Brand Management: The Art and Science
Brand Identity - The Art
Design was never meant to be a simple part of any strategy. It's a complex piece of the puzzle. However, with that being said, good Design isn't technical; it's practical. With practicality comes precision and eventually consistency. Every designer's dream is to be able to build and sustain a brand identity for years. It is a stamp of their quality.
It's like setting the ambiance for a big party. You carefully select a playlist of music that your invited guests can groove to. You want them to feel comfortable, let their hair down, throw their feet up and relax. The best party is the one where you feel like you're in the zone and nothing else matters. It's a stamp of who you are and what will bring your guests back to the next gathering. In fact, if it is done properly, they'll bring others as well!
Good Design takes the persona of a brand into consideration and amplifies the calling within like minded people to draw them closer to your brand. Long story short: it plays the best tunes and makes them feel at home. It's not about being flashier than the next guy, or trying to attract the most attention. Leave that to the guys who want to keep up with the Jones'. This is about getting the right customers and right B2B partners that will boost the value of your brand and set the benchmark high for your competition.
Brand Management - The Science
When you take on the sacred art of advertising, if you forget to plan out your goals and set a particular timeframe to gauge the success rate of your efforts, then you are not engaged in marketing - rather, one can argue that you're just wasting money, because advertising is an art form of a scientific discipline.
Think about it: if there are formulas and analytics for measuring advertisements, then surely you're wasting time and money by ignoring the data. Take this one for example:
Advertising EfficiencyAe = [(Ab/nB)/$avg] > 1
Translation: Advertising Efficiency is equal to [(the advertising budget, divided by the number of buyers of the product), then divided by the average sale of each new buyer.]
It then must be equal to, or greater than 1, in order to achieve efficiency.
That may sound complicated, but if you're not measuring your efforts, you'll never understand your target market. No worries, we'll cover that in more detail in a future post.
Remember that marketing takes a broader approach by analysing your efforts in reaching customers - both old and new. Things like your campaign budget and advertising efficiency are paramount to understanding what your customers want and how you can deliver it to them. It's worth every bit of investment to get the right information and send the right message. Don't be afraid to hire an agency to guide you along the right path.
Apply the disciplines of marketing to your campaign today and stop wasting money with noisy design and unfocused advertising.
Your Friendly Neighborhood Brand Manager,
Owner, Switch Marketing PTY LTD