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General Marketing Principles

Brand Building: Presenting Your Brand to Consumers

Did you know that when it comes to the relative impact of communication, spoken words account for just 7 per cent, tone of voice accounts for 38 per cent, while your image and body language account for a whopping 55 per cent?!

In this article, we analyse a few examples from industry leaders and unpack the power of brand imagery, brand personality and tone of voice.

Defining What is Unique in Your Brand

Do you wonder what’s hindering your sales, even though you tell everyone your business is innovative and unlike anything else in the market? It’s because we’ve heard it all before. Consumer choice has never been greater in today’s globalised society, and for modern businesses the competition is fierce on the global stage.

Establishing Your Brand’s Purpose

What made you get out of bed and go to work this morning? It’s easy to simply say you need money to support your family and future, indeed we all have those needs, but why did you choose your particular method of income? That answer is quite personal, and completely individual to you based on your personality, sense of purpose and background story. Similarly, smart businesses and brands have a personality, purpose and story that inspires motivation and in turn generates revenue. How?

Masterful Marketing Step 3

Create sales messaging that resonates with your target audience, that solves a problem for them, messaging that sets your business apart from other offerings in the market. Perhaps the most underestimated factor in marketing planning, this article will unpack how strategic sales messaging can greatly increase the conversion rate, and consequently the Return-On-Investment (ROI) of your campaign.

Masterful Marketing Step 2 – There’s Creativity in Content

In our Masterful Marketing blog series, we are delving into each stage of crafting and implementing a multi-channel marketing campaign that achieves your goals, and delivers revenue for your business. Following on from last week’s article Step 1 – Develop the Plan, we now explore the importance of creativity in your content. 

Masterful Marketing Step 1 – Develop the Plan

In this series of articles, we are taking a deep dive into each step involved in strategically planning and executing a masterful marketing plan, one that generates powerful results with your target market and maximises return-on-investment (ROI).

Is colour use still important in marketing?

In nature, both flora and fauna use colour to sustain life - flowers to attract bees, peacocks use it for mating and camelions use it for camouflage. And certainly, we use colour every day, either to express our emotions or to stand out. But does it really have that much impact in our business lives?

Is marketing dead in 2019

Digital has undoubtably changed the way we consume media, but it has not changed the fundamentals of marketing; the need to relate our sales messages to ours and our clients core values. It has not changed the unique selling propositions or our brand differentiation. It is also not the only channel available to us for communication.

Is it that the pressure from media to deliver short and sweet messages  that has made us lazy? Is it that marketers are now focusing on digital so much, they're forgotten the art of real communication and strategic differentiation to meet market needs? Or is it that the fundamentals of marketing really are dead in 2019?  The latter I simply don't accept but it may well be being overlooked.