environmental branding

A Marketing Plan is a Must

By Kaira Rouda|2023-02-07T02:12:40+00:00December 2, 2008|communications startegy, environmental branding, identity, Kathleen Murphy, marketing plan, murphyepson|Comments Off on A Marketing Plan is a Must

A well-created marketing plan can provide you with a road map to build and sustain your brand’s identity. At its most basic level, a marketing plan consists of defining your positioning statement, outlining your advertising and communications strategy, specifying an environmental branding strategy—and creating a budget. If this sounds a bit daunting, you probably need to solicit some help from a marketing expert. But before you make that decision, it can’t hurt to do a little research on your own. Begin by thinking about the companies and brands that naturally attract your attention. Try to identify the common elements in these advertising and communications strategies. In other words, what are the common themes that engage you? You can learn from your competition. Study the messages they’re communicating—and then do it better. Kathleen Murphy is founder and president of MurphyEpson, Inc., a marketing consulting firm in [...]

Your office is where your brand lives.

When determining the creative attributes of your real brand, think color and shape. What speaks to you and your company? Move on to sounds, feel, taste and smell. Imagine these elements and how they bring your brand to life. To accomplish this task, gather magazines and fabrics, and then clip the ones that you find most appealing. And dream. Tracey Ballas, CEO and president of School-Age NOTES in New Albany, Ohio, started her career as an elementary-school teacher, so she understands this process. When she created the work space for her company, she installed four times the number of recommended lights, using traditional lighting to give the office a more home-like feel. The walls are painted a sunny yellow and filled with original artwork created by professional artists and children. Tracey frequently makes lunch for staff meetings and birthdays, and her two dogs come to [...]