They say running a small business or start-up is all about the journey. When planning any journey you need to figure out where you want to go based and what’s important to you (your brand) and how you’re going to get there (your strategy). Then you can tell everyone about your plans and even invite them to join you (your story).
Your brand is your greatest asset. It is why people will want to join you on your business journey. You might be thinking that only big companies need to worry about branding. Wrong. The smaller or newer the business the more important your brand. Some would argue that your brand is ultimately the only competitive advantage that you have. Everything you make or do can be copied by your competitors within a relatively short period of time. Even patents expire. It’s not easy to copy intangible assets like your brand or culture. A strong brand will enable you to charge more, survive mistakes, and develop loyal customers.
To help you unleash the power of your brand, we can teach you how to utilize your brand assets so they can work harder for your business.
This includes things like:
- Understanding your mission
- Developing your brand personality
- Defining your positioning
One of the benefits of strong branding is that it provides a focal point for your business that sets your strategic direction. Think of your brand as the north star of all your marketing efforts. Let it guide everything you do.
Your strategy should be derived from your brand, what’s happening with your customers, and what you’re good at. Don’t default to cookie-cutter strategic plans or the latest, shiney new object. Definitely don’t just do what everyone else is doing. To be successful over the long-run, you need a strategy specifically designed for you.
To help you strategically plot your course, we can teach you strategic planning methods that will help you figure out what your priorities should be and how best to execute against them. Generally speaking, the process is:
- Objectively review the market
- Identify the key topics (the good and the bad)
- Determine what to focus on
- Decide which tactics might be best for your strategy
Once you have a well-planned course, you can start telling everyone about it. There are many, many, many ways to communicate with customers. But that’s actually also a problem. What’s right for you? What works best for your customers? The process of developing a strategy will help you understand which methods will work for your business. You don’t have to do everything.
In addtion to helping you decide how to tell your story, we can help you with the day to day management of many tactics, including:
- Your website
- Email marketing
- Social media marketing
- Search engine marketing (SEM)
- Plus offline options