HOW TO GUIDES

HOW TO MAKE THE MOST OF OUR HOW TO GUIDES

These guides represent the gathered wisdom of Darwin. They are a little library for you to visit, dip into, trawl through and generally rummage about in for ideas, experiences and solutions to questions you may have … maybe even solutions to problems you don’t even know you have.

We add to the guides regularly, so keep on dropping in, and dropping us a comment or question or two. We’ll be delighted to hear from you.

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WHO REALLY IS YOUR IDEAL CUSTOMER?

We’re not just talking about a broad-brush description of your brand’s target audience, but rather, a rich definition of the perfect individual for your brand.

Because, the more we understand them, their wants, needs and desires, the clearer and more accurate we can make any communication with them.

This simple guide will show you how to find out.

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TOP 5 MISTAKES MADE IN MARKETING

A properly developed marketing campaign can not only connect you with the right prospects, but it gets everyone talking about your company, your product, or your service.

However, marketing mistakes can just as easily cost your business thousands of pounds.

Here is a checklist of the top 5 mistakes commonly made in marketing.

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THE ROLE OF BRAND COMMUNICATIONS IN EVERY BUSINESS

Image and brand awareness are meaningless if they fail to achieve greater turnover.

All communications should sell. And, of course, all communications should build the brand (as should all marketing activity).

In fact, these two roles are complementary.

Communications sell by building the brand (raising awareness and influencing perceptions) as well as through prompting the potential customer to take action.

This guides explains what you should know.

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THE BUSINESS GUIDE TO DEVELOPING A STRONG BRAND IDENTITY

Your brand identity is the representation of your company’s reputation through the conveyance of attributes, values, purpose, strengths, and passions.

Great brands are easy to recognize, their mission is clear, and it fosters that coveted customer loyalty all businesses crave.

A brand is one of the most valuable fixed assets of a business, and it must be carefully crafted to ensure it properly represents the business, and resonates with the intended customer base.

So to develop a strong brand identity, here’s what you need to do.

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DOES YOUR EXISTING BRAND IDENTITY EPITOMISE EVERYTHING YOU STAND FOR?

Does it communicate the desired brand?

Test your brand identity by answering the following questions.

Remember, it’s not your opinion that really matters here.

It’s the opinion of your key stakeholders such as you customers and prospects that is most important.

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A QUICK BUSINESS GUIDE TO MARKETING

Marketing is a multi-faceted exercise, not a single avenue of activity.

It provides a focus for future development and profitability.

In essence, marketing is about setting out goals and commercial aspirations and then devising a prescribed route by which to achieve them.

It is a process of examination, research, planning, implementation and review.

This simple guide will show you how.

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