The culture of an organisation is probably the hardest thing for a competitor to copy. Being on the same page and working towards a common goal will unite a team; but first everyone, without exception, must understand the company, its story and what it is trying to achieve.
Your reputation as an employer and a great place to work will help to build loyalty, attracting and retaining the right people. Stability in an organisation is important to employees and customers alike.
By developing a clear set of the core values, supported by a strong vision and mission it is possible to increase the appeal of a brand, helping people to connect with it through understanding the shared beliefs.
Reality & Uniqueness
Articulating, through your communications, how and why your people, products and services are different will help people to choose to do business with you. Companies with crystal clear propositions are more effective in sales. Consistent brand integrity will build trust and confidence with your customers, employees, suppliers and wider community.
Having a strong corporate identity will:
- Project the promises you make to your customers
- Establish visual recognition and familiarity
- Build loyalty through providing a way to engage your audience
- Increase credibility and professional reputation in the industry
Corporate Social Responsibility is an integral part of business ethics. Having visible policies to guide the principles will help you to be more attractive and appealing to employees, prospective customers and the wider local community. The absence of policies can be a barrier to trade for some organisations, an ethically proven supply chain is a necessity.
Developing a marketing strategy
Marketing is the art of creating genuine customer value – it is not selling, it is about making customers better off through using your products and services. Selling starts when you have a product. Marketing starts way before then, through research and understanding the marketplace you are in or about to enter.
As the saying goes; fail to prepare, prepare to fail. Preparedness through strategic planning is critical if a business is serious about growth. The financial waste associated with a scattergun approach towards your marketing could be remedied by setting clear goals and objectives and devising a marketing strategy that brings structure and a measurable return on your marketing investment. The money wasted on sporadic marketing could be put to such good use by understanding the most effective marketing activity to invest it in.
Structuring a marketing plan will help you see how realistic and achievable your wishes are; after all, goals without any kind of a plan to show how you will get there will remain exactly that – wishes.
A business, whatever the size doesn’t need to employ a marketing specialist to achieve marketing success, of course. A credible marketing consultant will mentor, advise and upskill so an organisation is able to manage much of the activity in-house if the capacity to do so is there. Marketing of any kind is not a black art as some would have us believe, and once it is de-mystified you are able to understand the options available and make the right decisions for your business.
Working with a qualified expert will ensure that the way you articulate your brand and talk to your customers is consistently professional, effective and relevant; and also that you are actually reaching your intended audience and not wasting time and effort marketing to disinterested third parties. Customers have so much information to cut through these days, so making their buying decision as effortless as possible will ensure your products and services are chosen above the competition because what you are offering is the only real solution to their wants and needs. Unless your customer communications are cutting the mustard, you will lose out every time.
Invest time and resource today in planning for tomorrow, giving you and your team the direction, drive and impetus to allow your business to perform to its full potential.
The Planning Framework
- Current position: Where you are now.
- Mission, Values and Goals: What are you trying to achieve? Where do you want to be?
- Differentiation: How and why are you different? Develop a unique value proposition to stand out.
- Segmentation: Who are you working with and why? Who do you want to work with and bridge the gap.
- Communication: Reach your customers effectively. How to stay on-message and connect in a consistent way with your audience.
We provide business support on a consultative basis at intervals that is best suited to your business; helping you to implement strategies and processes which will have the best possible impact on bottom line growth.
There are many benefits to bringing a marketing consultant into your business. It is a great way to access the skills and knowledge of a qualified marketer. Credible consultants like ourselves can bring a lot of value to the table and our work is a byproduct of our lengthy careers in the corporate sector working on all aspects of marketing before becoming consultants.
Taking an objective view, we are able to evaluate your current marketing efforts and give our honest feedback and advice. With our strategic approach we are able to guide a company through our proven planning methodology to scope out an integrated marketing plan by looking at where you are now and what you want to achieve and bridging the gaps.
Implementation of the strategy can be a challenge for many a business so we work with trusted, professional partners and even an organisations incumbent marketing agency to ensure things are delivered to the right standard, on time and within budget.
Working with a marketing consultant will ensure that things stay on track as it’s easy to experience ‘strategic drift’ in everyday business life, losing the focus on functions in a business that are not as strongly represented as others such as operations and sales.