[Creative Business Exchange] Branding, beyond the logo

The Creative Business Exchange formed part of Decorex Cape Town on Friday, 24 April at the CTICC. Van der Mescht gave attendees a practical overview on effective marketing and promotion of a creative business.

© Robert Churchill – 123RF.com

In her first session of the day, Van der Mescht stated that the real reason that we were there built on the concept of building a brand, as explained in an earlier session of the day, regardless of where it is placed in the consumer's mind. Van der Mescht says to always aim for the top spot in their minds - we tend to think of the 'must do' tasks each day, like answering emails and phone calls, but shouldn't forget the importance of effective planning. It's crucial to building a strong brand, as we get so bogged down by the bigger ticket items and distractions that it's easy to let smaller tasks fall to the wayside - to your detriment, as they then never get done.

But there's a simple mind shift that'll make it easier to get it all done.

The ABCs of accountability

"Let accountability be the word you write down today, as it's the one that will allow you to do instead of dream," recommends Van der Mescht. Understand the milestones along the way and how to establish goals and get them down on to paper. This is important because creatives tend to have lots of ideas floating around but struggle to actually pin them down and get them done. Scribbling them down will help you in building your strategy. Once you've got your ideas together, group them and tick off the little tasks, as each one is a step towards the bigger picture.

The fact is, we don't have big chunks of time to get things done. It's a scarce commodity, so we need to plan properly - that way, you're able to chip away at your task list in the few moments you have off. In knowing what the small tasks are, you can action them when you actually have a moment to do so as your goals are clear.

The relevance of relevant goals

If you feel your competitors are breathing down your neck or encroaching on your space, the last thing you want to be doing is dashing off in multiple directions. One way around this is to make sure what you do is relevant. Be clear on what you don't have. And set yourself a set deadline. Without one, it's so easy to get distracted by others things, procrastinate and leave it for tomorrow. Remember that you have to be accountable and meet the deadlines you've set yourself.

If you're struggling to be motivated, go back to the drawing board and see what you did, how you did it and what spurred you on. This makes it easier to identify what exactly is missing in the goals you're just not meeting.

Setting the social media standard

Often, people think of social media as a separate section to get taken care of when everything else in the business is sorted. Van der Mescht warns that it must be integrated in the rest of your marketing mix so that there is a consistent message.

No need to panic and sign up for a presence across all platform either. If we see a company last tweeted in 2012 we assume they have gone out of business. If you won't be able to comfortably post regular updates on each social media platform you're considering, rather don't go there.

It's important to remember that you don't need to sign up for every single social media platform.

#cbedecorex

- Nadia vd Mescht (@NadiavdMescht) April 24, 2015

It's easy to get so immersed in your brand that you don't accurately see how your customers experience it. To prevent falling into this trap, Van der Mescht says you need to understand the identity of your product, service or business. In your clients' minds, you need to let your service be their first choice.

To do so, think of what you want your business to stand for. This goes beyond what we see on paper or in digital to how we feel when walking into the shop and making our purchase. All the little things add up to create an overall brand experience.

It's a good idea to think about all the places your brand is being seen - on business cards, your Instagram profile, your website, email signature and more, and make sure it's properly branded, so there is a sense of uniformity across all platforms. You might think it makes perfect sense to do so, but so many of us forget to. Before you latch on to all sorts of creative ideas, take a step back and design uniformity around the brand, as well as simplicity. More isn't necessarily better - rather make sure there is an anchor point or umbrella that fits over everything your brand does; one concept your clients can associate with your brand.

Van der Mescht says people also forget about longevity and look at trendy aspects instead, forgetting that trends change rapidly. Also, while your business is top of mind for you and is always in your priorities, it's not necessarily so for anyone else. Aim to be seen as a quality offering, as that will ensure your longevity much more than merely staying on top of the latest trends will - especially if you completely change your branding to match them.

Another great eye-opener is to take off your brand blinkers - actively look at your competition. Not is a scary way that you feel intimidated, but rather to understand that your offering has value and how best to communicate what you do that your competitors don't. Look to the advantages of what you do and focus on those, in a way that proves you add value to your clients' lives.

In closing, Van der Mescht said to remember that branding is an investment. While that doesn't mean you have to repeatedly spend to get your message out there, remember that "cheap is cheap". Make it count. Don't just settle for what you think you should have, go all out to ensure customers see your brand in the same light as you intended.