You don’t need us to tell you that the marketing industry is a crowded place. To make a mark it’s imperative to have a strong, highly visible brand. Otherwise, clients will have a hard job finding your business and identifying with your service offer.

When building your brand you will face many challenges. Steering you ahead should be a game plan together with benchmarks for judging how effectively you are dealing with each challenge along the way.

Think of your brand as a valuable asset that needs careful nurturing and protecting. In many ways, it’s like a baby and needs support as it grows. When you have your eye on delivering short-term financial results and measuring it can be easy to forget about building a robust brand. 

The nub of a successfully driven brand is a clear and achievable vision that sets out to:

• Differentiate your company from the rest
• Attract the interest of potential clients
• Motivate and unify your employees through a common goal

To be effective this compelling vision needs to reach into every program, creating clearly defined organisational objectives, brand personality and set of core values. Its long-term success is also staked on the commitment of employees, therefore encouraging people to care about your company vision is essential.

Create a culture of thriving innovation

The only catalyst to growth is an innovative breakthrough that rocks the boat and is watertight to stop competitors from jumping on board.  But brilliant ideas are nothing without the culture within your company to foster them and bring them quickly to fruition.  If your agency doesn’t have the resources to capitalise on new ideas, it should plug the gap as this the common thread for any successful company.

Customers set the rules

Your audience won’t buy into your vision unless it taps into what they are doing in their own world and services the desires what they want to achieve. Therefore you should shift emphasis away from developing marketing communications strategies that start from the perspective of your brand and instead from the media habits of your consumers. Creating truly integrated marketing communications is no longer possible due to the differing dynamics at play in each medium, whether it’s mobile and social media or exhibitions and advertising. So a more targeted approach is called for that takes into account the formulae for success from each medium.