Have you got your message right in your brand communications? Mixed messages from sales and marketing teams only add to confusion when a business is trying to get their brand message consistent.
sb:mktg has undertaken a number of brand consultancy projects where they have had to identify, define or refine a brand message and they begin this process by understanding if a business [or brand] is marketing led or sales led.
Denis Baddeley, Founder of sb:mktg commented: “We get right into the engine room of a business or brand – into the sales department, the product development department, marketing and the customer care departments. Is there a consistency or are we getting different messages from each? All too often, regardless of the type of business, we find a gap to be analysed between marketing and sales. The future growth of profitable businesses is invariably fuelled by the success of this department so why is there a stubborn resistance to acknowledge and/or ignorance to the fact that marketing and sales rarely collaborate;
A good example of the value brand positioning and messaging is illustrated by a sb:mktg case study for a ‘fast track’ emerging technology company prior to a high value trade exit. The business had grown quickly and had a sales driven strategy but, marketing had fallen behind in delivering dynamic and compelling marketing collateral, assets and campaigns and had lost it’s way. sb:mktg approached this project as if it were a start up at series ‘A’ funding – is this business/brand fund ready? First, ask questions that may be uncomfortable but will give an intuitive insight and answers. In this case was this business ready to run with the big dogs? sb:mktg identified there were a number of key areas that needed to be addressed: the internal perceived value and understanding of the business’ trajectory was painfully mismatched to the reality, the business was not positioning it’s brand on the world stage and this misperception was damaging motivation, morale and the ability to aggressively take the business into new markets and territories.
sb:mktg re-energised the marketing by developing thought provoking and compelling brand communication concepts that revitalised the brand message allowing the market to recognise innovation and product capability.
sb:mktg developed the strategy to take the business into Formula 1™ as a platform to enable International business development and position the brand among peers. sb:mktg also introduced integrated initiatives that complimented the motor racing brand awareness, hospitality and networking to involve staff, partners, suppliers and resellers. The result was an enhanced marketing role within the business working collaboratively with sales, marketing providing strategic and tactical support for sales and a marketing communications plan that prepared the business and brand for consistent and sustainable future success.
Use the marketing mix to reinforce and reiterate your single brand message, strengthen your brand communications and deliver a message that is consistent with your marketing aims and objectives while building brand equity. In business and branding alike; always start by asking the questions that matter beginning with… Why? Who? Where? When?
SBMKTG has over 25 years experience in provided design, branding, marketing communications, motorsport marketing and sports sponsorship activation for businesses in sectors as diverse as motorsport, automotive, technology and lifestyle.