Marketing Study Lab - Actionable Marketing Knowledge: The Importance of Brand Consistency with Evan Wyk an Entrepreneur and Brand Guardian

Hello, I’m the Lego Master of Marketing!

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together: peter@marketingstudylab.co.uk

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand at marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this.

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity to develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days
Mentoring
Tutoring

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, not only carves out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This changes your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches'.

Happy Marketing
Peter

www.marketingstudylab.co.uk

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly - peter@marketingstudylab.co.uk

Subscribe on your favourite platform with new episodes appearing every TUESDAY:
Spotify
Libsyn Podcast Page
TuneIN
Stitcher
iHeartRadio
Apple Podcasts

The Importance of Brand Consistency with Evan Wyk an Entrepreneur and Brand Guardian - Episode 51

Mar 19, 2019

We covered a topic very briefly on episode 44 with Mr Ryan Holtz, which was CRM (Customer Relationship Management). We skirted over the idea of what this is and why it was important but not the specifics, which is what we’ll be doing later on in this episode.

But first, lets have a chat with Evan Wyk, a Brand Guardian and believe me, after this conversation you’ll really understand what a brand guardian is and should be. Evan has worked within the media sector over the past 20 some years and now helps brands if they are a bit stuck in today’s busy marketing landscape. Evan helps companies draw the attention of those they seek to serve – their idea clients.

Takeaways

- So what is a brand then? Evan explains that a brand is what people say about you when you are not in the room – I don't think he meant bitchin, well Jeff Bezos didn't when he said it anyway. This goes deeper than a name, it is a perception of quality, that spreads further than an organisation can do so itself. People remember what you told them, not what you sold them!

- Consistency of brand is vital, especially on a Global scale. If it isn’t the same your target market will be getting confused with who you are and what you do. The best way to counteract this or control it – a brand bible, a set of guidelines that is the encyclopedia of your brand and who doesn't love a good encyclopedia.

- And finally, a brand is important for the internal company benefits as well as the benefits it brings to an audience. This means it can build confidence, improve quality and increase the expertise by attracting the best candidates. All of which subsequently means a better customer service.

CRM (Customer Relationship Management)

So what is Customer Relationship Management. Simply put, it's a massive diary and address book for organisations. But lets get a bit more technical here. A CRM is an approach that an organisation decides to take in regards to its interactions with potential and current customers, using software to have input, manage and analyse this information.

The idea being, that if all the information about a customer is stored in the same, accessible location and kept up to date, then this will make it easier to serve them and ultimately drive revenue. It also offers the opportunity to chop and manipulate the data to produce analytical reports that help in understanding the make-up of your customer base and any current trends.

Some CRM systems such as Safesforce can now be integrated with other software that allows further admin, marketing, financial and sales functionalities, creating efficiencies with a business and a seamless journey from the customers perspective.

Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Links
Evan Wyk
www.evanwyk.com
Instagram: https://www.instagram.com/evan.wyk/
Facebook: https://www.facebook.com/evanwyk.development
LinkedIn: https://www.linkedin.com/in/evan-wyk/

Books:
Strength Finder 2.0 – Tom Wrath: https://amzn.to/2WBLvF3
We Need to Talk About Kevin - Lionel Shriver: https://amzn.to/2UJawwz

App:
Adobe Spark Post: https://spark.adobe.com/about/post