I wrote this week to a client about how they should go about deciding what their brand, message and overall marketing strategy should be.
I thought you might be interested to read my suggestions to them:
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Dear ******
I suggest your next steps within ********* is to agree the target and messaging you want to push outward. For example:
- Have a round table meeting to discuss any and all ideas as to what your core message is for the business.
- If this means splitting up the various activities then this must be done, or more likely will involve separating out the target market sectors etc. then again this must be done.
Once you have decided who the website is aimed at – in a very detailed way. I.e. age, sex, job role and level of education, public sector or private business, likes and dislikes, then you can move on to the messaging.
Messaging
This is a key goal for your staff and management to understand and to buy in to. The message that you give out in every piece of paper or vocal or visual communication says everything about your business and your team.
How do you find out your existing message? – Try these questions:
- What is the actual reason why your company exists? What’s its purpose?
- Who are the stake holders in the business? Staff, directors, clients?
- What do your existing customers say about your services?
- Do you react to complaints and change course or carry on as normal?
- How do you filter down praise from customers to the relevant staff.
The above sounds like a quality assurance checklist, but I always use this when I do formal messaging reviews with clients. And it can really help in bringing to the surface they key messages that are in the NOW and the ones that you should look to adopt in the FUTURE.
I wrote a proposal today to a prospective client and it had the following two columns in it. I created the columns after a creative briefing for their new brand and website. When we create a style we create a look and feel. I suggest you write down your existing look and feel. Be harsh on yourselves and the results will be more convincing, be too soft and it’s a waste of time.
“The Look”
- Simple
- Effective in message and tone
- Vibrant and strong
- Convey “quality”
- Inspire Confidence
- Be memorable
- Ensure Longevity
- Corporate Appeal
“The Feel”
- Success
- Partnership
- Strength
- Connections
- Add Value
- Elite
- Beneficial
- Helpful
This is theirs, you need your own.
Of course your business needs a Marketing Plan, without one it is difficult to know exactly who and how to target. We all have the plans in our head. But that’sno good when you expect a team of people to deliver it. Firstly draft our some ideas like these:
Marketing Plan objectives:
- Drive market growth.
- Increase market share.
- Create sustainable competitive advantages.
- Improve market adoption.
- Increase demand.
- Manage product life cycles.
- Establish long-term customer loyalty.
- Improve brand equity.
- Execute profitable marketing campaigns.
- Develop effective messages for international markets
Now your own will need to reflect your business and not be a generic one as above.
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