18 Jun Does your business have a strong core?
Like your body, your business needs a strong core to be healthy.
2 key marketing and branding activities will help you build and maintain a strong business core:
1) Know your customer
More often than not, people rush to the ‘what’ before spending enough time on the ‘who’. I’m often asked: ‘what should I invest in? Advertising, direct mail, social media, events?’etc
All these activities are proven ways to reach and win over customers, but are they the right ones for your business?
The only way to answer this question is to know who you’re trying to sell to in the first place.
A customer persona or pen portrait is a useful tool that you can share with everyone involved- from your sales team to any third party you’ve contracted.
The greater the clarity you have about your customer profile, the easier it will be for you to decide where to raise awareness of your products services.
2) Have a branding framework
Your brand is not just your logo, it’s the image your customers have in their mind of your business. It’s made of all the interactions they’ve had during the entire process – pre/during/post sales
Behind every great brand there’s a founder with great vision and passion. Think of Henry Ford, Steve Jobs, Richard Branson. They all have had a great influence on their brands.
It’s the same with your business. The reason why you set it up, the principles and values you’ve held to conduct business have had a major impact on the way your company/brand is perceived.
Build a branding framework around your vision, your beliefs and values, and share it with everyone involved in getting customers, like with the pen portrait.
This will ensure consistency and coherence throughout time.