Every organisation is a brand, which has a meaning for its customers. Trust lies at the core of every brand regardless of the audience they are seeking. Creating brand values and translating them into messages that resonate with the target audience is paramount to the success of every business. It sets the tone for the expected behaviours and helps attract an audience to an organisation who are willing to engage, purchase and remain a customer. Conversely, if a brand’s behaviour is incongruent with its values severe damage is done. This is increasingly likely given the rise in cyber crime which often shines a light on poor investment in infrastructure or a muddled approach to crisis management.
I have been the custodian of some of the world’s leading brands, which have been in business for nearly two hundred years. In that time I have gained skills that enable marketing messages to speak to existing audiences, driving increased new sales and higher customer retention and satisfaction rates. For other organisations, I have identified the need to widen the definition of their brand to appeal to its true, and much larger, audience. Managing a brand requires sensitivity, time, patience and great insight. I can see the DNA of a brand and develop a brand marketing programme that translates your brand into increased revenue. I am also experienced in crisis management, remaining focused, calm and authoritative until the crisis has been managed successfully.