Tag: digital-marketing

Brand, Marketing

Reignite your brand’s potential

by Emma PotterLeave a Comment on Reignite your brand’s potential
Reignite your brand’s potential

Growing a business is no small feat, and I understand the challenges that come with it—whether it’s defining your brand, standing out in a crowded market, or building trust with your audience. I work with MDs, CEOs and founders of scale-ups, and SMEs to create brand strategies that truly connect. Together, we’ll align your brand with your market and audience, strengthen relationships within your team and with key partners, and develop practical solutions that drive real results. It’s all about creating authentic connections that boost productivity, profitability, and your business’s future potential.

As a seasoned brand strategist, I specialise in empowering businesses to unlock their full potential by crafting a compelling and distinct brand. By addressing common challenges like unclear messaging, inconsistent communication, and market saturation, I help brands achieve clarity, consistency, and differentiation. Whether you’re seeking to redefine your value proposition, create a cohesive strategy across all platforms, or refresh an outdated identity, I provide actionable solutions tailored to your goals.

Clear brand identity

  • Challenge: Difficulty in defining a brand’s value proposition and communicating it effectively
  • Solution: Develop a comprehensive brand playbook, focusing on core values, purpose, messaging, and creative assets to resonate with the target audience and establish market differentiation

Consistent Messaging and Brand Experience

  • Challenge: Inconsistent communications across online and offline channels, causing customer distrust and disengagement
  • Solution: Implement a cohesive brand strategy that ensures uniformity across all marketing and communication touchpoints, on and offline

Create Market Differentiation

  • Challenge: Struggling to stand out in a crowded and competitive market
  • Solution: Identify unique selling points (USPs) and develop a brand narrative that highlights differentiation while appealing to the target customer

Reignite your brand’s potential

  • Challenge: An outdated brand that no longer aligns with current goals or market demands
  • Solution: Guide your business through a rebranding and repositioning process to align your identity, messaging, and services with company values and target audience expectations

What does a Discovery Session look like?

To give you some insight into what it would look like to work together, following initial conversations and an agreed brief, our journey would begin with an immersive, hands-on one-day workshop designed to set the foundation for your brand’s future. This session brings together you and your senior stakeholders—and any key decision-makers you’d like involved—to ensure alignment from the start.

During this collaborative session, we’ll dive deep into your vision for the business, uncovering what makes your brand truly unique. Using a carefully crafted framework, we’ll extract your “brand DNA,” the essence that defines who you are and what you stand for.

I’ll guide you through a proven methodology to define your brand in detail. Together, we’ll explore:

  • Your brand purpose, values, and mission
  • Your tone of voice and overall brand essence
  • Gain clear understanding of your products and services
  • Uncover a detailed profile of your ideal customer—who they are, what they need, and how your brand connects with them

The discovery session is designed to be insightful, actionable, and empowering. By the end of the day, we’ll have laid the groundwork for a strategy that aligns your brand with your business goals and resonates with your audience.

Tackle challenges head-on

By addressing your challenges head-on, we will empower your business to craft a brand strategy that is deeply aligned with your market and resonates with your target audience. This strategic approach enhances market positioning, fosters stronger relationships both internally—with senior stakeholders and teams—and externally with suppliers, partners, and sponsors. The result? Actionable solutions that inspire authentic connections, fuel productivity, and drive sustainable profitability.

Together, we can reignite your brand’s potential and position it for continued growth in a competitive marketplace.

Let’s work together

With over 20 years of experience working with innovative and disruptive-tech businesses across a variety of sectors—from HRtech and digital to customer experience and interior design—I bring a blend of commercial acumen and creative thinking to everything I do. I’m a strategic yet hands-on leader with a passion for collaboration and an action-oriented mindset that delivers real results.

My approach is human to human, balancing the analytical left brain (facts, figures, and data) with the intuitive creativity of the right brain (emotion, imagination, and storytelling)—because I believe the magic happens when you combine these two key ingredients.

I’m especially passionate about growth, coaching, and the power of applied behavioural colour psychology. Get in touch to create something exceptional together!

Header photo by Eva Bronzini – Pexels.

Marketing

Tackling the hard stuff

by Emma PotterLeave a Comment on Tackling the hard stuff
Tackling the hard stuff

On Thurs 26th September, I attended the inaugural event conceptualised and hosted by two senior board-level global marketers in B2B tech, SaaS, and cyber and data security, Amanda Coles and Sarah Moss. Having decades of experience between them, they deeply understand the challenges marketers face every day, and they launched the Sphere Network to bring together a community of great people to build meaningful connections, whilst empowering tech marketers to thrive. Think of the Sphere Network as your ‘little black book’ for all things B2B tech marketing.

Lighting a fire to drive discussion

The event titled ‘Tackling the hard stuff’ was hosted at the OXO2 on a particularly sunny day in London along the South Bank, one of my favourite spots near Waterloo and the River Thames. Panel sessions on the day covered a range of topics including – ‘The value of community: A CISO’s Perspective’, ‘Aligning Marketing with Business Objectives’, ‘Maximising Lead Generation through Data Insight’ to ‘Content creation and the best ways to maximise impact’, ‘Demystifying channel marketing and how to “partner” within your organisation’, and ‘Data driven decision making: Navigating the sales and marketing partnership for success’.

From the morning kick-off and welcome to the evening networking drinks, panellists and speakers generously shared their knowledge and insights gleaned from specialist areas in the cyber security industry. With so many voices and opinions in the room, the discussion was lively, diverse and informative. Two of the biggest questions raised on the day were “In 2025, how to we continue to do more with less? How do we create cut through?” Here’s some of my key take aways.

Top ten insights captured on the day

  • Vanity Metrics – Don’t’ focus on vanity metrics, it’s essential to find out what matters to the board and work that backwards, focus on what’s important to the business. Agree what good, bad and ugly looks like and focus on outcomes, see the big picture
  • Sales and marketing – Working in silos doesn’t work, sales and marketing need to work together, potentially reporting into the same individual (CRO), and ensure both parties agree and align on shared goals, and focus on shared metrics
  • Attribution – Attribution remains an ongoing challenge but do ensure you’re tracking and measuring success where possible, whilst also remembering not everything can be measured 
  • Creative and brand – Be bold, be creative, desire to stand out and to establish your brand from the competition. To really engage your audience, you need to take them on a journey, tell an emotive story that’s connects your brand, plus develop creative that resonates as this will drive a response  
  • Data – Use data and evidence to support and inform decision making, particularly post campaign data, so you’re not leaving any value on the table, this will help to identify trends and what’s fuelling your pipeline 
  • Questions – Always ask questions, understand what’s keeping people your customers up at night, get feedback and listen to what’s being said, gather this feedback and use it to inform your content, then distribute on the appropriate channels, on and offline 
  • Content – Remember that content is ever evolving, AI is good to a point to create and curate content, but it must be layered with human input. Use content at the appropriate point in the sales funnel to speed up conversations and create flow to deliver results. Go broad, go narrow, and align with business goals 
  • Authenticity – Your customers will see through you if you’re not being authentic, have a clear and distinctive tone of voice, always think about the purpose of our content, know your desired outputs too, share value and speak directly to your customer, your audience – do what’s right for them 
  • Scale – Things that work on a small scale are not always repeatable on a large scale, be agile, plan and test accordingly
  • Results – Think about what your results really mean, and always apply context. Remember, there are no silver bullets, every business is unique and requires a personalised approach to deliver your desired outcome

There were of course many other points shared throughout the day but it’s impossible to capture them all here. What is clear, is that it’s essential to manage expectations, to set them early, to communicate them clearly, and to get up front agreement. Also, it’s important to remember that marketing is a revenue generating part of a business, and when sales and marketing have each-others backs trusted relationships with good communications are created, and better results are achieved. I’m also a big fan of meeting in person where possible, so do make time for IRL communications, being face to face – human to human, as this creates stronger bonds and enables more fluid and open discussions.

Discover more about the Sphere Network

One of my clients, disruptive-tech PR agency C8 Consulting sponsored ‘Tacking the hard stuff’ and having attended on the day I’ve personally joined the Sphere Network. Given the level of energy in the room and the desire for a community of specialists get together to ‘tackle the hard stuff’, it certainly feels like the ‘Sphere Network – The Trusted Cyber and Data Security Marketing Network’, will be going from strength to strength over the coming months and years. As we head into 2025 – connect, validate, inspire, deliver.

Header photo on Pexels by Kim Stiver.