In The News

Wed 3 Oct 2018

What Works for Marketing and Branding in 2018?


Public Relations & Media Services
Every great branding and marketing strategy should revolve around defining what it is that differentiates a business and what it has to offer to its customers. What can customers expect from the brand that they cannot expect elsewhere?

So, how do you go about ensuring that you get this right in 2018, and beyond? What works when it comes to developing brand and marketing strategies that enable you to succeed in a crowded market place.

Making the most of research

More than ever, research is at the heart of successful marketing and branding. As respected marketing professional Glenda Wynyard said about her company’s work, “We use research and market intelligence to fuel our insights as the foundation of everything we do.” This is an ethos that companies are adopting, as they invest more of their budget in establishing the current position, both internally and externally. Conducting research enables the bar to be set, before marketing and brand establishment campaigns commence. It also helps to establish the success of campaigns and projects. The importance of well-structured research in marketing should never be underestimated.

A strong relationship between brand strategy and HR

As Forbes recently reported, there can be issues when the branding and corporate culture of a business are not in sync. It’s vital that any business ensures that its employees are on board with its mission and values. It’s aims and focus should be reflected in the KPIs which form the backbone of day to day business activity. If a business communicates the ethos of the brand with its employees, those employees become brand ambassadors.

Shorter timescales and non-linear thinking

One of the biggest changes to be seen in marketing is the reduced timescale for campaigns. This has led to a greater reliance on non-linear thinking. In recent years, marketing professionals have become used to a non-linear approach to marketing, in enveloping customers in a brand on a day-to-day basis as opposed to traditional direct marketing. Now, they have to use the non-linear approach when it comes to the actual process of a campaign. The need for more compact campaigns means that events and milestones often occur out of sequence.

Clearly defined brand architecture

One of the biggest challenges that a business can face is having a clear awareness of its products and services. If this awareness is not present, it’s not possible to effectively market the brand. Building a transparent brand architecture is essential for any business that wants to successfully market its brand in 2018. It enables businesses to cross-promote and to manage customer perception of their brand.

As the digital world continues to expand, so it becomes a crowded market place for businesses. In 2018 and beyond it’s vital for any business to ensure that its marketing and branding strategies are designed to accurately reflect its services, based on in-depth research and communicated to the internal as well as the external audience.


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