Today we continue our examination of the role a company’s image plays and how to determine a brand’s message in the development of their marketing campaigns. To market a product or a company effectively, management teams must have a concept of how to promote and position themselves to stand apart from the competition. In his book, Brand Against the Machine, Morgan (2012) postulates that the number one asset any organization or individual has is their unique personality and their attitude. This is what makes them stand apart from the others. A successful image of a company, therefore, can increase the value of that business dramatically. When it comes to creating a corporate image or creating an organizational attitude, perception is one of the most significant components to consider. For instance, one way a company can create an attitude is by conveying that their brand is not merely a campaign that makes promises, but that their actions and behavior convey a commitment to keep those promises (Morgan, 2012). Business leaders that comprehend this concept are ahead of the game when it comes to creating value. In short, their attitude can also bring them added value.
In her webinar, Marketing What Matters, the second strategic practice Dr. Meggin McIntosh (2015) revealed in her webinar is the importance of determining a brand’s message. One method marketing managers use to make this determination is by engaging in strategies that can help them enter the conversations that are already taking place in the minds of their best consumers. This means that leaders must identify what they are offering and communicate that message simply and clearly. If consumers are confused, they will not be motivated to try out that brand.
Marketing managers must also do their best to determine what the brand benefits are, versus what their features are. For example, a business that offers a specific product like an electronic tablet, would need to find out, (a) which consumers would want to use their product, (b) why a consumer would be interested in spending time using their brand, and (c) how the consumer’s life will change or be different after their experience with that brand’s product.
Finally, in determining a brand’s message Dr. McIntosh purports that the firm must be consistent in how they present their image and products. In other words, they must not only be consistent in delivering the same message through their logo, and the methods they deliver their transmissions, they must also display an appropriate level of professionalism, convey that they care about what they are promoting and selling, and that they are in alignment with their mission statement by keeping their promises.
Well, that’s a wrap for this time. Next week we will focus on the last three strategic practices Dr. McIntosh uses to help leaders develop tactical and straightforward methods to communicate messages about who their brand is, what they do and why they matter. Until then … stay organized!
“If you put yourself in a situation of unpredictability and then find that it’s completely possible to accept it, then you become an observer.” – David Tudor
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Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.
Morgan, J. (2012). Brand against the machine: How to build your brand, cut through the marketing noise, and stand out from the competition. Hoboken, NJ: John Wiley & Sons, Inc.