Modular Branding

sherry | November 03rd, 2009 | No comments

Building a brand on a modest budget  TF_Modular-ArticleIcon_post2

Marketing efforts and budgets are often focused on the production of collateral, as opposed to really understanding how to reach the audience and engage them. When sales targets aren’t met, quick-fix promotions are then used to make up shortfalls. The typical end-of-quarter panic is focused on the cheapest way to promote and achieve sales targets – “Let’s produce a cheap brochure!” – again, focused on collateral, not the audience.

Quite often responses to the ‘eleventh hour panic’ promotion achieve short-term objectives. But it’s just that – short term. The problem has merely been put on hold until next quarter. Unmemorable and unfocused efforts inhibit business momentum.

Of course, there is a better way…

Long term vision with a short term budget

Every interaction holds an opportunity far beyond the sale itself. It’s a chance to build a true connection with your audience, build awareness, increase word-of-mouth, and pave the way for future sales. Brand development seeks to create this business momentum.

The process of first defining your brand and then ensuring that it’s woven into every facet of customer experience can be a complex and costly exercise – but it doesn’t need to be. A modular brand framework can package your offering but be flexible enough to evolve with the business. And when additions are required, new brand modules will click into the existing framework.

Over the past 18 months, we've developed a simple framework for Byres Security’s new brand Tofino – an innovative security product for industrial IT installations.

Over the past 18 months, we've developed a simple framework for Byres Security’s new brand Tofino – an innovative security product for industrial IT installations.

Most businesses don’t require every element in the branding arsenal immediately. Armed with a vision of where an organization is headed, and prioritizing the most important tools, an effective brand can be started with a modest budget and built up over time based on long-term vision.


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