The 14 Ps of Mixed Media Marketing – Part 2

Personality
This is part of a review of your company, brand and website. Some of the things that you will need to look at to evaluate your company’s personality are:

• What impressions and feelings does the market have towards your brand? (primary marketing research will tell you this)
• What are the characteristics, qualities and values of your brand and company?
• How are these communicated to the market?

Analysing and developing the personality of your company, brand and website is important in controlling and understanding your marketing mix. You will learn what people think about your company and industry with the goal of developing these ideas into more desirable perceptions of your brand.

It does not make sense to introduce a marketing plan of any type without an understanding of what the market thinks about your brand. With this information, you can focus your strategy on what your company needs to work on, what your market wants and the type of brand personality your market wants to buy from. This is especially important if you are selling online and rely on an ecommerce store.