by Kara Stanford | Jun 11, 2021 | Brand, client relationships, Communications, Personas, Segmentation
A customer persona is a core part of a marketing strategy but why bother creating one and how do you create one that’s actually good? Let’s take a look. A. Why bother with a customer persona? Once you have identified the segments your organisation...
by Kara Stanford | Nov 5, 2020 | Brand, Brand Positioning, Market Positioning, Marketing Planning, Strategy
When strategic marketers talk about, ‘determine your brand positioning’, we mean ascertain the place that you want your “brand” (company) to occupy in people’s minds. It is your responsibility to create that position through a range of brand and...
by Kara Stanford | Apr 28, 2020 | Brand, Brand Positioning, Communications, Growth, Marketing Communications, Marketing Planning, results, Strategy
In this fifth, and final, conversation in the series on how to systematically improve your marketing, we’ll discuss how to improve your branding so it plays a positive role in helping you achieve your market positioning. Conversation 5: Your branding (what does...
by Kara Stanford | Apr 24, 2020 | Brand, competition, Growth, Price, Strategy
You have to ensure that you “position” your products and services correctly in the minds of the people in your market place. Prices are crucial to this perception and your market positioning. Having the right products to solve your customers’ problems is only...
by Kara Stanford | Oct 17, 2018 | Brand, competition, Content Marketing, Loyalty, Marketing Communications, Marketing Leaks, Marketing Planning, marketing resource, Strategy
In my last blog, I explored what customer loyalty really was: A Loyal Customer is a customer who, willingly, stays with, or keeps coming back to your organisation, so that you can keep helping them solve their problems. They are an advocate and tell people, whose...
by Kara Stanford | Aug 30, 2018 | Brand, Growth, Marketing Planning, Price, Pricing, Strategy
When it comes to setting prices, I see SMEs make the same mistakes. So, let’s learn from those pricing mistakes and ensure your company’s prices are set correctly. Mistake 1: Not calculating the true costs of creating and delivering your product or service The...
