A brand is much more than a slogan or an ad campaign – it is the sum total of how the public perceives your business or organisation. And, much as you might want to control it, at times it has a life of its own.

Your mission should be to shape and evolve your brand by making sure that you have a clear message which is delivered consistently. If you don’t have an overarching vision of what your brand is then you may well be promoting a confusing message.

• The first step is to define why people should choose you over the competition. This is called Brand Strategy.
• The next step is to create a Brand Identity for the business that reflects the organisation that you are aspiring to be.
• Finally, a Brand Guidelines document will help you to ensure that your messaging and visual identity remains consistent.

Marketing is a process by which a product or service is introduced and promoted to potential customers. An integrated marketing strategy should consider and include advertising, public relations, promotions, sales and digital.

At the heart of a successful growth strategy is the ability to drive positive customer action through a targeted marketing campaign. With a strong brand and digital hub in place, your next focus should be on creating an effective digital marketing campaign.

Deciding which digital marketing channel to focus time and budget to is a key decision. Combining inbound and outbound marketing will create a perfectly balanced campaign that increases brand awareness and generates new business enquiries.