What we do
About Today is a technology-centred brand consultancy. We fuse proprietary technology with brand consultancy to increase the value of an organisation.
We do this by mapping alternative futures for our clients and building proprietary technology that when combined with a stronger brand position unlocks greater value in an organisation.
Strategy is a word often employed as a catch-all to represent any sort of considered planning, be it in-depth or just a passing thought. Designing and executing a proper strategy is one that takes enormous experience, planning, research and understanding of all the smallest nuances that can shape an organisation’s value proposition.
We address the following critical elements when it comes to our strategic consultations.
BRAND STRENGTH AND STATURE ANALYSIS
PORTFOLIO PLANNING STRUCTURE & ROLES
MESSAGING AUDITS & TESTING
CATEGORY DECODING SYSTEMS
ARCHETYPE DEVELOPMENT -WHAT TYPE OF BRAND ARE YOU?
We’re here to guide you from where you are today, in the present, to where your potential lies in the future. About Today is about tomorrow and your business has enormous potential to shift its market share and value with the right guidance.
Our consulting services can include:
ALTERNATIVE FUTURES MAPPING
FUTURE TREND ANALYSIS
WAR GAME PLANNING
SUBTRACTION INNOVATION DEVELOPMENT
NEW SERVICE DEVELOPMENT
NEW TECHNOLOGY DEVELOPMENT
NEW PRODUCT DEVELOPMENT
DATA AUDIT - RED & BLUE MAPPING
Business development B2B planning
Planning for ongoing new business development is critical for any business, but equally as important is where and how that business development takes place. Identifying your perfect clients and how to engage with them will deliver massive results. How do you “get bought?” If your audience is not on Tik Tok why are you? Let us assist with your business planning exercises.
We will address the following in our business development sessions:
DARK FUNNEL ANALYSIS
B2B SOCIAL STRATEGY
B2B BUYING JOURNEY MAPPING
HOW DO YOU GET YOURSELF BOUGHT STRATEGY
COMMUNICATION POLICY DEVELOPMENT
EXECUTIVE PROFESSIONAL PROFILE DEVELOPMENT
Marketing plan development
Similar to smart business planning, a marketing plan is not simply spraying ill-considered content across every social media outlet. Does it require automation and technology to better understand your sector? How does AI fit into that? How do you manage and maintain your customer / client journeys effectively? You plan for it.
Our marketing plan development includes the following:
CUSTOMER JOURNEY MAPPING
CVP & EVP DEVELOPMENT
CONTENT PLANNING & TOPIC ANALYSIS
This includes the visual elements that make up a brand's visual identity, such as the logo, colour palette, typography, and imagery. It's the "face" of the brand that customers recognise and associate with the company.
This involves defining where a brand stands in relation to its competitors in the hearts and minds of its target audience. It's about identifying the unique value proposition and key differentiators that set the brand apart.
Effective brand messaging communicates the brand's values, mission, and purpose in a clear and compelling way. It may include the brand's tagline, brand story, and the language used to convey its messages.
Brands often take on human-like characteristics to connect with their audience on an emotional level. Defining a brand's personality helps establish a consistent tone and voice for communication.
Bespoke Website Development
Your website is built for your customers and prospects not for you, so your favourite colour doesn’t matter. It should be your most valuable digital asset, flying the flag day and night to those who are seeking your services. Let’s analogise a website to a shopfront. If your shopfront is dirty, with broken windows, bad lighting and a nasty smell, no one would shop there. A website is no different. Delivering a bad user experience turns users off and leads to the age-old complaint; “my website doesn’t work for me, why should I rebuild it?’. The answer to this is as logical as giving the physical shopfront a lick of paint and some air freshener; should someone enter, they’ll shop around longer. It’s not a case of “if you build it, they will come”, a website needs to deliver much more than that. It needs to deliver an excellent user experience.
Then you need to invest the money so people know it exists.
There is not always an off-the-shelf solution available for what a business needs. Some are too big, others don’t offer enough. The Goldilocks solution – one that is specific for your business is one that you commission specifically for your own purposes. You’re creating something that is built-for purpose that delivers a specific value to your organisation, either through automation, or the handling of data. This is also proprietary technology that you can even potentially licence. If it for your client-base, then it is technology that has been created for them, that none of your competion has.
That’s makes you unique. That makes you different.
It is estimated that 1.39 billion smartphones were sold in 2022. Inclusive of all operating systems, the total number of apps in circulation has surpassed 8.5 million. Apps are now a ubiquitous part of our daily lives and are an excellent way to deliver a more personal experience to your customers and prospects. In the age of communication, it is precisely a lack of this that can cause a natural attrition of customers. Apps are a fantastic way to ensure you’re always able to communicate and deliver a far greater experience than your competitors.
Introduce Some Automation
20 years ago, a spreadsheet was considered cutting-edge technology. That is no longer the case, and they can now be more of hinderance to growth than a saviour of time if you’ve introduced dependencies and formulas that cannot be easily understood. Business data creates a better baseline for critical decisions and cloud-based database solutions with efficiencies and automation baked into them are an excellent way to access this business intelligence.
This not only delivers better insights around your business through report automation and performance but offers a level of redundancy around someone deleting a critical piece of information from a spreadsheet that completely disrupts your numbers.
In 2023, if a Google strategy is not part of your overall business development plan, you are not just leaving money on the table, but brand equity too. Between the local listings, Google’s natural top ten results and its sponsored ads section lies the bulk of your prospective customers.
They’ve gone to Google looking for a solution to a problem that you can solve for them.
Why allow them to be served by your competition?
Pending on your organisation type and the services or products you offer, social media can be an excellent brand awareness tool and for specific niches, be a highly effective sales funnel.
If you’re on social media, and you should be, pick the appropriate platform and publish the right material to your audience. Just because TikTok exists doesn’t mean you should be on it if it misaligns to your brand.
Having a point of view in traditional media, including their online counterpart, is an invaluable way to demonstrate authority on subject matter. A published interview, a thought-leadership piece or being asked to offer a comment on a particular topic immediately positions you as an authority. Individuals or organisations that are viewed in this way are much more likely to receive enquiries or sales (etc) because the barrier of entry is all but diminished and the trust occurs quickly. The great thing about a media story that carries some interest behind it, is that it can be picked up by other outlets generating even more exposure.
Media buying is the strategic process of purchasing advertising space and time across various media channels, such as TV, radio, print, digital platforms, and more. It can be considered a more extensive and targeted version of a PR campaign with objectives to reach the target audience for maximum impact based on the budget. Since post-campaign data analysis and negotiation skills are crucial for successful media buying campaigns, partnering with the right organisation is critical.