After we’ve created and optimised your brand online the next step will be to develop the brand.

What it is

When developing your brand we find out what direction you wish your brand to go. We will then create strategies that allow us to develop your brand in the desired direction. In this process we introduce brand loyalty, Brand loyalty is the grade of attachment between the customer and the brand. Attracting new customers is always harder than to hold on to existing customers. This is because of costs of marketing and promotion. New customers must attract new customers which lowers the net margin.

To effectively develop your brand we work with your management, pr and marketing teams. We use the data we receive from your websites(s), social media and other online media we would have developed and communicate with your respective teams. This will help your to ascertain the effectiveness of your marketing campaigns. With knowledge of your upcoming marketing campaigns or contract negotiations we will optimise your online brand so that it effectively reflects your marketing campaign or the image you require for contract or endorsement negotiations.

We will also develop a clear protocol on how the brand should be developed. We create targets that we will meet with regards to key points like website visitors, advertising revenue, website members, website conversion rate etc. We produce reports sent out to you at regular intervals e.g. weekly showing you the state of your brand. Reports include website visitors by country, time, browser, operating system, time spent, pages visited, social networking friends, comments etc.

Why it’s important

It is important to develop you brand because a stagnant brand will quickly be overtaken by competitors. This is because in today’s market it is very easy to copy a product or service. Even in the world of sports new superstars are born each season therefore a stagnant sporting brand will quickly lose favour with commercial sponsors and eventually experience diminishing returns from image rights and salary payments from clubs.

Brand development is also important because stronger brands are better able to override temporary problems that could destroy or damage weaker brands. It is therefore in the best interest of any brand to achieve the highest possible brand value and strength at any given time. Brand development also refers to the way in which a brand reacts to changing markets or circumstances. For example a footballer who is nearing the end of his career, his brand will have to adapt or die. This is because as he loses his ability to play football if he does not adapt either to business, pundit, management etc his career and brand will essentially die. It is our job to ensure brand continuity to ensure that the online brand will continue to grow with external changes for example recession.

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