Brand is one of the most important concepts in business. It is often oversimplified as a logo, a typeface, a brand image document - but it is so much more than that.
Brand is what your customers are saying about you when you are not in the room. It is your reputation, the sum of all the parts that make up your company.
You cannot directly influence your reputation; you cannot tell your customer to think of you in a certain way (wouldn’t that make life so much easier?).
What you can do, in fact what you must do, is influence perception.
It is critical for long term business success.
Short term sales activations can be the easy thing to fall back on, especially when the pressures of internal politics drive the urgency of immediate results. And to clarify, we are in no way dismissing the value that short term initiatives can deliver. But to quote Pete Drucker (‘Post Capitalist Society’),
“Long term results cannot be achieved by piling short-term results on short-term results”.
Ultimately there must be a balance. As well as driving short term results, there has to be activity that services the longer term, the ‘brand’.
So what are your options? What are the tactical levers you can pull that will allow you to influence customer perception of your brand? Enter the 4P's!
A tool to help define your marketing options and decisions. A tool for defining the elements that will successfully position your market offering. A tool that will help you put the right product, in the right place, at the right price, at the right time, that meets your customer's wants and needs.