Why Rebrand your business and when is the right time to do so?

Why Rebrand your business and when is the right time to do so?

Your brand is the total experiences your customers and potential customers have with your company.

A good brand communicates what your company does and how it does it. A good brand also establishes trust and credibility with your prospects and customers. And because a brand evolves over time, many companies, including some of the most successful ones, rebrand. Why?

We all need to embrace change. It is overall the only constant. Even when your brand is thriving, there is no guarantee that it will still be relevant or on top in a few years. Sometime to maintain the status quo a company simple needs to change or keep up to date.

And to help you to I’ll show you how you could apply this to your company.

 

Step 1

 Determine why rebranding is necessary

Are you trying to appeal to a new set of customers? Has something gone wrong with your company that you are trying to change or move away from? This could be something as simple as losing sales to something a little more extreme like a corporate scandal or bankruptcy. Are you too similar to your competitor’s brands and want to do something to stand out from the crowd?

Have you added a new element to your company or have you moved away from the services that you used to provide? Is your brand merely old fashioned and could do with a little TLC? Once you have figured out which of these is the reason for your rebrand, it will be much easier to come up with a plan to make the changes.

 

Step 2

 Make a Plan

 All things work best if there is a plan involved. All companies work differently, but all successful rebrands should come with a roadmap outlining how best to achieve the goals. It is best if you can create a timeline outlining how best to achieve the goals. It is best if you can create a timeline outlining when you want exceptional milestones accomplished, and include project costs so that you are not left with any nasty suprises.

Rebranding can take the form of a simple tweak, like changing the colour of your logo design, to improving what the company stands for as a whole, so projected costs and timelines can vary significantly country by country.

 Step 3

 Keep it Simple

 One of the worst things that you can do is confuse your customer base, both old and new. People tend to be set in their ways, so if something they are used to suddenly changes in their perception, it can be a confusing time.

Therefore, it is vital that your customers can see and understand what it is that you can now do for them, even if that means reiterating what you have always done.

If you have added services or products into your company, then make sure that this is obvious, while on the other hand if you no longer provide a particular service, then this should also be stated. The ideal situation would be if you could describe your brand to someone in less than 10 seconds.

Communication is vital, therefore if people cannot tell what it exactly is that you can do for them, then they are going to go and look elsewhere –Brand loyalty and promise often is difficult.

Step 4

 Customer Feedback & Research

 One of the worst things that you can do is confuse your customer base, both old and new. People tend to be set in their ways, so if something they are used to suddenly changes in their perception, it can be a confusing time.

Therefore, it is vital that your customers can see and understand what it is that you can now do for them, even if that means reiterating what you have always done.

If you have added services or products into your company, then make sure that this is obvious, while on the other hand if you no longer provide a particular service, then this should also be stated. The ideal situation would be if you could describe your brand to someone in less than 10 seconds.

Communication is vital, therefore if people cannot tell what it exactly is that you can do for them, then they are going to go and look elsewhere –Brand loyalty and promise often is difficult.

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Marketing Strategy Can Grow your Business

How a Marketing Strategy Can Grow your Business

Fergal Maher MBS (Hons) Marketing, Dip in Strategic Marketing, FMIIGrad,

What is Marketing Strategy? 

There are many definitions by countless authors but I like to keep it simple, it is a plan. It is your company’s plan to achieve specific marketing objectives.  Start with your market. What is your market? Where is it located? What is the size of the market? What is the current state of the market?

Where is your company positioned in the market?

Are you a market leader, new entrant, smaller niche player, number 2 or 3?

How aware is the market of your company or brand?

Marketing is all about awareness. How well known is your company\brand? How can you increase awareness of your brand? What do you want them to know and say about your brand?

Develop your company’s brand /USP

There are a number of steps.

1.  Understand

Start with a question. Who is your potential customer? Have you information on these potential customers? What motivates them to buy? Is the market giving them what they need now? Are they looking for something different, faster service, knowledge, experience something you can give. Discuss this with your current customers and your own people internally. You would be surprised what you would learn.

2.  We are the best, leaders because……

As a company what are you excellent at? You know your competition and you can list these easily and what they offer. On a scale of 1-10 how do you compare to the top 5 services you provide. Show where you are better.

3.  Is there a gap? 

You can see what others are not doing so offer your solution. Look ahead see what is coming and what you can offer now over your competition.

4.  Trial and modify 

Don’t be afraid to go into the market and talk to customers. Do simple calls to customers and get the right feedback.

Find out what makes you different and don’t be shy about telling people why you are so good at what you do

Marketing Budget 

How much should it be?

There are no exact rules but you should spend around 5 percent of your total sales revenue on marketing to maintain your current position. If you are trying to grow or increase the market share you should budget a higher percentage—usually around 10%, 15% percent.

5.  Put a Dashboard in place                                                                                                             

Set objectives and dates and display these on a dashboard. Put it in a prominent place. This will give you the focus you require.  Make sure it is easy to update and review. Tie these efforts to your overall marketing objectives.

6.  Monitor and check your progress on your Dashboard                                                                                      

From experience, this should be undertaken weekly with your team. Set corrective action if dates begin to slip.

7.  Be flexible – adapt                                                                                                          

See what is working from your marketing effort and what is not.  If something is not working change it. Sometimes all it needs are small changes to make a difference.

8.  Communicate

Tell people regularly what is working and what is a success. This is a key to keep everything on track, builds confidence and achieves significant momentum. Build-in small rewards to encourage your team and acknowledge achievement.

The 8 steps above are not a full checklist of things to do but it does give you an outline of what is essential. If you follow these steps you will be well on your way.

 

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Steps You Can Take To Communicate With Your Customers 2019

Here are five marketing steps you can take to communicate with your customers and potential customers in 2019 

By Fergal Maher MBS (Hons) Marketing, Dip in Strategic Marketing, FMII Grad

 

Step 1

Understand your customer, potential customer.

Start with research. Use telephone,  field (one to one interviews or customer focus groups). What you are looking for are patterns of customer behaviour. What a customer likes, what they buy. This will help you develop the right message to tell your target audience. Why? These consumer insights are crucial for helping you put together highly targeted marketing messages that your customers can truly relate to, not just now, but for well into the future.

 

Step 2 

Create your Unique Selling Points (USP).

Marketing today is challenging. Consumers are communicated within so many different ways, not just television, radio and print but through text, email, and social media. When consumers are constantly being pitched different products and services you need to be different.  This is called a Unique Selling Proposition (USP)

 

Step 3

Sharpen Your Brand Look and Feel

Traditional marketing is what companies have been using for years, print, radio, TV, cinema, billboards etc.  Today, SMS, blogs, ezines, and websites are used more. The key to the success of building your brand is to have consistent messages across the various media. All too often, businesses try to get too many messages out, sometimes in one communication.  You also need to be consistent. You need to give a clear simple message whether it is a text, email, blog in print or on television.

 

Step 4

Carefully Choose Your Marketing Communications Mix

Select the right media. See what media your customers like and how they buy. For example, younger generations are on social media, phones, and apps. You can use these media as your central starting point.  All industries are different so the marketing approach needs to be different. The skill as a marketer is coming up with the right approach and maximizing the marketing budget.

 

Step 5

Measure your Marketing Communications’ Effectiveness

Once you have decided on your promotional mix for your integrated marketing communications plan, you also need to put in place a means to measure it. Today emails can be measured for effectiveness. You can easily see how good your social media is. As a result, you can quickly see how good your marketing is and if you need to adjust or change it.

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Benefits of Hiring a Marketing Consultant for your Business

Benefits of Hiring a Marketing Consultant for your Business

 

1.  Gives an outside perspective

An outside perspective means looking at the market and not just your current customers. This approach will put your business back in focus. A very good marketing consultant sees things clearly, the big picture, without being affected by the internal issues that very often weigh current people down.

2.  Has a specialist skill set 

 

Marketing consultants always have a general background and knowledge of how to handle a variety of different needs, but most have a specialized skill set to offer. For example, you’ll find consultants who specialize in Marketing Strategy. When you work with a skilled consultant she\he can quickly target a specific area without wasting time, money or resources.

3.  It is a short-term commitment that works

Many Managing Directors or Chief Executives find themselves in a dilemma between hiring a new full-time marketing employee or bringing on a consultant. The biggest benefit of doing the latter is that a consultant is short-term. You can use their services for a period of time — perhaps to help with a seasonal campaign — or for a longer period, 1 to 2 years, to achieve significant growth. This saves money and prevents over-hiring.

4.  It saves time

Hiring a consultant is quick and easy. This allows you to spend less time focusing on logistics and more time taking action. As a result, you can address problems much faster and prevent small issues from becoming massive problems that will eventually require additional resources that you don’t have.

5.  Evades office politics 

Sometimes, when companies are working on a challenging problem or a controversial project, it can be hard to make decisions or take action without becoming emotional. A good Marketing Consultant cuts through this and is totally unbiased. Sometimes there are so many personal factors in play that nothing ever gets done. People are too worried about job security, future positions, relationships and other factors that they become paralyzed. A highly experienced marketing consultant doesn’t have to worry about any of these things and can get to work with minimal interference.

6.  Increases accountability  

It’s easy for business owners and CEOs to lose focus and veer off track. This is typically the result of a lack of accountability. When an individual finds himself/herself in a position of power, accountability dissipates and the ability to act autonomously often clouds judgment and decision making. When a Marketing Consultant is hired, accountability suddenly re-enters the picture. She\he will establish meetings, set goals and provide objectives that have to be satisfied by certain checkpoints. This is good for everyone involved.

 Finding the right fit

At the end of the day, hiring a Marketing Consultant is all about finding the right fit. You need to account for their area of expertise, budget, time frame, and other important aspects like location, current workload and more. One particularly important issue to consider is the fee. Be realistic about how much you can spend but remember you can dig a deeper hole for your company by hiring the wrong person.

Once you determine that you need a Marketing Consultant, immediately focus on details like these. The right fit will make all the difference in the world.

 

 

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5 Steps to Help you Create an Effective Brand for your Business

Here’s 5 Steps that will help you create an effective brand for your business.        

In the countdown to Brexit Irish companies are encouraged to pay close attention to building and strengthening their brand identities in their respective marketplaces. For anyone who finds the concept of ‘building their brand’ a somewhat foreign, or even bewildering, concept I am setting down below five simple steps that will help you create an effective brand for your own business.

Step 1 : Figure out your point(s) of difference.

Ask yourself, what are your unique attributes that set you apart from your competitors and which will attract clients to your offering. Remember, simply being different isn’t enough for a successful positioning strategy. You also need to be attractive and distinctive.

Step 2 : Attract customers

Provide values and attributes that customers genuinely want or need.

This is not always as easy to do as you might think and could involve doing market research backed up with an openness and willingness on your part to change in order to keep on top of a constantly changing market environment.

Step 3 : Make it distinctive

Stand out and reach out. Make sure your customers can receive a special service/ product feature from you that no one else can match.
Clearly tell them what this special service or product feature is and pro-actively provide it to them at each and every opportunity you get.

Step 4 : Decide which customers you serve the best

Provide values and attributes that customers genuinely want or need.
Focus on the market segment you serve best.
Don’t try to please everyone. Great brands carefully concentrate on pleasing some people —  a defined segment of the market — in an extraordinary way because of the unique and meaningful attributes and experiences the brands offers these people.

Step 5 : Find your place in the competitive land

You have to move strategically from the position your brand currently occupies in ‘droppable-customers’ minds to where you want it to be. You also have to ensure that the position you want your brand to hold in the marketplace isn’t already taken by some other brand or company.
Don’t try to slot your brand into a market or mind position already taken by a competitor. If you do this you’ll end up being a ‘me too’ player and this, of course, comes with the danger that it will focus your customers’ attention on your competitor as well

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How Pro SEO Improved our Online Presence

How PRO SEO Improved our Online Presence

At Strategic Ireland, we are highly experienced Marketing Consultants. As a larger scaled company, we knew there was no denying that SEO marketing was necessary for our business success. For our company to run effectively and to become a solid business we knew we needed to improve our Online Presence. We had initially tried to implement SEO in our business ourselves, but this was not successful for us. As a group, we decided to do our Research online and search for the best and the leading SEO company in Ireland. This is when we came across Pro SEO. They were ranked number one in Ireland and were a highly successful company and they were known as the leading Digital Marketing company in Ireland. We knew what we wanted for our company, so we went ahead with SEO with Pro SEO. We knew it would be a viable solution for our business in the long term. We have been working with Pro SEO for a few years now and the results we have achieved have been amazing. In this Blog, I am outlining and explaining how Pro SEO improved our Online Presence.

What is an Online Presence? 

Online Presence simply means the sum of your interactions and actions online that will result in how your existing and potential customers find and evaluate you on the web. This includes social media, websites, and any other pages that come up with your business name while been searched through search engines like Google. No matter what size of a business you have, no matter what goods or services you are selling, having a strong, focused, and a relevant online presence is crucial to the running of your business. Your online presence is your sales driving force. Having Online presence will reinforce your brand and what you offer to your target market. Your online presence has huge potential to retain and attract interested customers and prospects to your online channels. As it doesn’t happen overnight so therefore it is an essential long-term plan.

Having a professional website is important 

Make sure you have a professional website built for your company. No matter what size of a business you have small or big you should always have a website. It should be well designed and highlight your professionalism and quality. This is the first step in launching your online presence. It can be a very basic website and should also be mobile friendly. Many web searchers do their research via their mobile phones rather than a desktop or laptop. A study has shown, as of October 2016, mobile searches surpassed any performance on a desktop and it is still growing.

Search Engine Optimisation is extremely important for your business 

For any Online business, SEO is an essential component for the running of your business. Once you have a website set up this can be implemented into your business. SEO simply means a technique that is performed to help search engines find your website and list it in their organic searches rather than paid results. The goal is to increase traffic to your website which can be achieved once you rank higher in search engine pages. A recent fact, 89% of consumers will use search engines like google to research a service, product, or business before they make any decision. SEO will help create leads to your website, boost your brand, and help you succeed by generating sales and revenue.

You should be active on Social Media 

The use of Social Media plays an important part in your online presence. It helps improve and offers a chance of generating extra revenue and help build the loyalty of customers. It is a highly effective way to improve visibility and help you to reach out to potential new customers. All existing customers and potential new customers can engage a lot easier with you by using social media channels which would play a role in a lot of people’s lives now a day’s. The main social media channels include Facebook, Twitter, Instagram, they serve a great purpose to almost any business. Social media is a great place to advertise your products and services, photos, or answer any questions people may have. The most interesting and engaging information you have, the more followers or likes you will receive.

The results that PRO SEO achieved

For the keyword “Marketing Consultants” in the beginning, we were not ranked in the top 100, we are now ranking number 6 for this keyword on the first page of Google. This is outstanding work to us by www.proseo.ie.We are astonished and grateful for the results we have achieved to get our business going. Pro SEO exceeded our expectations for their dedication, reliability, and professionalism. We would highly recommend them to any other business, family, and friends.
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