1.
WHAT BRAND COMMUNICATIONS
DO FOR YOUR BUSINESS
BRANDING, DESIGN & MARKETING

2.
BRANDING, DESIGN & MARKETING
SO HERE’S OUR

3.
BRANDING, DESIGN & MARKETING
REINFORCING EXISTING PERCEPTIONS
OF A PRODUCT OR SERVICE -
REALISTIC.
IF CONSUMERS ALREADYTHINKTHATYOUR PRODUCT IS‘STRONG
AND DURABLE’THEN REMINDINGTHEM OFTHIS,THROUGH
COMMUNICATIONS,AND REINFORCINGTHESE EXISTING
PERCEPTIONS OFYOUR PRODUCT IS PERFECTLY REALISTIC.IT’S
ONE OFTHE FUNDAMENTAL ROLES OF COMMUNICATIONS.
>ONE.

4.
BRANDING, DESIGN & MARKETING
CHANGING PERCEPTIONS OF A
PRODUCT OR SERVICE -
REALISTIC.
THERE ARE MANY INSTANCES OF MARKETING COMMUNICATIONS
CHANGING CONSUMERS’PERCEPTIONS OF A PRODUCT,
SOMETIMES DRAMATICALLY.IN EVERY CASETHERE IS A STRONG
PRODUCT ATTHE HEART OFTHE BRAND,AND COMMUNICATIONS
ARE BUILDING FROMTHAT.USING COMMUNICATIONSTO CHANGE
THE WAY PEOPLETHINK ABOUT A PRODUCT CAN BE REALISTIC,
IFTHE PRODUCT ITSELF CAN ALSO SUPPORTTHE CHANGE.
>TWO.

5.
BRANDING, DESIGN & MARKETING
ENCOURAGINGTRIAL OF A PRODUCT -
REALISTIC.
MARKETING COMMUNICATIONS CAN ALWAYS BE USEDTO
ENCOURAGE ATRIAL OF A PRODUCT.THERE ARETWO KEY
CHALLENGES: FINDINGTHE MOST COST EFFECTIVE WAY OF
STIMULATINGTRIAL AND ENSURINGTHATTHETRIAL IS DESIGNED
IN SUCH A WAY ASTO MAXIMISE ADOPTION OFTHE PRODUCT.
>THREE.

6.
BRANDING, DESIGN & MARKETING
OVERCOMING A PRODUCT WEAKNESS -
UNREALISTIC.
SOMEBODY ONCE SAID:“GOOD ADVERTISING WILL MAKE A
BAD PRODUCT FAIL FASTER.”IFYOUR PRODUCT IS WEAK
THEN ADVERTISING WILL MAKEYOU FAIL FASTER,BECAUSE
IT WILL ENCOURAGE MORE PEOPLETOTRYYOUR PRODUCT
AND REALISE HOW BAD IT IS.FURTHERMORE,YOU’LL
DESTROY CONSUMERS’TRUST AND RECOVERINGTHE
SITUATION WILL BECOME DOUBLY DIFFICULT.
>FOUR.

7.
BRANDING, DESIGN & MARKETING
CHANGING CUSTOMER PERCEPTIONS
OF A SERVICE -
UNREALISTIC.
MOST PEOPLETRUSTTHEIR EXPERIENCE.SO IFYOUTELL
ME,THROUGH MARKETING COMMUNICATIONS,THATYOU
HAVE HELPFUL AND FRIENDLY SERVICE BUT MY VISITTO
YOUR RETAIL OUTLET PROVES OTHERWISE,YOUR
COMMUNICATIONS BUDGET HAS BEEN A COMPLETE WASTE.
WORSETHANTHAT,I NOW MISTRUSTYOU AND WILL
QUESTION ANYTHINGYOUTELL ME INTHE FUTURE.
>FIVE.

8.
BRANDING, DESIGN & MARKETING
THE ONLYTIMETHAT MARKETING COMMUNICATIONS
CAN SUCCESSFULLY CHANGE CUSTOMER PERCEPTIONS
OF A SERVICE IS WHEN HISTORICALLYYOU’VE HAD BAD
SERVICE,BUTYOU HAVE GENUINELY IMPROVEDYOUR
SERVICE EXPERIENCE,ANDYOU ARE USING MARKETING
COMMUNICATIONSTO SAY:“HEY,TAKE ANOTHER LOOK
AT US,WE’VE REALLY IMPROVED…”.
>FIVE.

9.
BRANDING, DESIGN & MARKETING
MAKING UP FOR LIMITED
DISTRIBUTION -
REALISTIC (SOMETIMES).
THE ANSWERTOTHIS QUESTION REALLY
DEPENDS ONYOUR PRODUCT AND MARKETPLACE.
IFYOU ARE SELLING A FMCG PRODUCT (FAST-
MOVING-CONSUMER-GOODS)THEN DISTRIBUTION
IS VITAL BECAUSETHESE ARE FREQUENT,
EVERYDAY PURCHASES FOR CONSUMERS.
>SIX.

10.
BRANDING, DESIGN & MARKETING
HOWEVER,IFYOU ARE SELLING HIGHER VALUE
ITEMS WHERETHE PURCHASE IS LESS
FREQUENT AND MORE CONSIDERED (A CAR FOR
EXAMPLE)THEN COMMUNICATIONS CAN PLAY A
ROLE IN MAKING UP FOR LIMITED
DISTRIBUTION.WHEN PEOPLE COME INTOTHE
MARKET FORYOUR PRODUCTTHEY WILL KNOW
WHERETO FINDYOU AND BE PREPAREDTO
TRAVELTOYOUR RETAIL OUTLET.
>SIX.

11.
BRANDING, DESIGN & MARKETING
JUSTIFYING AN UNCOMPETITIVE PRICE -
BOTH REALISTIC AND UNREALISTIC.
THIS IS A BIT OF ATRICK QUESTION.IF CONSUMERS BELIEVE
YOUR PRICE IS UNCOMPETITIVETHEN INTHE SHORT-TERMTHERE
IS LITTLETHAT MARKETING COMMUNICATIONS CAN DOTO HELP.
>SEVEN.

12.
BRANDING, DESIGN & MARKETING
HOWEVER,YOU CAN USE MARKETING
COMMUNICATIONSTO COMMUNICATE
BENEFITS AND VALUE (TO BUILDTHE
BRAND!) SOTHAT INTHE LONGER-TERM
CONSUMERS NO LONGER SEETHE PRICE
AS UNCOMPETITIVE.THIS ISTHE
FINANCIAL VALUE OF BRANDS.
>SEVEN.

13.
BRANDING, DESIGN & MARKETING
Our Top Tip:

14.
BRANDING, DESIGN & MARKETING
THERE ARE BRAND CONSULTANTS WHO
SPECIALISE IN BRANDING STRATEGIES AND
POSITIONING WHO CAN GUIDEYOUTHROUGH
THE WHOLE PROCESS AND ADD A FRESH
PERSPECTIVETOTHE PROJECT.
>TOPTIP.

15.
BRANDING, DESIGN & MARKETING
email: hello@darwinbrandconsultants.com
www.darwinbrandconsultants.com