brand

How to Build Your Small Business Brand

How to Build Your Small Business Brand

Every business should aspire to build a brand for itself, no matter how small. A business without a brand is like a person without a name – they lack identity. Having a brand makes you stand out from competitors, tells people about you, and encourages customer loyalty. It’s therefore essential that you build and maintain a strong brand for your business. What is a brand? A brand is the public face of a business – both in the sense that it gives the business a distinguishing identity (through a name or logo) and in that it symbolises the reputation a business has in minds of the public. Brands are dependent on three main factors: expectation, emotion and reliability. Firstly, expectation is where the customer expects a certain kind/quality of product/service from the business. Building up h... »

What Will the Marketing Department of the Future Look Like?

What Will the Marketing Department of the Future Look Like?

The digital world we live in today and the ongoing development of technologies has seen the roles and skills required in marketing departments change dramatically in recent years. In many cases, organisations have been slow to react to these changes and have stuck with a traditional structure for their marketing departments. Increasingly, smart businesses are recognising how being flexible and agile is the key to remaining competitive in fast-paced markets, and I believe we will see companies adopt a similar approach when it comes to their marketing departments. Focus on your business’ brand: The key thing all companies should focus on is the strategy of their brand. In most contemporary marketing departments brand managers have to invest too much time in operational or tactical issues, an... »