The Big 3 is a David Reid Group blog series designed to give you insight into the big issues in branding, marketing and selling. We break each topic down into three straight-forward points, so you can get the picture and get on with your day.
At DRG we have spent years learning with our clients what will transform their business’. We’ve seen every combination of branding, marketing and selling, and what we know is that all three are vital to success. We unite these elements in an approach we call ‘Bounty’. Let’s look at each area of this Big 3 and how they are interconnected.
So many business people, even marketing people, don’t understand branding. The result is not just misdirected and wasted marketing dollars but a failure to capture the market opportunity you see.
Branding is about getting your story clear so that it resonates with the customers you need to successfully grow your business. A clear brand story needs to be informed by what your clients think, what your competitors say and do, your view of your own story and how well you deliver on that story. Get your branding right and your marketing will attract the kind of customers your business needs. Don’t address it or do it poorly, and those customers won’t find you; even if they do, they won’t see the value you offer them.
Marketing is the most commonly used and understood of this Big 3 but it’s just the middle of the journey.
With your story clear, you can now carefully think through the best way to attract your target clients. You will need help from many quarters. With so many marketing initiatives to choose from, you need to understand what will work best for your target clients; this requires strategic marketing expertise. Next, you need to know how to implement, and implement well; this requires technical marketing and project management expertise. Finally, you need to choose the combination of options that will give you the best return given your budget. This requires commercial common sense grounded in the reality of your business.
Sales expertise is so often addressed separately from branding and marketing and definitely ignored by advertising and marketing agencies. It is the final and most important aspect of our Bounty approach.
With a good story and effective marketing, the right kind of customers start to contact you. It is crucial you convert those customers into closed sales. Though the concepts of good selling are relatively easy to understand, they are much harder to master; just ask any good sales manager. Good selling can take your business a long way and it directly impacts your profit margin and the return on investment you make in branding and marketing.
Laid out in this way it is easy to see how branding, marketing and selling build on each other, yet DRG is unique in offering this united approach to success. The Big 3 will continue next time with an in-depth look at branding.