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Q: Many businesses, specifically in the UK, have not yet realised that
they have a significant impact on society and their
surrounding environment. We are told that a strong brand
identity should have an inherent bond with everything
an organisation does, so is it true that a brand can
only be as good as the business/product?
A: People want to buy or work for businesses
that are not only good to them but to
society as a whole. The most successful
brands (corporate brands) in the world are
always consistent and reflect the founder’s
brand (personal brand). Richard Branson
breaks conformity and so does Virgin where
for example his foray into cleaner fuels was
promoted by escalating oil prices and
through his ethanol venture he found
alternative fuels could be just as profitable.
Body Shop is also an extension of Anita
Roddick’s environmental attitude and values
and not just with the products but with the
image of the store as well as the outside
façade.
Q: And how does InMyShoe develop
and convey this individual brand in an
effective marketing strategy?
A: For InMyShoe to develop an individual
brand that remains recognisable and
rewarding through a marketing strategy it
needs to communicate in ways that are
clear and co-ordinated and the message,
tones and personality needs to be matched
with a consistent approach.
Q: For those of our readers who have not
previously given their brand identity and
marketing strategy enough attention,
what factors would you advise them to
take into consideration?
A: Develop a unique positioning concept for
your brand so that it has a clear image and
is distinct from you rivals. Communicate
your brand strongly and effectively by
taking advantage of new technology,
marketing segments and concepts. In order
for your brand to be successful the company
must prioritise quality and service and you
need to look at how you and your staff
project and reinforce the brand in order to
maximise your investment. By being honest
about your expectations and your future
plans you will quickly be able to establish
solid ground and credibility.
Q: In today’s technology driven world,
there are a wide range of mediums in
which a brand can be built and
established. Do InMyShoe specialise in
any certain area of brand
communication and do you establish
how to, and where to, build a client’s
brand?
A: Your market research should establish
who and where your customers are.
Different advertising strategies may be
appropriate depending on whether your
target market is consumer, B2B or the public
sector. InMyShoe can help extend your
brand image further into your business, and
be communicated by ways of your
stationary, PR, newsletters, advertising, and
a website. At this level branding is not just
about the brand name and logo – it is
about the sum of the customer experience.
Q: Can you provide examples of how
InMyShoe can help drive a client’s
brand across these mediums?
A: InMyShoe can help you to improve or
retain your competitive position through a
strong brand identity, high level marketing
design and by taking advantage of new
technology. We have designed and
developed the Norwegian-British Chamber
of Commerce website, newsletters and
promos and recently we have also launched
a new E-commerce website selling swimwear
for men; www.bluhe.com. By developing
appropriate marketing materials and a
website will help build awareness of your
brand and customers will remember you
when they are ready to buy. Websites are
strong marketing tools that drive traffic and
bring companies with new customers and a
24 hour shop window at relatively little cost.
Q: How important is market research in
the process of establishing and
effective marketing strategy?
A: Internet is a tool to improve cost and
efficiency and for it to be effective you
need to identify the right market and plan
it with care to ensure it is interesting and
relevant to both potential and existing
customers. Measure the effectiveness
from any marketing campaign you run by
keeping your marketing plan up to date
and add all key results.
Q: An increasing aspect of effective
communications is the use of PR (Public
Relations) as often as possible, as it
costs less than advertising and doesn’t
have the negative connotations which
can be associated with direct
advertising. How can InMyShoe aide a
clients PR strategy?
A: Companies want to promote
themselves in a positive and competitive
light, so it is a good idea to use a PR
strategy. Use both online and offline
channels that are authorities in your
industry. Editorials on media sites, trade
magazines and specialist sites offer great
value where customers are more likely to
trust the endorsement of an editor. Also
function as the spokesman of your own
company as customers feel reassured
when the owner stands up and publicly
represents his or her own business.
Sindy S Birkelid
Director/Consultant |
Editorials
