BRAND BUILDING

If you ask me…
Given that in any particular market at any particular time, between 5-10 percent of people are actively buying, surely it makes sense to target the other 90-95 percent?

Short-term lead generation doesn’t create demand, it’s memory generation that leads to long-term growth. This is where brand building comes in. Brand building requires a more emotionally-led approach, creating long-term memories that continue to influence purchasing decisions when ‘out of market ‘customers become ‘in’ market customers.

The brand that is remembered most is that brand that is bought the most. To reach ‘front of mind’ a brand must have a uniquely simple message which is easily remembered and a flexible style that lends itself to continual development in order to remain fresh and relevant.

Forward thinking brands are already moving away from over reliance on lead generation tactics towards a more long-term demand generation strategy. This trend will gather pace over the next 5 years. It’s time to start building.

Have you ever thought?
What you would say if you were asked to write directly to a potential customer and explain why they should buy from you and not one of your rivals?

Until next time…
Phil Westwood
Creative Director, Greensquare