Page 34 - inst-jan18
P. 34

              Scott’s Corner
Playing Brand Russian Roulette
Andrew Scott, MD of Purplex Marketing, believes many companies are forgetting the two most important marketing principles and are putting their brand in jeopardy
In 2017 the value of Google’s brand rose to $109 billion, while the company continued to use direct
mail to promote its online ad- vertising services, writes An- drew Scott. Amazon’s brand value grew a staggering 53% to $106 billion, while the online retailer became one of the biggest advertisers on tradi- tional TV over Christmas.
In a world where advertisers are competing harder than ever for our attention, the most successful com- panies know that success relies on two core principles - the power of their brand, and their ability to con- nect with customers wherever they are and whatever they are doing.
A recent scientific study showed humans consciously process less than 0.001% of information that our brains receive. Today we are busierthaneverandcontinuously bombarded with information and marketing messages across more channels and devices than ever be- fore. In this multi-channel, data overload world our internal filtering system means we are more likely than ever to trust brands we recog- nise, and more likely to buy when we’re exposed to the same mes- sages across multiple channels.
Never before has it been more important for companies in the glazing industry to focus on their brand and the way they connect
with customers. Some companies have focused solely on ht e short- term gain - such as lead generation - and starved long-term investment in their brand, reputation and cus- tomer engagement strategies.
Building value
Having a strong brand does more than attract customers. It builds in- trinsic value into your business that makes it more desirable. Cus- tomers will spend more with you, employees want to work for you, and potential investors or a buyer will pay more for your business.
The latest Window Industry Re- port from Insight Data showed a stark reality; some companies are going from strength to strength while others are sliding back- wards. The companies winning market share, despite a volatile market, are investing in their brand and connecting with customers across more touch-points than ever before.
There is no free lunch
Thelastfewyearshaveseenmore and more suppliers introduce net- works, dealerships or registered fabricator or installer schemes in a bid to secure customer loyalty and drive product volume.
Beingpartofa‘club’canbring many benefits such as marketing support or free sales leads. But re- lying on a supplier’s own-branded literature, having them build your website or help with your market- ing activity can erode your own brand identity, slowly impacting sales and margins over time and
could actually damage your busi- ness in the long-term.
The problem is one of brand recognition; you don’t see Apple advertising the Intel chips in their Mac computers or Samsung screens on their iPhones. Selling a supplier’s products is one thing, but when a supplier’s brand or their network/scheme detracts from your own di entity it can devalue your entire business.
Given the sheer volume of mar- keting messages bombarding con- sumers every day, it’s easy for your own brand to get lost among all the ‘noise’.
Focus on your brand
and message
Building a strong, recognisable and trusted brand doesn’t happen overnight. It needs to be authentic and it requires long-term commit- ment and investment. Working with a specialist marketing agency such as Purplex can help you build such a brand and grow your business more successfully and profitably thanyoueverthoughtpossible.
Purplex has been working with organisations large and small throughout the UK and Europe, from small local installers to inter- national manufacturers.
We help your business achieve real brand equity and help you connect with customers across all marketing channels and touch- points. i
For more information visit or call 01934 808 132
   34 | Scott’s Corner |The Installer

   32   33   34   35   36