My Back To Business Strategy

By Mike Land, Creative Director/Owner of Nickel Design a company which offers icreative solutions to help you stand out from the crowd with design which is authentic, modern, inspiring and engaging. Using his knowledge and experience gathered from over 25 years in the design industry, Mike and his team of trusted manufacturers, distributors and suppliers can manage your project from concept to delivery.

Summarise how Covid-19 has affected you? 

After making the huge decision to leave my full-time position at the beginning of this year, when my only concern was Brexit? I stood tall and looked to my business referral group at Businesswise, their support and help with promotion in Wiltshire.

Only to be confined to working at home with a lockdown!  It wasn’t going to be too much of a restriction in terms of working. As a designer, I only need my computer, my design software and internet access. I must admit the swing from face-to-face meetings to Zoom calls was a change for me, but now I’ve got the hang of it, it’s a lot easier than fighting the town traffic.

Weekly calls with Businesswise has been great at keeping the moralel high, as well as networking, picking up some amazing PR opportunities and of course a lovely change of scenery.

I have spent the time focussing on my social media. Grabbing an opportunity of some Linkedin and Facebook training, which I highly recommend. And with some great results.

Some of my clients have reduced their marketing spend, whilst others have used the downtime to get all of those little jobs done. Updating labels and packaging, redesigning marketing materials and rebranding in some cases.

What has been your plan to continue?  

Just more of the same at the moment. Keep pushing the social media, keep looking out for those PR opportunities (tip: find a great PR person), join like-minded business owners for cross selling and support. I was invited to brand strategy podcast on Linkedin and will be appearing as a guest speaker on a masterclass course in July. Fabulous awareness potential!

I am asking for reviews and making sure they are visible. Updating my social media message across all platforms, and using my time to finish off and focus on my business plan.

My marketing message has a tone of its own, and that has been applied to proposals, advertising and finally a website!

Friends, colleagues and networking members have dropped my name into conversations and social posts, which has helped me win a couple of projects that I wouldn’t have seen IF we weren’t all glued to social media as we are at the moment. I feel very proud of what I have achieved during this lockdown and can’t wait to see these projects come to life.

How has business changed for you over the last few months? 

It has been a very interesting time, especially how some people, colleagues and companies have reacted to the lockdown and each other. I have found support and friendship in people I wasn't expecting and enjoyed some lovely calls and video chats with them.

I hope that these friendships will continue long after this period and I will certainly review what I consider my essentials, my strong business connections and my network.

As lockdown eases what measures have you put in place to get back to business? 

Armed with a strong marketing plan, some fun ideas and hopefully a completed website. I will look to reconnect with those businesses that have reduced their marketing spend, build strong relationships with my new network, supporting as many members as I can.

Shout loud and proud about all of the great work that has been happening behind closed doors at Nickel Design. Say yes, to those opportunities to stand in front of a camera and participate in more videos and podcasts, and even take to the stage in front of a group for a brand strategy seminar? Watch this space!  

What has been the most challenging aspect of all of this? 

For me - nothing. It’s all about opportunities.

What has been the most positive aspect?

Confidence to get out there and talk about myself, what I do and what I can offer with my team. Also I've really enjoyed running virtual fitness classes from my back garden! 

Has it made you consider how you feel about other businesses/suppliers/customers/clients for good or otherwise? Ie will you make different choices? 

Yes it has. Mainly support. I know that for a lot of us, we have a fair amount to deal with at home, with home schooling, change of working environment and the equipment needed and getting connected. But, I have been surprised in the lack of communication from certain friends...and buoyed up by the support of others. 

How important is this phrase to you – ‘buy local, supply local’? 

I have found that local suppliers have gone out of their way to help and support my business… I say suppliers, I could easily say the same about the whole of my network group as well as my friends at BusinessWise.

They have earnt a great reputation with good service, so it deserves the praise it receives. Iwould always recommend the services of my trusted network, some of which I have known for over 15 years.

What are your top tips at this time?  

1. Evaluate what think is important.

2. Act on the advice given and be brave, now could be the time to make changes. 

3. Speculate to accumulate. It’s still great tip!

Do you have a particular service, product or special offer you'd like to flag up?

I have been supporting a few local communities, groups and business start-ups, during lockdown. I've focussed and would like to focus on brand strategy as I believe it's so important. 

What is brand strategy? It’s more than just a logo. It’s who you are and what you stand for, it’s the essence of what you represent. It needs to stand out, but not stick out and it needs to be assertive, but not aggressive.

It’s your reputation and has to be just right. A strong brand strategy connects you to your customers, helps you stand out from your competition and promotes loyalty.

Why does it  matter? A brand that goes to market without a brand strategy is like a book without a cover – or any blurb. Why? Because you haven’t given your customers a reason to choose you! You could be overlooked or hidden amongst your competition. Your brand will distinguish you, your brand or company; shape your visual identity, define your message and give structure to your communications.

Your parting thought? 

Hold on in there. It may seem bleak; business isn’t growing as it should, restrictions are stopping you from working or you feel it’s time to get out of your industry? Get some advice, talk to your friends, listen to your network.

It might be the push you need, to change your career, to re-align your business or work on your marketing strategy for the coming months.

For more information visit https://nickeldesign.co.uk