Displaying items by tag: brand refresh

“As a small business without the marketing expertise or the time to drive it, it’s very hard to proactively focus on the promotion of our own business.”

 

Not every business has a marketing function.

Whilst the big players in business may have marketing teams spread across the country, the reality for many organisations is vastly different. Many organisations, both small and medium-sized, do not have a marketing function at all, reliant upon incorporating those responsibilities within the BAU of another or adjacent role such as sales or events. For those that have small or part-time marketing functions, the ability to execute programs or initiatives over and above regular BAU marketing, such as a brand refresh or launch, places additional pressure on an already busy resource.

“As the Managing Director, I am often pulled in many directions and need to wear many hats within our business. Marketing was one of those hats.”

 

How Covid-19 has changed the game

Our current health and economic crisis has only exacerbated this pressure, with the questions being asked “What will the new normal look like?”, “How can we compete in a new environment?” and “What marketing activity will drive awareness and differentiation when everyone else is doing the same?”

As we emerge from the current crisis these questions will become even more pointed and pertinent, and Chief Executives, Managing Directors and Boards will be looking to their marketing functions to demonstrate clear ROI on future marketing spend.

Organisations and marketing teams will be seeking solutions that address kickstarting or restarting their market positions and profiles, being alert and sensitive to the evolving landscape of the post-Covid-19 business environment.

 

How BrandMatters supports organisations under resource pressure

For several years, BrandMatters has been assisting clients in taking the pressure off their marketing functions and short-term resource gaps by placing our marketing professionals on-site to drive forward marketing activities and brand initiatives. BM Inside is a dedicated resource who is not only an experienced marketer, but also comes supported by, and equipped with, the deep strategic knowledge and insights from the BrandMatters’ team.

We have filled short-term resource gaps, such as maternity leave, have led and deployed full national brand refreshes where the marketing team did not have the capacity to do so, have taken businesses with minimum market profile and driven awareness and consideration. Across the development of brand strategy, education of internal audiences, creation of marketing plans and calendars, we have assisted our clients in delivering clear and beneficial ROI against their marketing spend.

“Having BM Inside in-house for three months gave me the peace of mind that things were getting done.”

 

How branding will support businesses in the new world

The effects of our current crisis are only becoming apparent. But what we do know is that organisations will need to develop nimble mindsets. The old ways of working will no longer be tenable. Marketing will also evolve, but for many organisations asking the big questions of a changed future, marketing may not be top of mind, particularly where little or no resource has been able to be allocated pre the crisis.

At BrandMatters we firmly believe that differentiated branding and smart market positioning will be critical in driving survival in the new marketplace, regardless of whether the audience is B2B or B2C. Yet with even more downward pressure on resources, organisations will be looking to rely on trusted and proven partners.

“We’re now moving forward with renewed confidence in our new brand and our position in the market.”

Looking to the evolving future, organisations have the opportunity right now to evaluate how they have previously deployed marketing, and what marketing strategies are needed. For those that are looking for support to drive marketing forward in the new world, BrandMatters’ BM Inside has proven a trusted and accountable resource.

Could BM Inside support your business as an on-site marketing resource? Learn more about BM Inside here or contact us to find out.

Tuesday, 04 February 2020 11:25

To rebrand or refresh, that is the question?

Brands need to continuously adapt and evolve in order to survive. The refreshing guide to rebranding focuses on the strategy behind rebranding, ensuring you embark on a rebrand armed with all the necessary insights required to make the right decisions for your brand to ignite long term growth.

Our guide helps you understand the 'what, when, where, why and how’ of a rebrand or refresh, so as to move forward with a manageable, strategic approach that can ensure relevancy in our ever changing, competitive environment.

The decision to rebrand should not be taken lightly, there are a number of factors to consider. If you are considering a rebrand, downloading our e-guide is a great place to start.

The guide will:

  • Provide a clear differentiation between a rebrand vs a refresh.
  • Provide examples of successful rebrands and refreshes.
  • Understand the catalysts for rebranding.
  • Outline the benefits of a rebrand.
  • Highlight the importance of brand research and stakeholder communication in initiating a rebrand.
  • Understand the process behind a rebrand.