Do you truly know how your customers perceive your brand? When running a business, it can be all too easy to get caught up in day-to-day operations and to lose sight of what your customer is thinking. Unfortunately, if you’re not actively working to shape and communicate your brand position, the customer will simply make his or her own decision as to what you stand for. If your brand positioning is not clear, your business will suffer from some or all of the following issues. You try to sell to everyone, and end up attracting no one in particular Customers don’t understand the problem you’re solving or the want you are meeting Unique features of your product or service will not be realised or understood Benefits you offer in comparison to other competitors will not stand out Reasons to believe in your brand are not crystal clear As an example, a crack garden landscaping team may do a great job on the ground, but their website and marketing material undersells their particular … [Read more...]
Is your brand positioning clear enough?
Do you truly know how your customers perceive your brand? When running a business, it can be all too easy to get caught up in day-to-day operations and to lose sight of what your customer is thinking. Unfortunately, if you’re not actively working to shape and communicate your brand position, the customer will simply make his or her own decision as to what you stand for. If your brand positioning is not clear, your business will suffer from some or all of the following issues. You try to sell to everyone, and end up attracting no one in particular Customers don’t understand the problem you’re solving or the want you are meeting Unique features of your product or service will not be realised or understood Benefits you offer in comparison to other competitors will not stand out Reasons to believe in your brand are not crystal clear As an example, a crack garden landscaping team may do a great job on the ground, but their website and marketing material undersells their particular … [Read more...]
Is your Sales Report doing the job it’s meant to?
Sales, sales and yet more sales……….PLEASE A simple innocuous request a month ago to a client of ours got me thinking! I had simply asked that at our next monthly meeting if they could give me a “Sales report” for the previous month. I did not think any more about it. When we came to that point in the meeting the following month, the report was produced!! Lo & behold I was presented with a list of all the beers that they had sold the previous month, a long list of different beers, in cask, keg, can etc. To them, sales simply meant the beer that they sold. To me it meant the outlet –Pub, Bar, retail etc. I believe this is a crucial tipping point for a brewery or any other business, when sales becomes about the outlets buying product or service and not simply about the amount you have sold! Knowing who bought and, equally importantly, why they bought can provide insights you can replicate elsewhere. For your Sales to fly, they have to be driven by metrics and … [Read more...]
5 essential ways to scale a creative services business
Growth is often cited as one of the most important targets for a business to achieve. At its simplest level in the creative sector, it can come from adding team members to meet increased demand. However, growth without improved scale can also result in a greater level of frustrations for an entrepreneur. So how can a creative services business find smart ways to scale when a large portion of the cost is allocated to the delivery team’s efforts? And what are the first steps if you want to move your business from simply growing to scaling exponentially. Clearly Define Your Business Activities Too often in creative service businesses, the principles and teams will want to steer clear of defining and systemising their strategies and tactical approaches. It feels like it runs counter to the flow of creativity and can be seen as a way of cramping ideas and new thinking. However, if everyone has a different interpretation as to how things are done in the … [Read more...]
5 essential ways to scale a creative services business
Growth is often cited as one of the most important targets for a business to achieve. At its simplest level in the creative sector, it can come from adding team members to meet increased demand. However, growth without improved scale can also result in a greater level of frustrations for an entrepreneur. So how can a creative services business find smart ways to scale when a large portion of the cost is allocated to the delivery team’s efforts? And what are the first steps if you want to move your business from simply growing to scaling exponentially. Clearly Define Your Business Activities Too often in creative service businesses, the principles and teams will want to steer clear of defining and systemising their strategies and tactical approaches. It feels like it runs counter to the flow of creativity and can be seen as a way of cramping ideas and new thinking. However, if everyone has a different interpretation as to how things are done in the … [Read more...]
5 essential ways to scale a creative services business
Growth is often cited as one of the most important targets for a business to achieve. At its simplest level in the creative sector, it can come from adding team members to meet increased demand. However, growth without improved scale can also result in a greater level of frustrations for an entrepreneur. So how can a creative services business find smart ways to scale when a large portion of the cost is allocated to the delivery team’s efforts? And what are the first steps if you want to move your business from simply growing to scaling exponentially. Clearly Define Your Business Activities Too often in creative service businesses, the principles and teams will want to steer clear of defining and systemising their strategies and tactical approaches. It feels like it runs counter to the flow of creativity and can be seen as a way of cramping ideas and new thinking. However, if everyone has a different interpretation as to how things are done in the … [Read more...]
How can Design Thinking accelerate your business growth?
If you are a fan of design, I’m sure you’ll be looking forward to London Design Week, which is taking place across the city later in September. Our capital now seems to be crammed with creative companies and has developed an international reputation as an innovative hub in technology, food and fashion. However, not every business is graced with an in-house team of highly-charged creatives. When that’s the case, is there something we can take from seasoned design professionals that could invest some of that creative juice and energy into even the most basic product or service? With this in mind, let me introduce you to the concept of Design Thinking. This is a process that I’ve learnt from the Design and Technology industries that I believe can benefit every commercial enterprise regardless of its size or sector. So what do I mean by Design Thinking? In a nutshell, Design Thinking takes processes that designers and artists typically use to develop and … [Read more...]
5 Essential Sales Processes To Boost Your Business
Many small businesses fail to prosper because they don’t invest in developing repeatable processes and planning to help grow their sales. To follow are some essential sales activities to develop and repeat if you want to drive your business growth. 1- Develop a sales plan First and foremost, you need to answer the key sales questions regarding your business in a sales plan. What do you want to sell in the next 12 months How will that be split by month or quarter and over what distribution? What are the products or services that you anticipate selling? Who is going to be responsible for what in the sales plan? Then the softer more difficult issues Why will customers want to buy from you? How will you sell your product or service? Where and when will customers become aware of you? Where and when will they buy? And finally how much is it anticipated this will all cost? Once you’ve answered all of the … [Read more...]
3 Powerful Marketing Measurements That Drive Business Success
According to Gordon Bethune, the CEO who took Continental Airlines ‘from worst to first’, it’s impossible to achieve success in business if you don’t measure your performance. His mantra, “What gets measured, gets managed” is now regularly pronounced by consultants and the C-Suite alike when growth ambitions are on the agenda. However, measuring performance is not likely to give us the results we are seeking if we don’t first consider the more important question : ‘What do we measure?’ Up until relatively recently, I would have put ‘Customer Engagement’ at the top of my own list of essential Marketing Measurements. However, my thinking completely changed after reading about Professor Byron Sharp’s book ‘How Brands Grow’. This book is an absolute game changer as it uses hard data to smash many of the myths modern marketers hold dear to. He takes a rapier to the idea that we need to implement Loyalty Programs and go all out to win engagement … [Read more...]
What brand experience lessons can the Wimbledon Championships serve to small businesses?
In the tennis world, the Wimbledon Championships is widely acknowledged as being the most prestigious event in its field. With ‘favourite tournament’ plaudits from players such as Roger Federer and Martina Navratilova and hundreds of millions tuning in to watch each June, it’s a stand-out global sports event. But how did the Wimbledon brand acquire this special place in the hearts and minds of players and fans? And what lessons can Wimbledon teach us when it comes to building our own small business brand experience? Play To Your Advantage When compared to the other Grand Slam tournaments such as the US, French and Australian Opens, Wimbledon has carved out a unique position for itself. For example, it’s the only tournament that is still played on grass at this level. Around the courts edge, you’ll notice a visible absence of sponsor advertising. Its royal patronage and strict adherence to a ‘whites only’ player dress code also combine to create a event … [Read more...]
