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Getting To Know More About...Laura Pegg

In this episode Marc Lucas speaks to Laura Pegg who runs We Are Circle which is a Yorkshire based Marketing Consultancy.

Laura has a wealth of experience working with businesses and organisations helping them become more visible and more profitable.

Are you quieter in the summer months?

Summer tends to be really, really busy. What happens is a lot of people want to gear up their businesses ready for September. Generally everyone goes on holiday through the summer so it is the perfect time to work on their marketing strategies. This year has been a little different with Covid making things a little sluggish but in general we are nice and steady at the moment.

What is your opinion on business owners having a personal brand?

I would say most businesses would benefit from the leaders of their organisations developing their own personal brand. Being really visible promoting their values and what they stand for as leaders of those businesses. You only have to look at companies like Apple and Virgin, for example, and think about the people who head up the most senior positions in this companies. They have developed amazing personal brands allowing people to be drawn in by their stories. We know what they stand for and how that aligns to the organisation.

If you are a business owner that runs an organisation and the main focus is the products and services then a personal brand may not be the most important aspect of your role. However if your business is centred around services, like accountancy for example, then a personal brand is definitely going to be a big benefit. Connecting with people is going to be very important to start the sales process so the personal brand will be an important factor when people begin to engage with them.

What is the difference between a marketing strategy and a brand strategy?

The simplest way to think about it is marketing is really every element of your business. So essentially a marketing strategy and brand strategy are very much the same thing. Marketing is all about how you communicate with all your customers, identifying who your customers are and where you’re going to generate revenue. It’s brand based it is about how you are going to grow and how you are going to keep your existing customers. It also deals with the marketing tactics for example making sure your website is functioning properly as a promotional tool and also making sure your PR strategy is on brand and giving off the right perceptions about your business. A brand strategy could be seen as a subsection of an overall marketing strategy.

Brand is all about trying to understand your ideal customer and the perceptions they have currently and the ones that you would like them to have. The reasons they may object to using you and the reason why they would use you. So brand strategy is all about perception and how you want people to feel so that they choose you. Whereas marketing captures every element of not just marketing, but business and how you will become a success.

What is a brand transformation?

Brand transformation is a big part of what I do as a business. When an organisation usually has had an element of success over a number of years where they have developed a brand from the initial stages and seen a certain amount of growth then that is where we would usually be able to step in and help.
Brand is like an egg you have the exterior that people see for example their logo, imagery, colours and messages. Then inside the perceptions that you want to create so the values that you want to actually get out there.

So a brand transformation is when we are taking a brand from A, where it is now to B. This is usually around changing the perceptions and comes from either a revenue growth or an achievement that the business has set out to aim for. It is all about understanding where they are now, what the current perceptions are and where the brand needs to be. Then changing all the elements of the visual and written identity so that the ideal customer understand this difference and wants to choose them time and time again.

Who is a your ideal client?

I work with a lot of professional services, estate agents, accountancy firms and membership organisations they are the key areas that I primarily focus on. My ideal clients are business owners with a high desire to grow their business. They would typically not have any high level in-house marketing support although sometimes they will have lower level execs. They will be established and have achieved a certain amount of success and are ready to take their business to the next level. They are often those who have high growth aspirations but don’t quite have the in-house knowledge or expertise to be able to get there.

You can find out more about Laura and We Are Circle

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