Landscape Management, October 2013
BUSINESS PLANNER 2014 P Î È V È Grow Q WHAT SHOULD BE PART OF MY BRANDING REPOSITORY BY LARA MOFFAT A One of the more frequent questions I hear is What really should be a part of a marketing plan Effective branding and marketing starts with a communications strategy suitable to a companys business model Only after distinguishing a businesss culture clientele and services can a company develop a fitting communications strategy and one including messaging content and platforms traditional or digital Another question I frequently receive is Whats the difference between marketing and branding Marketing is tactical a process identifying target consumers effectively communicating with said audience and initially retaining them Branding is strategic It expresses characteristics values and attributes that create engagement loyalty and referrals I advocate brand marketing focusing on communicating the brand message to drive awareness and encourage engagement So what should be a part of a branding repository A repository is a collection of content including copy verbal and written and imagery Depending on the medium a communication INC INTERNATIONAL ISTOCK ILLUSTRATION LANDSCAPEMANAGEMENT NET OCTOBER 2013 90 may be timeless or have a shelf life Once youve created effective content file it where its easily retrievable Dont be afraid to revisit past campaigns Just because imagery is outdated doesnt mean the message is irrelevant The following are components of a rich branding repository CONSISTENT MESSAGING First define your personality Specify the services you offer the demographic of your target audience what differentiates your company and what matters to you as a professional Being as specific as possible enables you to create messaging that resonates with and engages prospects clients and industry colleagues Remember though people buy a service based on the benefits of the service not because of the service Consistent and clear communications that place the consumers needs first will keep you top of mind and build brand loyalty Complementary collateral Your letterhead business cards proposals and contracts need to be complementary The look and feel of each must have a unified appearance because it reflects the professional nature of your business and in some cases is a deal breaker for whether youre awarded the project Beyond appearance especially in legally binding forms review them for consistent copy Professional promotional materials Invest in quality graphic design and professional printing Just because you know how to use a desktop publishing program doesnt mean you should Your office printer is fine for certain applications but a professional printer is the best option As with complementary collateral professional promotional materials often sway a prospect Interactive website A website is a companys online communications specialist though many sites remain
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