Are you worried about copy cats who might steal your customers? DON'T! That is what Branding saves you from - ideas are worth nothing; their value lies in how they are executed. Branding is about your uniqueness and here are 3 tried-and-tested ideas for how to maintain your brand:
1 Use social media as much as you can to share about your business. A page on Facebook is a great way to attract and engage follower, but retaining them will take some commitment of your time. It is well worth investing your time on this as you can get good feedback as well as loyal customers, without spending any cash.
2 Keep your followers engaged in your journey, by sharing photos and video clips about what you are doing. Your mobile phone is your friendly reporting tool and the more interesting your shots are, the more followers your brand will gain.
3 Offer good ideas and advice when you can and soon you'll be attracting attention from those who want to learn from YOUR experiences, which no copy cat can speak credibly about. Your journey is your own and that is its value.
Take the music industry as an example. Notice how great guitarists sustain their brand whether they go solo or join other groups? And it doesn't apply to creative industries only - even managers have their own brand which attracts staff to follow them where ever they go! Think about Apple - it showed us that when its Essence was lost, it plunged in value and approached bankruptcy until its Founder returned and revived it with his vision.
Yes, Branding is about the users' experience of the essence on which your products and services are based. Would you like some help in clarifying the essence of your brand? Call me at 6-03-21697704 or email evelyn@atheneumgroup.net.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Showing posts with label Brand Postioning. Show all posts
Showing posts with label Brand Postioning. Show all posts
Wednesday, August 1, 2012
Sunday, August 1, 2010
STP to a Bullseye for Profits!
Profitable Brand Positioning
Amid elegant surroundings, as the fragrant beriyani teased our palates and other senses ex-classmate yelled ‘STP’ and both of us collapsed into peals of laughter to the puzzlement of the others at dinner! And we had to explain our tortuous experiences at the hands of a supersonic lecturer (yes, he really was out of this world!) who had not-so-gently bent and molded us into Strategic Marketers. THANK YOU Dr. ML!
That was eons ago and ex-classmate was now a savvy and successful consultant in another country and had brought his business partners to discuss taking my innovation into their business.
Amid the tantalizing chutneys, melt-in-your-mouth vindaloo and soothing raitas, dinner talk had revolved around the myriad sectors that would benefit from it and how it could be promoted in their country. Would it be directly to the end-user? Or should it first be presented to the government agencies to adopt or maybe to the educational institutions to declare as their own product? What would be the most productive entry strategy for us to employ?
Then there was the pricing to the different buyers and the marketing fees to those who would carry it, not to mention licensing agreements etc. Well after much animated excitement about the vast buffet of possibilities before us, over aromatic masala teas we finally arrived at how we would prioritize taking the product to market and what pricing strategy would be most attractive in the long-term to secure repeat business and establish the brand.
It was at this point that the evocative ‘STP’ was interjected. It stands for Segment, Target, and Position and is a marketing method. What it means is that the road to taking a product or service to market begins with deciding on the segment to focus marketing efforts on, then to target a profitable part of that segment and to subsequently launch a positioning campaign that appeals to that targeted part of the segment. This road map enhances profitability and reduces wastage of advertising and other efforts.
Maybe you’ve been mulling over how to position a product or service and would like a sounding board? Just call me at (6)03-21697704 and I’ll be happy to lead you through the right STP for you .
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Amid elegant surroundings, as the fragrant beriyani teased our palates and other senses ex-classmate yelled ‘STP’ and both of us collapsed into peals of laughter to the puzzlement of the others at dinner! And we had to explain our tortuous experiences at the hands of a supersonic lecturer (yes, he really was out of this world!) who had not-so-gently bent and molded us into Strategic Marketers. THANK YOU Dr. ML!
That was eons ago and ex-classmate was now a savvy and successful consultant in another country and had brought his business partners to discuss taking my innovation into their business.
Amid the tantalizing chutneys, melt-in-your-mouth vindaloo and soothing raitas, dinner talk had revolved around the myriad sectors that would benefit from it and how it could be promoted in their country. Would it be directly to the end-user? Or should it first be presented to the government agencies to adopt or maybe to the educational institutions to declare as their own product? What would be the most productive entry strategy for us to employ?
Then there was the pricing to the different buyers and the marketing fees to those who would carry it, not to mention licensing agreements etc. Well after much animated excitement about the vast buffet of possibilities before us, over aromatic masala teas we finally arrived at how we would prioritize taking the product to market and what pricing strategy would be most attractive in the long-term to secure repeat business and establish the brand.
It was at this point that the evocative ‘STP’ was interjected. It stands for Segment, Target, and Position and is a marketing method. What it means is that the road to taking a product or service to market begins with deciding on the segment to focus marketing efforts on, then to target a profitable part of that segment and to subsequently launch a positioning campaign that appeals to that targeted part of the segment. This road map enhances profitability and reduces wastage of advertising and other efforts.
Maybe you’ve been mulling over how to position a product or service and would like a sounding board? Just call me at (6)03-21697704 and I’ll be happy to lead you through the right STP for you .
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
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