October 25, 2004
To thine own brand be true | A step-by-step guide to staying intentional about your marketing and your brand
By Karan Mcreynolds
Principal, Ariel Creative, Rockport
We all are guilty of not staying as dedicated as we should be to our own marketing efforts. After all, we're busy people. Whether you are a business owner or department director, you probably have multiple titles or responsibilities and just as many distractions in any given day. And perhaps your marketing budget isn't as big as you'd like it to be. The scary thing is that marketing happens whether you decide to participate or not. So here are a few suggestions to ensure your marketing efforts have a dedicated purpose, regardless of the size of your budget or "things to do" list.
Know yourself well
Before you jump head-first into a new marketing effort, take a deep breath, close your office door and ask yourself one question: "How well do I know my brand?" As the person who ultimately is responsible for the success or failure of your marketing efforts, you've got to know the answer and believe in it. You should be able to describe it to a potential prospect in a sentence or two, and you should live by it. In other words, if you're selling Fords you probably shouldn't drive a Chevy.
So let's take a quick look at what a brand really means. Strong brands are everywhere ˆ in this age of mass media, you can't outrun the Nikes and Reeboks of the world. But instead of dissecting one of those monster brands, let's look at something we can really relate to: ourselves.
In a sense, we are all individual brands trying to find our place in the world. Many elements make up your "brand," but ultimately, your brand is based on how others perceive you. Your brand is formed from many points of contact: your appearance (what you wear, where you live, your body language), your voice (its tone, your viewpoints and language) and your actions (your attitude, gestures and lifestyle). Overall, your brand is how you make others feel. If people value what your brand stands for, they will want to know you better and continue to spend time with you. If not, they'll turn their energy toward another "brand."
There's not much difference in creating a brand for a product or service, and the result is the same. People decide whether or not they find value in the product or service you are selling through the same avenues: its voice (What does it sound like? How is it described?), its appearance (How is it packaged? And for whom?), its actions (What does it do? How would one find it?) and, most importantly, how it makes the person feel. All these factors ultimately help a consumer decide "yes" or "no" about your product or service.
What makes a good brand?
First and foremost, a good brand starts with sufficient research. You must know your place in the market and have a clear vision, mission and purpose. A good brand knows itself well. Its style, voice, attitude and actions are all distinct and consistent. It doesn't pretend to be something it's not. And just like a good friend, a good brand adds value to your life ˆ to the point that you depend on it. For example, when Chrysler introduced the PT Cruiser, it wasn't trying to appeal to the masses, but to a very specific and select audience. The company built a car that only a small percentage of its overall market would find appealing. This was very strategic and intentional move that has paid off in a big way.
Yes, I have a plan
All this political talk lately and I'm still not sure who has a plan. Before you "approve this message" all over every television network, having a long-term marketing plan will help you find real opportunities and avoid making costly mistakes. For small companies, the plan may be a one- or two-page synopsis of your overall business plan. For larger institutions, a marketing plan is typically a thick document that details specific product or service strategies and defines market segments.
If you're running your marketing on a weekly or monthly basis without a clear longer-term plan, the message you're sending probably doesn't have much force. If you don't have a formal plan in writing you may want to consider asking an outside agency for help. (Often, a branding strategy and marketing plan go hand in hand.) A strong plan should effectively get you in front of your audience, communicate your message well and, ultimately, change the way your prospect thinks.
At the very least, put together a document that summarizes your product or service, its market potential and your plan for penetrating that market. Consider factors outside of your organization that may affect your plan ˆ competitors, prospect buying patterns and even more general elements such as social and environmental issues. Your plan should have clear objectives, such as obtaining a certain percentage of a defined market or increasing awareness in a specific age group. A timetable with detailed actions should be specified. And, of course, the plan should detail the costs associated with this plan, and what you anticipate to be your return on this investment.
Marketing plans are working documents that should be shared with key employees. They specify opportunities and create focus, momentum and excitement. Yours should be something you want to share and encourage others to get behind.
Assembling a team
Yep, that's right ˆ you can't do all of this by yourself. If marketing is your only responsibility, it might be possible. But you still may need the help of an outside firm to help create or redefine your brand, assist with PR and sometimes handle bigger projects such as the creation of an annual report or website development program. The larger your organization, the more demands you'll have to market it.
How do you know when you are in over your head? The answer is plain and simple ˆ when marketing isn't getting done effectively. Relying on referrals as your only means of new business is a dangerous place to live. Ignoring the fact that your website hasn't been updated in six months is a clear sign your marketing isn't as effective as it could be. If your brand is used inconsistently throughout your communication materials, your efforts are counterproductive.
People have a natural tendency to put off tasks that are cumbersome or that we don't fully understand. So, the first step is truly finding and admitting your weaknesses and then deciding if you have the right resources in place to accomplish your goals.
How do you know whether to create an internal department, hire staff or select an outside firm? Marketing even a small business takes the focus of a full-time person, even after a plan is developed. As a business owner, you may consider contracting a dedicated person on a regular or part-time basis to handle a portion of your marketing program, such as outbound prospecting. Or, if you are a marketing director at a small nonprofit organization, you may need help on a project basis from a creative agency that can take your fundraising materials to a more professional level. Many firms have reduced rates for nonprofits. Firms that specialize in nonprofit work can offer added expertise. And then there are those of you who wear titles ˆ like sales and marketing director ˆ that focus on two very different areas of a business. Again, focusing on your area of expertise is key. And perhaps that means hiring a communications firm to guide and implement your marketing materials.
But, regardless of your organization's size or budget, most of you will need the services of a creative group to help you determine your most effective brand image and its overall direction.
In choosing a creative services firm or agency, prioritize the services you need according to your marketing plan and compare them to what each firm provides. Also, consider these questions: How well does the firm know your industry? Do they place a strong emphasis on research? Do they display an evident focus on client services by promoting open communication and valuing your input? Does their work show conceptual diversity? Is the agency's philosophy compatible with yours? Would the agency consider you an important client? And, lastly, do you have good chemistry? The last question is important as it leads to bigger issues: trust and respect. In any high-level, service-oriented business relationship, those factors are essential. If one is missing, neither party is truly benefiting the other.
Treat it with care
So, does your organization have a positive and distinct brand? Is it successful and effective in the marketplace? There are many elements that factor into determining whether your organization is successfully marketing itself. Ensure your success by determining who is responsible for steering these decisions. Make certain that he or she has the resources to accomplish your goals, from branding on through to supporting your sales channel efforts. Whether you use an internal group, a freelance consultant, an outside firm or a combination of them all, commit yourself to addressing the details of your marketing plan in a logical, step-by-step manner.
If you treat your brand and its marketing goals with care and intention through the use of internal and external resources, you can significantly affect where your organization goes and how fast it gets there.
So, open your door. Tell everyone who you are, where you're going and why they should want to go with you. And, last but certainly not least, stick to it. Oh yeah ˆ you might want to get a new "things to do" notepad.
We all are guilty of not staying as dedicated as we should be to our own marketing efforts. After all, we're busy people. Whether you are a business owner or department director, you probably have multiple titles or responsibilities and just as many distractions in any given day. And perhaps your marketing budget isn't as big as you'd like it to be. The scary thing is that marketing happens whether you decide to participate or not. So here are a few suggestions to ensure your marketing efforts have a dedicated purpose, regardless of the size of your budget or "things to do" list.
Know yourself well
Before you jump head-first into a new marketing effort, take a deep breath, close your office door and ask yourself one question: "How well do I know my brand?" As the person who ultimately is responsible for the success or failure of your marketing efforts, you've got to know the answer and believe in it. You should be able to describe it to a potential prospect in a sentence or two, and you should live by it. In other words, if you're selling Fords you probably shouldn't drive a Chevy.
So let's take a quick look at what a brand really means. Strong brands are everywhere ˆ in this age of mass media, you can't outrun the Nikes and Reeboks of the world. But instead of dissecting one of those monster brands, let's look at something we can really relate to: ourselves.
In a sense, we are all individual brands trying to find our place in the world. Many elements make up your "brand," but ultimately, your brand is based on how others perceive you. Your brand is formed from many points of contact: your appearance (what you wear, where you live, your body language), your voice (its tone, your viewpoints and language) and your actions (your attitude, gestures and lifestyle). Overall, your brand is how you make others feel. If people value what your brand stands for, they will want to know you better and continue to spend time with you. If not, they'll turn their energy toward another "brand."
There's not much difference in creating a brand for a product or service, and the result is the same. People decide whether or not they find value in the product or service you are selling through the same avenues: its voice (What does it sound like? How is it described?), its appearance (How is it packaged? And for whom?), its actions (What does it do? How would one find it?) and, most importantly, how it makes the person feel. All these factors ultimately help a consumer decide "yes" or "no" about your product or service.
What makes a good brand?
First and foremost, a good brand starts with sufficient research. You must know your place in the market and have a clear vision, mission and purpose. A good brand knows itself well. Its style, voice, attitude and actions are all distinct and consistent. It doesn't pretend to be something it's not. And just like a good friend, a good brand adds value to your life ˆ to the point that you depend on it. For example, when Chrysler introduced the PT Cruiser, it wasn't trying to appeal to the masses, but to a very specific and select audience. The company built a car that only a small percentage of its overall market would find appealing. This was very strategic and intentional move that has paid off in a big way.
Yes, I have a plan
All this political talk lately and I'm still not sure who has a plan. Before you "approve this message" all over every television network, having a long-term marketing plan will help you find real opportunities and avoid making costly mistakes. For small companies, the plan may be a one- or two-page synopsis of your overall business plan. For larger institutions, a marketing plan is typically a thick document that details specific product or service strategies and defines market segments.
If you're running your marketing on a weekly or monthly basis without a clear longer-term plan, the message you're sending probably doesn't have much force. If you don't have a formal plan in writing you may want to consider asking an outside agency for help. (Often, a branding strategy and marketing plan go hand in hand.) A strong plan should effectively get you in front of your audience, communicate your message well and, ultimately, change the way your prospect thinks.
At the very least, put together a document that summarizes your product or service, its market potential and your plan for penetrating that market. Consider factors outside of your organization that may affect your plan ˆ competitors, prospect buying patterns and even more general elements such as social and environmental issues. Your plan should have clear objectives, such as obtaining a certain percentage of a defined market or increasing awareness in a specific age group. A timetable with detailed actions should be specified. And, of course, the plan should detail the costs associated with this plan, and what you anticipate to be your return on this investment.
Marketing plans are working documents that should be shared with key employees. They specify opportunities and create focus, momentum and excitement. Yours should be something you want to share and encourage others to get behind.
Assembling a team
Yep, that's right ˆ you can't do all of this by yourself. If marketing is your only responsibility, it might be possible. But you still may need the help of an outside firm to help create or redefine your brand, assist with PR and sometimes handle bigger projects such as the creation of an annual report or website development program. The larger your organization, the more demands you'll have to market it.
How do you know when you are in over your head? The answer is plain and simple ˆ when marketing isn't getting done effectively. Relying on referrals as your only means of new business is a dangerous place to live. Ignoring the fact that your website hasn't been updated in six months is a clear sign your marketing isn't as effective as it could be. If your brand is used inconsistently throughout your communication materials, your efforts are counterproductive.
People have a natural tendency to put off tasks that are cumbersome or that we don't fully understand. So, the first step is truly finding and admitting your weaknesses and then deciding if you have the right resources in place to accomplish your goals.
How do you know whether to create an internal department, hire staff or select an outside firm? Marketing even a small business takes the focus of a full-time person, even after a plan is developed. As a business owner, you may consider contracting a dedicated person on a regular or part-time basis to handle a portion of your marketing program, such as outbound prospecting. Or, if you are a marketing director at a small nonprofit organization, you may need help on a project basis from a creative agency that can take your fundraising materials to a more professional level. Many firms have reduced rates for nonprofits. Firms that specialize in nonprofit work can offer added expertise. And then there are those of you who wear titles ˆ like sales and marketing director ˆ that focus on two very different areas of a business. Again, focusing on your area of expertise is key. And perhaps that means hiring a communications firm to guide and implement your marketing materials.
But, regardless of your organization's size or budget, most of you will need the services of a creative group to help you determine your most effective brand image and its overall direction.
In choosing a creative services firm or agency, prioritize the services you need according to your marketing plan and compare them to what each firm provides. Also, consider these questions: How well does the firm know your industry? Do they place a strong emphasis on research? Do they display an evident focus on client services by promoting open communication and valuing your input? Does their work show conceptual diversity? Is the agency's philosophy compatible with yours? Would the agency consider you an important client? And, lastly, do you have good chemistry? The last question is important as it leads to bigger issues: trust and respect. In any high-level, service-oriented business relationship, those factors are essential. If one is missing, neither party is truly benefiting the other.
Treat it with care
So, does your organization have a positive and distinct brand? Is it successful and effective in the marketplace? There are many elements that factor into determining whether your organization is successfully marketing itself. Ensure your success by determining who is responsible for steering these decisions. Make certain that he or she has the resources to accomplish your goals, from branding on through to supporting your sales channel efforts. Whether you use an internal group, a freelance consultant, an outside firm or a combination of them all, commit yourself to addressing the details of your marketing plan in a logical, step-by-step manner.
If you treat your brand and its marketing goals with care and intention through the use of internal and external resources, you can significantly affect where your organization goes and how fast it gets there.
So, open your door. Tell everyone who you are, where you're going and why they should want to go with you. And, last but certainly not least, stick to it. Oh yeah ˆ you might want to get a new "things to do" notepad.
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