the process of utilizing online and offline marketing communications channels to target and engage with your customers.
As outlined in our popular Learning Path module, structure a plan using the RACE Planning framework, the purpose of a multichannel marketing strategy is to empower marketers and managers to plan, manage and optimize the resources needed to achieve business sales targets. The timeframe is typically annual but potentially longer-term, such as 18 months to three years.
Examples of communications channels could include, for example:
The goal is to deliver leads and sales targets for defined products and services, which can apply to an organization as a whole, or a single market if there are multiple markets and product or service categories.
An effective omnichannel approach to marketing…
9 pointers for strategic marketers to implement and benefit from cross-channel marketing
What is cross-channel marketing?
Cross-channel marketing is a customer-focused digital marketing technique used by marketers globally to provide an integrated experience across all paid, owned, earned media, and digital experiences.
It is a powerful way of designing your marketing strategy and implementing data and analysis to create omnichannel customer journeys towards your goals.
Implementing a cross-channel marketing strategy can be a little intimidating. You need to take care of multiple channels while designing your campaigns.
Keeping track of every campaign and integrating their analytics is certainly not an easy task. That's where our RACE Framework comes in.
So, before we dive into cross-channel marketing, let’s take a moment to assess your business' marketing needs. Did you know you can book a free 1-2-1 membership consultation to discuss your objectives in the context of our omnichannel…
Examples of how SMEs can use Porter’s 5 Forces to assess marketplace viability
Right now, Porter's 5 Forces is the most useful tool for owners and managers to stay one step ahead of the competition in a challenging market. The Porter's 5 Forces model has always been popular with SMEs in particular, looking to invest for growth and manage risk to their limited resources.
Earmarked as the best marketing model to help small businesses analyze the competition in the marketplace, balancing these 5 forces is a must for your 2022 marketing action plan.
What are Porter’s 5 Forces?
Porter’s 5 Forces is an analytical model that helps marketers and business managers look at the ‘balance of power’ in a market between different organizations on a global level, and to analyze the attractiveness and potential profitability of an industry sector.
Threat of substitute products
Bargaining power of buyers
Updating approaches to your online branding for the digital world
Brand is No.1
I want to start with a bold statement. The online brand is the single most important element to a business or organization. If you think about what online branding actually is; a position that has been carefully established, and a set of customer promises and overall experiences based on communication and service, then not delivering on these promises and what a brand stands for will lead to failure.
In today's digital landscape, strong online branding will allow you a closer connection with your prospective customers, leading to conversion and retention.
Without a strong online brand, a business will experience reduced competitiveness, inaccessible products and services, customer confusion, and dissatisfaction. As your online brand shows its form in all your customer touchpoints, then to say it is everything is really not an overstatement.
What is online branding?
Website(s), search marketing, mobile content, social media,…
Branding means fully integrating your customers' experiences of your brand. We'll recommend marketing tools and training to show you how, as well as taking an in-depth look into the definition of branding
What's the definition of branding? Across numerous terms and definitions, one thing that rings true for pretty much all of them is a heightened focus on your customers' experiences of your branded goods or services, compared to your competitors. But what is meant by brand definition today? And what can brand marketers learn from this?
We've all seen that, to succeed in today's competitive omnichannel environment, it's more important than ever that brands champion their key customers (both potential buyers and those with existing lifetime value) in all of their marketing activities. You need a data-driven, customer-focused approach to marketing to outpace your competitors.
As a result, we guarantee that all our marketing training is integrated across our tried and tested…
A successful brand strategy means your business' channels, digital experiences, and tone of voice need to home in on what your key customers want.
We've got marketing training to strengthen your branded consumer goods company's relationships with your target audiences.
In order to build a loyal fan base, your brand strategy and style need to reflect your overall vision for the business. Having a brand strategy that jars with your product/service will put customers off and confuse them about who are and what you offer.
However, integrating your marketing strategy can be hard, especially today in the age of digital disruption where every customer has an omnichannel experience. That's why our complete marketing training covers all the key elements you need to build a strong brand strategy.
The RACE Framework for consumer branded goods
Our popular RACE Framework is a simple, actionable planning structure for marketing leaders looking to streamline their omnichannel marketing strategies and…
Need a framework to help your brand stand out? Streamline your brand strategy framework with our tools and templates to cut through the noise
Right now, brands are going through an identity crisis like never before. In the age of digital disruption and bad omnichannel marketing, it can be tough for branding to unify marketing communications effectively. Like your customers, you need to refresh your approach to digital to keep your brand relevant today. But it's easier said than done. We recommend using a brand strategy framework, such as the RACE Framework, to streamline your branding and keep everyone on track.
With a defined brand framework in place, you can strategically manage your brand with trusted data and processes in place to optimize your brand marketing and win more customers. Interested? Find out more about managing your brand with a brand strategy framework, plus our recommended tools to reach, convert…
What's the meaning of omnichannel today? Definitions and examples of good and bad omnichannel strategy
The promise of omnichannel was to connect brands and customers digitally, meaning they could continue to build their relationship in each subsequent interaction. For the most part, omnichannel hasn’t delivered that.
To understand bad omnichannel marketing, picture yourself in a funhouse surrounded by mirrors. In every direction, you see your reflection in distorted shapes and sizes. The mirrors change appearances, not who you are and what you believe. But if you spend too much time in front of the mirrors – social networks, blogs, or which ever channels you use to present your brand – you can become disoriented and so can your customers.
In these cases, the results of omnichannel marketing feels disjointed to the customer and unmanageable to the marketer. The whole point of ominchannel was to be wherever your potential buyers "hang out." Instead, these…