1. Businesses don’t understand and leverage the true value of their brand
All too often I am surprised to discover hidden gems of amazing brand stories within organisations. Stories that the businesses overlook, take for granted and lose sight of due to being too close to their business which impedes their ability to be objective. They miss an opportunity to be inspired by the true authenticity of their brand.
Often the brand has never been defined, resulting in inconsistent activity and ineffective messaging.
SOLUTION: Align the team and create a culturally supported brand vision.
This can and should result in a significant forward progression throughout a business, not just in marketing but all departments from finance to operations to HR.
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Case Studies
Catapult Wealth
Leading Adelaide Financial Planner, Tony Catt, was ready to build a new financial planning business built on transparency and a return to traditional values, with a non-commission based approach. He had an office, a team and a plan but needed a brand. With a strong reputation in the industry, Tony was likely to benefit from the loyalty of some clients who would follow him. However enticing prospective clients from often globally trusted brands, to move to a new start up, presented some challenges.
Liebherr Australia
Liebherr Group is a world leading manufacturer of construction and mining machinery but is also an acknowledged supplier of technically innovative user-orientated products and services in numerous other fields. Their Australian head office was looking for a new marketing partner, with fresh ideas to develop a new national corporate profile and reinvigorate their tired newsletter. Working with an international brand, the brand guidelines needed to be adhered to while also providing a new look and feel.
Hattam McCarthy Reeves
Hattam McCarthy Reeves (HMcR) is an accounting and business advisory firm located in Parkside, South Australia. With three Directors at the helm and a team of almost 20 people, HMcR was struggling to maintain a consistent and strategic approach to marketing and building their brand.
JNS Constructions
Jason Van Noordennen moved to South Australia from the Mornington Peninsula in Victoria with his family in 2007. He also moved his home building business JNS Constructions. After some success in building clients in a new market, Jason was referred to Pitstop Marketing to assist with developing a stronger presence in South Australia.