Marketing your brand (how you communicate) reveals your brand purpose, the contribution you’re making and your agenda. Marketing used to be a straight-forward broadcast of features, benefits and solutions with an emotional hook, that was often manipulative. This no longer works, and is rejected by the majority of savvy customers and consumers. In our interconnected world, that has a generous spirit of sharing and collaboration, brands are now involved in ongoing interactions and conversations with customers, suppliers, partners and staff. It’s a dynamic partnership, with unpredictable highs and lows; at every step brands are learning more about the communities they operate in, and how to communicate in an open, curious way to have a better understanding of what their constituents want.
Knowing what your audience is thinking and feeling about your brand is essential to sharing relevant content, to having useful conversations and to co-creating; Brand Illumination’s process for gathering business intelligence is highly regarded because it goes far beyond what is generally revealed in typical ‘research’ or ‘focus group’ scenarios. Our market research is a regular feature for organisations as there are few ways to gain such powerful insights as our strategic, intuitive approach.