Insider's Tip of the Week: Virginia Boggie
Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.
This week’s tip comes to us from Virginia Boggie, Partner and Director of Client Services at Suburbia Advertising:
Has Your Centre Put its Stake in the Ground?
A well-crafted brand strategy is one of the most important business decisions retailers face – and yet often fail to address. Every shopping centre needs to differentiate itself from its competitors if they want to gain greater market share. If you don’t claim your territory and stand for something that is relevant to your target, you can bet your competitors will.
Developing a distinct brand strategy or will help you express the type of shopping centre you are, serve as a blueprint for building your brand over time, and help provide consistency over every communication channel you use. Once you define who you are, stick with it! Unlike advertising, which can launch a new campaign every year or two, your brand strategy should endure. The only reason to depart from this is if you have a solid underlying reason to do so. For example, your property has just gone through a redevelopment and has radically changed its store mix.
Committing to a brand strategy is liberating. You will wake up each day with a clear focus and the confidence to allocate your resources in the right places to support your objectives.
Want to know more?
You can reach Virginia by phone at 604-943-6414 or by email. You can also visit Suburbia Advertising online at www.SuburbiaAdvertising.com.
