Every business wants to been seen as an innovation leader. Or it seems so anyway. As driving digitalisation, or some other buzz word. This trend is increasingly creeping over into branding and marketing, present in positioning, advertising, and slapped over every channel.
And while we’re on the topic, no, not every company is a tech company. Some companies use technology, others make it.
But as marketers, we must to make sure that we’re building our branding positions and communications strategies on solid rock. Too often branding stories are based on how we want to be perceived. Rather than acknowledging the reality of what we do and how our businesses actually make money. More over, in the race to innovation, we should stop to consider what traits our clients (and target clients) actually want from us.
Know where you are, and where you want to go
Branding and brand campaigns move us from one space to another. If you’re a paper and pulp company, you’re a paper and pulp company. You might have ambitions to provide a wave of fee products, but it is going to be built on your core offering.
Let your proof points lead your branding
If your business units can’t come up with the goods that showcase your innovation, don’t put it on your adverts or in your messaging.
Spot when you’re actually innovating
According to McKinsey, “Innovation is the systematic practice of developing and marketing breakthrough products and services for adoption by customers.” Figure out what true innovation looks like in your business, and what it’s not.
See where marketing and branding can lead the way
Maybe there’s a bolder approach you’re able to take to start driving innovation from the marketing team. Innovation often stems from customer needs, and marketers should be driving the business closer to customers. You might find some great innovation opportunities within your own shop.
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