How important is branding?

Branding is Critical

Effective Branding with Web Design Sunshine Coast

Branding is critical, but often we view branding solely through the lens of logos or colour schemes or advertising. The way we experience brands is the sum of our feelings, experiences and thoughts about a product or service. Branding at its best is about defining what a business stands for and what sets it apart from the competition, understanding who the business is looking to serve, and designing what the customer experience should be at every touchpoint.

Where should businesses be investing their marketing dollars?

The first key question for any business to answer is: what does your ideal customer look like? It’s likely that you’ll also have different types of ideal customers, with different characteristics. Once you understand what these groupings look like, you can better explore where they’re spending their time, and what types of marketing channels and media they’re engaging with. Are you engaging customers only in Buderim, Sunshine Coast, Australia or world wide?

How important is it for a business to have a social media presence?

Again, it comes back to who you’re looking to attract. If your target audience is spending time on social media, then it’s valuable to be there. It’s worth keeping in mind that different social media platforms have very different types of audiences and engagement. It’s more about having a plan in place to keep up a steady, regular program of content creation or advertising rather than feeling pressure to be madly creating new content every day.

How important is it to know your niche market and tailor your advertising to them accordingly?

To create relevant messages that cut through, it’s important to know what your customers value and how you deliver on the things that matter to them. If you have distinct groups of customers that value quite different things about your brand for different things about your products or services, it creates distinct niches that may be attracted to your brand for different reasons. So, whether you have one or multiple niches, it’s valuable to tailor your message accordingly.

When you experience setbacks in business, how do you regroup and move forward?

After a setback, my first port of call will be to revisit the plan. Is it still fit for purpose, or do we need to pivot due to different market conditions, new information or changes in consumer behaviour? In tough times, it’s critical for me to keep a growth mindset and remember that the path to success is not linear, to show up with consistent optimism for my team, and to focus on the things I can control rather than those I can’t. My most-challenging times have also been the period of greatest career and leadership growth.

Despite tightening our purse strings with the rising cost of living, how important is it to continue your marketing spend?

There are studies that show brands that maintain or even increase their presence during times of economic downturn come out of the other side more strongly than those that pull right back. In the lean times, I’d recommend being very targeted and focused in the areas where your business is getting best bang for buck, doubling down on driving positive word of mouth, both in person and via digital properties such as Facebook and Google reviews.

What is the biggest lesson you have learnt when it comes to marketing?

Our customers live busy, distracted lives. They’re not out there waiting to see our advertising and they’re not likely to be giving it their undivided attention when they do. Keeping things simple, always putting the needs of the customer at the centre of what we do, and making sure what we’re communicating is distinctive and memorable will give us a better shot at getting on their shopping list. 

Phone Neil: 0407 589 420.

Neil Parker


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