Simplify to Amplify: The Power of Consolidation

I have weathered the challenge of marketing chaos for a longtime and I've seen the mess firsthand of how marketing, advertising, and design can become expensive and ineffective, when companies enter a growth phase without a solid foundation in place. It's like navigating a maze -disastrous if you lose focus, don't know what you are doing and can't find your way out.

More often than not, I inherit the mess - lost passwords, bad work from inexperienced providers, offshore suppliers chasing a quick buck, and AI tools spitting out generic vanilla content.  What's missing is a strategic approach -doing the research to understand the core of the business, its genuine offerings, and its true USPs and uniqueness. If you don't work in this space every day, it's almost impossible to keep up with it all.

In my experience, the logical approach is to step back from the chaos and focus on what really matters - understanding a company's USPs and crafting a practical and achievable marketing strategy around them. This is where the power of consolidated marketing solutions will make all the difference. It doesn't matter how big or small the business is, the key is to know what's available, what will work, what is reliable and how to apply it.Unfortunately, many suppliers will advise you on what they know, not what is best for the business and the brand.

Take Rose Legal, for instance. When Joe Rose approached D+M about refreshing their brand and a consolidated strategy, they were at a critical juncture. Expanding as a company in both Sydney and Melbourne, the challenge was to avoid the fragmented marketing efforts that often accompany rapid growth and the temptation to diversify marketing activity by bringing in multiple suppliers for different channels that promise yet don't deliver.

The solution… is simpler than you might think.

1. One plan, one vision

Develop a unified marketing strategy that aligns and makes sense. In some cases, it may mean creating a new or refreshed brand identity to clearly communicate the brand across all touch points. Many get this wrong, unfortunately, and with so many quick fix apps out there, the short cuts are tempting.

2. Streamline and find reliable suppliers

Rather than the multiple agency juggle, mixed with marketing 'gurus' (usually defined as spiritual teachers), developers, SEO experts, consultants – whatever you want to call them, find a solid partner who has the experience and can handle your marketing holistically. This ensures consistency in messaging and brand voice, crucial for building recognition in new markets and telling a story in your existing one. Some tips here: look for reviews, ask a colleague for a referral, or question the supplier about how your IP is protected. For instance, ask if your data is backed up, where it's stored, and how often it's updated.

3. Ensure an omnichannel approach

Your customers are everywhere. Your marketing should be too, but it needs to be coordinated, consistent and the channels need to be relevant to the audience. You don't need to be on Instagram if your audience isn't there. For Rose Legal, we developed a strategy and blueprint that seamlessly integrated their refreshed branding across physical and digital platforms, including leveraging LinkedIn effectively to showcase their expertise.

4. Leverage technology

While AI and other emerging technologies offer great opportunities, they should enhance and assist your strategy, not complicate it (or write it). Use these tools to streamline processes and gain insights or even brainstorm, but always in service of your overarching marketing goals. And only use the ones you need – don't overdo it.

5. Stay agile and open

A consolidated approach doesn't mean rigidity. It's important to build in flexibility to adapt to market changes and seize new opportunities, but always within the framework of your core strategy. Keep reminding yourself of this strategy and consistently return to it.

The results speak for themselves. As Joe Rose shared in a recent post on LinkedIn, "D+M's expertise in crafting our new look and feel across all touch points has been invaluable in positioning Rose Legal for this exciting new phase." By consolidating their marketing efforts under one strategic umbrella, Rose Legal has set themselves up for success in their expanded markets.

The point to remember is, in the world of marketing and creative design – less really can be more. By simplifying your approach and partnering with the right team, you can amplify your message and accelerate your growth. After all, when you're focused on building your business, the last thing you need is a marketing strategy that feels like constant chaos which eventually lands in the too-hard basket – with too much spend and not much done. 

I'm not here to sell you an eBook or a simple one-size-fits-all solution. Marketing is about a tailored, customised approach– it's never generic. You need to consider available market research or conduct your own and have the marketing experience to make informed recommendations about what's right and what will work. And let's not forget –you need to keep learning. We're in a space of constant change and staying ahead means staying curious and adaptable.

Time to simplify to amplify? Let’s have a chat about how we can partner to create innovative designs and digital strategies that truly work for your business.

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