Your business is a reflection of you. If you have clear goals and a mind map or a basic strategy of how you’re going to achieve those goals, sure enough you will. However, if we add the rest of the world (ROW) and the competitive set to this mix, your strategy will have to be razor sharp to cut through all the clutter to reach your potential consumer audiences.
This brings us to a gazillion dollar question: How do businesses that don’t have big budgets be sure-footed about their marketing or brand building strategies?
Here’s step one: A Brand Research Exercise
A brand research exercise is the fist step towards identifying the core or the essence of the business:
It starts out by defining the entrepreneur’s vision and his/her business objectives. A customer journey map helps identify key characteristics of the existing and potential consumers of the product or service. The resulting document from this 3-hour session is a Brand DNA map; its core values, brand personality and the approach to marketing it.
This exercise helps determine the brand’s stylistic positioning which includes the colour palate, the fonts, the tone of voice, visual communication and its overall essence. This brand definition document thus becomes the backbone for all marketing strategies going forward.
If you’re a business that’s just starting out and are overwhelmed with what you’ve just read, please feel free to reach out to me. I’ll gladly simplify the process for you.
This article hopes to be useful to business owners, entrepreneurs and independent professionals. A nutritionist, makeup artist, a fitness instructor or even a local bakery would immensely benefit from planning ahead.
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