Build your business with smart brand communications

Marketing isn’t just about campaigns or social posts. It’s how a business shows who it is, what it stands for, and why customers should choose it.

Understand the market

Studies show only a small fraction of buyers are actively looking, and many already know which brand they will pick. That’s why brand salience, or being top of mind, is crucial. It makes being seen and remembered essential. Marketing isn’t just a cost. It’s an investment in visibility, recognition, and trust.

Spend smarter

Marketing budgets need focus. One way is to reinvest 10 to 15% of projected profit. Another is to match or beat what competitors spend.

Marketing often happens in ways that are not immediately obvious. Activities such as events, networking, LinkedIn posts, speaking engagements, thought leadership, and recruitment all influence how the brand is perceived. Planning for all of it helps the brand grow consistently.

The Planet Marketing Framework

Blue Moon advocates a Planet Marketing Framework. This best-practice approach is designed to help businesses get marketing right.

It starts with Planet Diagnosis. This is all about understanding the market, knowing what customers need, and segmenting the audience. Without this first step, businesses risk solving the wrong problems or targeting the wrong people.

Next is Planet Strategy. This is where businesses decide who to focus on, what they want customers to think, and how the brand should be remembered. Distinctive brand codes, like logos, colours, straplines, mascots, or sounds help make the brand recognisable. Clear objectives show what the business wants customers to do.

Finally, Planet Execution puts the strategy into action with the 4 Ps: Price, Product, Place, and Promotion. Most businesses start here first, jumping straight to campaigns or pricing, but Planet Marketing shows that strategy first and execution second leads to better results.

Make marketing work

Follow the Planet framework, and marketing becomes a powerful tool. Research shapes strategy. Strategy guides focus. Brand codes make the business memorable. Objectives show the next steps for customers. Execution delivers results. When done right, marketing helps a business get noticed, earn trust, and be chosen repeatedly.

Contact Michael.