DON’T LET OTHERS WRITE YOUR BRAND’S STORY // AND MARKETING IN COVID-19

WITH ANES AL RAYES | BEATTIE+DANE

I still remember the first time I visited the office of Beattie+Dane requesting a metting with Anes and his partner Farah. I remember we took a good couple of hours of me going on and on about what I would like to acheive in my small business and how I want to grow my brand. I left their office so full of energy and a need to go do more research and an understanding of what I need to focus on. Anes and Farah helpedme out so much even though they new I would not be able to hire them, nor was I ready for the jump they could make me take if they were my consultants. Anes shared so many insights during our live chat, here is the summary of that amazing interview.

ON BRANDING

Branding is the image that a company builds for itself, the identity that is projects wherever and whenever it is in contact with customers or consumers and its target clients and in all platforms of media and exposure.

Determining the Brand and Identity of a company is not the challenging part, maintaining consistency is.

The founder/owner of a company is able to identify the brand identity of the product or service that he is offering, but in most cases, focusing on developing that identity needs consultations with professional in the branding industry.

In many cases, the product or service offered is so successful on its own that a brand identity is not essential for its successful exposure.

ON CREATING CONTENT

The content you create should be a reflection of the brand’s identity and personality, this is what drives consistency and an appropriate reaction and adaptation to events around you.

Try not to be boring!  Understand the platform you are using, Facebook  attracts different users than Instagram or twitter.

You do not need to be present on all platforms  if it does not serve your brand and its exposure and it is better practice to be consistent in your identity and message in one platform than be all over the place in all platforms.

Be respectful of who is going to be exposed to your content as much as you are respectful of your brand’s identity.

Develop a monthly content plan, It should include 70-80% of your content and be flexible enough to quickly respond to the situations around you.

Responding and adapting your content to current situations and events and occasions, should be consistent with the brand identity and its values and messages.

Understand that you cannot have two objectives in one campaign, focus on one objective so you can measure the success and efficiency of your content and campaign.

Adaptation and consistency go hand in hand with time, you need to stay consistent but still adapt to the change in your customers in each generation.

TIPS FOR STARTUPS AND SMALL BUSINESSES THAT DO NOT HAVE THE BUDGET TO HIRE AN AGENCY YET

You can create your own campaigns, and to make them most efficient you need to:

1. Know the message you are putting out.

2. Know what your objective is from this campaign.

3. Know your target audience and customers well.

4. Get help from friends and family that are talented

in photography, copywriting, editing, styling etc..

5. Try to focus on one platform and maintain consistency.

6. Pick your platform(s) carefully.

YOUR BRAND AND ITS IDENTITY DURING COVID-19

It’s okay for you not to promote or do anything to market your products or services or to expose your brand during uncertain and unparalleled times as the ones we are going through worldwide.

Consumers behavior has changed and they are now more concerned with different priorities.

Use this time to engage with the community and be a catalyst of good, if your brand identity allows you to engage in solving a problem during those challenging times, then focus  on doing so.

In difficult times, be the one that strives to make human’s lives easier.

Send a motivational message that is a reflection of your band’s identity.

When it comes to seasons such as Ramadhan and Eid, this year will be different. Be observant and prepare yourself for change.

Summer in Kuwait is going to be spent differently this year, take this an opportunity for new markets to emerge and move differently.

HOW CAN THE BUSINESS OWNER INITIATE A SUCCESSFUL BRANDING AND IDENTITY PROCESS?

1. He needs to have a clear vision on what message he wants to send to his customers by providing the service or product he intends to present.  The real reasons and clear direction and his true believes in what his product or service will offer, and what gap he is filling or problem he is solving. 

2. Who are his target customers? Where are they?

3. Who are his competitors? What are they doing right and what should he avoid. 

From there, you start developing the band’s personality.

Anes Al-Rayes is one of the most awarded creatives in the region. He cofounded Beattie+Dane which has created some of the most recognized brands and work.

To get in touch with their creative agency, you can go to their website: http://www.beattieanddane.com/

They are located on the second floor of  Noor Alsalhiya Building, Qibla, Kuwait.

or pop them an Email: hello@beattieanddane.com