Brand Strategy, Brand
Sodablue Marketing | Melbourne
CREATING A BRAND FROM SCRATCH

Creating a great brand is not an easy task. A brand is more than a logo or a hashtag it is who your organisation is and what it stands for. Discover the foundational elements to creating a great brand before you brief a designer.

CREATING A BRAND FROM SCRATCH
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CUSTOMER PROFILE: RUBY. SHE STILL SLEEPS WITH HER TEDDY.

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CUSTOMER PROFILE: RUBY. SHE STILL SLEEPS WITH HER TEDDY.

A customer profile is a description of your target audience. It igoes beyond basic demographics ie. gender, age, location. It unpacks the customer on a deeper level so that people in the organisation think about this profile when they are creating products or services for them. A customer profile should have; a name (ie. John), a typical quote that they would say, list of the current books they are reading, or shows they are watching, or where they last took a holiday and for how long. A strong customer profile is intimate, and understands the customer holistically.

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I PROMISE TO.....

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I PROMISE TO.....

To craft a brand promise it is best that it is simple and easy for employees to remember so they can use it as a north star in their everyday work. It is always good to get representatives from all parts of the business to come together through a workshop and agree on a statement that the company can deliver together. Once it has been drafted and refined by the marketing and communications team, it is important to inform and empower employees with the new focus on delivery.

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KNOWING YOUR DIFFERENCE

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KNOWING YOUR DIFFERENCE

What is a brands point of difference?

The solution you provide to your customers problem, that is different or unique to direct or indirect competitors solutions or approach in the marketplace. 

It is a unique experience that helps the target audience tell apart but ultimately select your brand over another. 

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TOP 3 KEYS FOR MAPPING OUT YOUR BRAND STRATEGY

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TOP 3 KEYS FOR MAPPING OUT YOUR BRAND STRATEGY

This year Sodablog is going through the key critical steps to prepare for a brand refresh before you brief your designer. Our last blog looked at Step 1. Identifying the signs and to start planning. This post, we are going to look at Step 2. which is mapping out the basic strategy for your brand.

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THE SIGNS IT'S TIME TO REFRESH

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THE SIGNS IT'S TIME TO REFRESH

Brand Refreshes are a hot topic for businesses at the moment! We have just seen another major Australian brand - AGL refresh, not to mention many real estate agencies including; Barry Plant, Nelson Alexander and Ray White to name a few.

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LEAVES ARE CHANGING COLOUR, DOES YOUR BRAND NEED TO CHANGE COLOUR TOO?

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LEAVES ARE CHANGING COLOUR, DOES YOUR BRAND NEED TO CHANGE COLOUR TOO?

Refreshing your brand is an important part of the brand life cycle, just like the life cycle of a leaf. When a brand is visually refreshed, there is a process that businesses needs to embrace before going to a designer, to reap the full benefits of a refresh. Otherwise you can be simply conducting a costly window dressing exercise as your potential customer will soon realise that their expectations aren’t being met and or nothing else has changed, and therefor you then won’t benefit from either a repeat purchase or a referral – which is the end game. Right?

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5 TIPS FOR YOUR MARKETING IN 2017!

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5 TIPS FOR YOUR MARKETING IN 2017!

Being a freelance marketing consultant people often ask me what are your top marketing tips? As we enter this new year, I thought I’d share my 2017 marketing tips for organisations and individuals approaching marketing tasks in 2017.

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3 POINTS TO SCORE POINTS | Guest Post by Terry Montebello,

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3 POINTS TO SCORE POINTS | Guest Post by Terry Montebello,

First, point 1, lets deal with the old cliche, the customer is always right.  This is not quite true.  But, it does not do you any good to tell the customer that he or she is not right.  It is best to make the customer feel like they are right even when they are wrong.  But because you have a relationship with them, make sure that you give them the advice that they need in addition to the advice that they want.  Let me tell you a story.  Once, a customer came to me, and when I say a customer, in

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WHEN YOU'RE NOT IN THE ROOM

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WHEN YOU'RE NOT IN THE ROOM

Have you ever stopped to think about what people say about your organisation, when you are not in the room?

It is an interesting thought and a question that taps straight into the strength of your brand. A positive reputation for a brand is crucial for success. Referring back to our last blog post ‘Beauty and the brand,’ this reputation maybe reflective of the inside of your brand (purpose, values, personality & promise) or outside of your brand (positioning, visual & messaging) and