Can a brand drive business performance? Can a brand drive business profit?

https://youtu.be/4Tc6DhV1owQ

#brand #branding #marketing Can a brand drive business performance? Can a brand drive business profit? I look to answer these important questions as you develop your brand strategy as part of your overall marketing plan. I recap on what a brand is and what it does (link below), to give a brand definition, and how a brand can drive business performance and profit, then I go through two case studies of Pepsi and Nike to show how this has been done. This is important input as you develop your brand purpose, brand vision and brand strategy. Branding your business and continued brand building is an ongoing effort as part of your marketing plan, and with an understanding of branding basics and a proven framework to follow to make and manage a brand – anyone can use a brand to drive business profit.

Watch and Enjoy!

Gareth Flood

Key Moments in this Episode

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00:00 Introduction

00:33 Recap: What is a Brand?

00:40 How brands drive business performance

01:13 Two case studies of companies doing it well: Pepsi and Nike

02:25 Pepsi case study

06:52 Nike Case study

10:40 Do I need a brand?

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If you like the content in this video and want to learn more about marketing techniques and tools to grow your business, I ‘ve got a free video for you, just head over to stepstogrowth.com and you can check out that video here: https://marketing.stepstogrowth.com/free-video

What To Watch Next:

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What is a brand? What role does a brand play in business? https://youtu.be/WpHjryYjzdg

ACCESS MY FREE RESOURCES BELOW

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MARKETING ASSESSMENT TEMPLATE If you want to assess your business against the key processes of marketing, to find where you are strong and what you need to fix NOW, get a FREE marketing plan assessment template (PDF), by clicking this link: https://marketing.stepstogrowth.com/marketing-assessment-template

POWER WEB INFLUENCE TEMPLATE How to get more POWER and PRODUCTIVITY in marketing, your career and personal development – The power web or web of influence used to map stakeholders, employees, organizations according to power and trust levels in a matrix. https://marketing.stepstogrowth.com/optin1644925228429

PERCEPTUAL MAP TEMPLATES How to do perceptual mapping in marketing. https://marketing.stepstogrowth.com/free-power-perceptual-mapping-template ========================

PS – Whenever you are ready, here are the best ways I can help you further… 1) Free resources section of our website: https://stepstogrowth.com/resources 2) Join the Marketing Growth Nation Facebook group to join the conversations and learning about Marketing Led Profit Growth: https://www.facebook.com/groups/867169533874436 3) 1-on-1 Marketing Coaching and Consulting: https://marketing.stepstogrowth.com/free-video

ABOUT GARETH FLOOD

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Gareth Flood is a Marketing professional with over twenty years of experience and a principle at Steps to Growth Ltd. Who we are: A team of Marketing professionals who have worked across industries in businesses of all sizes – passionate about helping businesses grow with our proven marketing framework and tools. What we do: Provide easy to implement and cost-effective marketing tools and techniques to take your business to the next level. Pick what you want, when you need it, with additional help always available to you. https://stepstogrowth.com ========================

#branding #brandplan #brandstrategy #marketing #marketingplan

Introduction to Marketing: What is Marketing?

INTRODUCTION TO MARKETING: WHAT IS MARKETING?

 

Welcome! From all of us at Steps to Growth Ltd.,  we are delighted that you have become involved in Marketing.

This article “Introduction to Marketing: What is Marketing”, is the first in  a series of ten articles that give an overview of what Marketing is and the importance of the Marketing Plan to your business.

The aim through these articles, is that at the end, you:

  • Appreciate what Marketing is, the value it can bring and how you can impact your business with the power of Marketing.
  • Feel comfortable talking about Marketing concepts.
  • Know some of the key tools and terms of Marketing.

SO, WHAT IS MARKETING?

Companies often spend much of their time focused on day to day sales activities.  This is great, but can mean opportunities to grow and develop the business longer term are often neglected.

To ensure a business continues to be successful, it is critical to look at the bigger  picture, finding opportunities to improve the customer offer and grow and plan for  the long term.

Some examples of how you can do this are:

  • Gain insight into your target customer and competitors
  • Identify wider market opportunities
  • Generate new prospects or opportunities
  • Monitor and measure business health and progress, and amend your activity in response to your learnings.

Marketing is often associated with  advertising and visual identity. In the digital world, people often talk about “reach”, “clicks”, “likes” etc. But there’s so much more to it than posters, point of sale and your “presence” online….

With a good understanding of what  customers want, delivered in a creative way,  Marketing can help us all focus on what  really matters to customers and as a result  – deliver business growth.

DEFINITION OF MARKETING

A definition from one of the Greats…

 

My simple definition, that has served me well:

Those companies that do this better than the competition – win!

THE VALUE OF MARKETING

Overall the role of Marketing is to:

  1. Understand your customer, including who they are, what they do, and why they do it. This critical starting point is your first step towards becoming a good marketer, as it helps you to make decisions about what to do.
  2. Develop products, services and experiences that meet your customer’s needs, and then promote them so your customers know that they’re available.

  3. Track progress and adjust your offers appropriately, so they continue to deliver what the customer truly wants. Marketing teams are responsible for the Customer Value Proposition (CVP); from insights, to development to delivery and ultimately providing business growth.

MARKETING IS A PROCESS

Many in the Marketing world, academics and agencies love to make things more complex than they actually are…

The reason for this is they then get to charge you money to explain it to you or do the job for you.

Rather than being some mystical, esoteric “thing”, what most people miss is that Marketing is a PROCESS, based around finding customer needs and filling them.

with an easy to implement, step-by-step framework, anyone can cut through the “woolly jargon” to create a quality Marketing plan that delivers business growth.

We hope you have found this short introduction useful. In the next article, we will cover an important element of Marketing: The Power of Brands.

www.stepstogrowth.com