The 14 Dimensions of Successful Brands!
Marketing is a necessary, but sometimes misunderstood and complex business discipline. I have dedicated my career to ‘marketing’, this mythical creature which has many facets, is constantly evolving and one which requires a lot of care and attention. During my time working for international brands, coupled with the projects we work on with our clients at ‘Curious’, we have developed a framework which aims to demystify marketing. We call it the 14 dimensions. These are 14 areas of marketing I believe all brands need to understand, embrace and build into their businesses, in order to future proof their organisation and stimulate growth. We use this model to work with organisations of all sizes, translating the discipline of marketing into bite sized, actionable chunks.
I recently had the pleasure of talking about the 14 dimensions during the UK Active; ‘Sweat 2019’ Conference. A gathering of the fitness boutique sector; an exciting, expanding and engaging community!
I have summarised each dimension below. A whistle stop tour of how we make an impact to brands, if you’re interested in discussing this further, or seeing what Curious can do for you, please get in touch.
1. Consumer: Marketing by definition is about understanding the needs and wants of consumers, and creating products and services to fulfil these needs. The first thing we do with our clients is to go through a process of understanding their consumers, their behaviours, motivations and demographics. Marketing communications and product / service development will be ineffective without understanding who we are trying to target.
2. What & Why: We are subscribers to the Simon Sinek’s philosophy of the ‘What’ and the ‘Why’. Too often brands talk about what they do, what they offer, the specifics to their services, the functions of their products. This isn’t what people engage with, this isn’t why people buy your products and services. We work with our clients to get to the essence of their why.
People don’t buy what you do they buy why you do it – Simon Sinek
3. Culture is Key: Having worked for 3 large International brands – Coca-Cola, Walt Disney and Nike, I understand how vital it is to have a strong internal brand. Without which it becomes challenging to create stickiness in your external brand. Culture also assists in giving clarity and direction to employees.
4. What’s your Story? Story telling forms the basis of how we communicate to our audience. As with most stories we have to think about the storyline, the audience, the message and how we are looking to deliver it. We cannot progress to this dimension without understanding and exploring the other 3. As otherwise a story won’t resonate, won’t stick and won’t promote a response or interaction.
5. Metrics: If you read any communications around the ‘ top marketing trends for 2019’ metrics will be found at the top of many articles. Metrics and data help us inform our strategy, monitor it’s performance and help us change course as and when we need to. Getting your organisation ready to embrace data and metrics will be an essential component to business survival!
6. Planning: Once a brand has carved out their mission / vision and is clear about their business objectives, the marketing team need to think about how they can play a part in making the business objectives a reality. Not in isolation of course, we need the entire business to be aligned on the business objectives to create the momentum required to achieve these goals. Marketing will need to document these strategies, tactics and approaches in an appropriate planning document, to ensure the marketing activity is aligned and is set to contribute.
7. UX: (The user experience or user journey). We work hard with our clients on the layers and pathways that stand between a brand and their end user. The communication channels, the content, the processes, systems and infrastructure. Ensuring that the user experience reflects the brand, but also delivers revenue.
8. Content: Content is king! Organic, Curated, User based, it all matters and our consumers want it! Content is consumed when the consumer is ready to consume it. On their own time, on their terms. So it’s important we are serving up relevant content at the most opportune time. It’s not just about style and substance, it’s about narrative, outputs, relationships and timing.
9. Search: The master of prospecting ‘ Google’ demands that brands are well versed in the science of PPC, SEO and all things search related. A marketing discipline that is constantly evolving.
10. Segmentation: The basis of organising our consumers into likeminded segments. This process helps marketers bring a level of focus on the dimensions of certain consumer groups. Understanding and carving up your market will helps brands understand who they are speaking to, when to speak to them, what products/ services they like, why they like them and much more in between. Gen Z has ensured that segmentation has many more facets than it once had, but nevertheless this process of organising your audience is essential!
11. B of Bang: If we are in-tuned with our audience, we understand their needs and wants, then by default this will mean that we more likely to be in a great position to react to changes and trends. ‘B of Bang’ is taken from a track and field analogy whereby runners are encouraged to leave the blocks on the ‘ B’ of the starting gun. Giving them the edge on their competitors. Taking this philosophy in business will ensure you are holding the needs and wants of your consumer at the heart of your offering.
12. Communities: As we move from a push to pull philosophy of marketing it’s essential that we think about the communities we are building. The interactions of our communities with each other and with your organisation. Consumers want to be closer to brands, they want a relationship with the brands and with likeminded consumers. Communities create loyalty, unity and a propensity to encourage other members of their peer group to join. It’s dynamite for brands, but it’s important brands understand that this is a relationship that needs a great deal of care and attention!
13. Bond: Linked to the concept of communities creating a bond with your consumer reinforces the community. Bonds take a long time to create and can be easily broken.
14. Evolve: Charles Darwin dedicated his life to the origin of species, his work can be summarised by this infamous quote:
It’s not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change- Charles Darwin.
We can take a lot of learnings from this quote in a business context. Survival of the Fittest! It’s vital that brands understand that evolution is essential for survival. Remember those mega brands: Nokia, Kodak, Blockbuster…. the list is endless. They lost their focus, they weren’t leaving on the ‘ B of Bang’, they lost sight of the needs and wants of their consumers and they failed to survive. Remembering that ‘Survival of the Fittest’ is essential for future proofing business, will keep a forward momentum to your business. So the key is to be constantly striving to improve and develop, don’t be afraid to evolve – standing still is not an option. (If you’re interested in ecology of business, I have written another article on this topic, please feel free to have a read.)
I hope you found this article of use. We make consulting accessible for business, we work on a hourly, or project specific basis. £900 will buy you 8 hours of support, which can be split across the duration you require. We take the 14 dimensions and create actionable processes for you to drive through you business.