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…

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 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. [si_monthly_campaign_blog_cta_banner id=156131] 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,…

Personalized marketing, as we know from our experiences as brand-lovers and as marketers, is the make or break of any e-commerce marketing strategy in a competitive environment

Personalized marketing is all about offering improved user experience (UX) by serving relevant content, or targeting key messages in the funnel, based on your customer’s e-commerce activities and behaviour. Personalized marketing unlocks tactics for retailers to form personal relationships with their customers during their online experience (CX), to nurture leads and drive more sales from digital marketing. According to SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. And with competition at an all-time high, value added by personalized marketing is exactly the tactic your retail/e-commerce marketing strategy needs. [si_monthly_campaign_blog_cta_banner id=156146] Despite this, customer security and privacy concerns are at their peak. A McKinsey 2020 consumer-data report…

'Strategic marketing beyond a single campaign metric': Brand evaluation requires deeper analysis of your campaign KPIs

A single brand evaluation metric such as 'brand awareness' can get a bad press as a marketing KPI. It's easy to see why, after all, just because I'm aware of your brand, it doesn't mean your marketing has been all that successful in driving demand or sales for a product. To give a trite example, I'm aware of Donald Trump, North Korea and Protein World. It doesn't mean I like any of them. Nor does it mean I'd ever buy from them. Oh and before you say 'You can't buy from North Korea Rob you idiot'- I think you'll find you can. Strategic brand evaluation runs much deeper. It's time to aim for strategic marketing beyond a single campaign metric. "Strategic marketing beyond a single campaign metric" Boosting brand awareness isn't pointless, far from it.…

Like it or not, at one point or another you’ll probably have to deal with a negative customer comment that’s been published online

Did you know, as many as 94% of customers say that a negative review convinced them not to do business with a brand? We can’t underestimate the importance of online reputation management. Like it or not, at one point or another you’ll probably have to deal with a negative customer comment that’s been published online. This means you need to learn how to respond to such criticism. After all, it’s vital you react to these comments in a timely and thought-out manner, as this is the only way you can adequately protect your online reputation. [si_guide_block id="5768" title="Download our Individual Member Resource – Social media marketing strategy guide" description="Our social media strategy guide will help you create an integrated social media marketing strategy that shows you how…

By not actively trying to establishing a stronger online presence, as a business owner, you lose out on potential sales and loyal customers

How a business portrays itself is a vital factor in its success and, with the advent of social media, establishing a positive image and creating a personal brand is as important as ever. For entrepreneurs trying to make a name for themselves, this is even more important. Many businesses make the mistake of thinking a Facebook page or a LinkedIn profile isn’t that necessary. However, it’s becoming increasingly apparent that the face behind the business is as crucial as the business as the business itself. By not actively trying to establishing a stronger online presence, as a business owner, you lose out on potential sales and loyal customers. While the web is crammed with everyone using the same old strategies, businesses aiming to differentiate themselves need to opt for out-of-the-box solutions…

A single tool can centralize efforts, simplify complex processes, and ensure the effective utilization of data

Regardless of new digital opportunities, companies still struggle with their brand development. A recent survey suggests that some of the most common brand management hurdles include putting data to efficient use, possessing a compelling vision, achieving integrated marketing communication and training employees to deliver a consistent message every single time. These challenges are commonplace and dozens of companies are attempting to identify the right solution. Specifically designed to address the above-mentioned challenges, brand management software can be just the thing. A single tool can centralize efforts, simplify complex processes and ensure the effective utilization of data. [si_guide_block id="109627" title="Download our Premium Resource – Brand vision and identity playbook" description="Consumers and businesses are often making the choice between one brand and another. This is why improving brand identity is relevant to all…

Digital branding visuals to help measure and deliver purpose

What’s the point of it all? Since the dawn of humankind, people have agonized over that highly emotive question. As we steadily slip and slide towards the second decade of the 21st Century, more than ever that question is pivotal. In the sandstorm of why…how…what… when…who… and where… Rather than instinctively turning to people for answers, we increasingly gaze through windows on wrists, laps, and desks for digital to deliver neatly packaged solutions wrapped up in brand messages with emotional ribbons and bows. Consider Turkish owned McVitie’s (United Biscuits) which combined digital (via social media) and emotions to help sell biscuits.  Emotional marketing is nothing new. However given today’s consumers wariness of algorithms, many marketers bank on emotions to help soften qualms. Such fears could be credited to many factors including the veracity of social messages (Think Russia/Trump and Twitter/Facebook)… …

Adidas just made a colossal bet that could be a game changer, or a catastrophic mistake.

Last week, Adidas announced they were going all-in on digital advertising. Chief Executive Kasper Rorsted said he was going to ditch TV ads and instead spend 100% of his budget on digital to capture younger consumers, a crucial demographic for the sports clothing line. This way, he said, Adidas would quadruple e-commerce revenues by 2020. “All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately one billion (euro) to four billion (euro) and create a much more direct engagement with consumers," he said. Predictably, the internet exploded. It was a hell of a time to bet all your chips on digital marketing, said critics. Digital ad giants Facebook and Google are now embroiled in full-blown scandals and a quick glance at today’s CampaignLive reveals…