- Discover your brand promise
- What is your message's emotional appeal?
- Position your brand
- Develop a signature
- Define your market
- Create a message
- Be consistent
- Tie your brand to events
- Measure your marketing result
- What target market do you serve?
- Are these markets distinct?
- Is there a cross-over potential between the products?
Discover your Brand Promise!
To discover your market, start by researching your customers and non-customers. Why did your customers buy, and just as importantly, why didn't your prospects? Discover how your product and service are different from your competitors.
What is your Emotional Appeal?
Focus on your product or service's benefits to your customers and prospects. Put yourself in their shoes and discover what’s in it for me.
Position Your Brand
Is your brand focused closer to
- Quality
- Service or
- ·Price?
For example, Hershey's candy bars are medium quality for a low price compared to Godiva chocolate, which is high quality and high price. Determine where you want to be and do not waiver from that location.
Develop a Signature
What is your tagline? A tagline pays off for your positioning, such as ours, Everyone Deserves a Mulligan.
Define Your Buyer Personas
Figure out to whom you are marketing.
Create a message
What is your value proposition? Put it on your website, blogs, press releases, and social media sites.
Develop your media message
Spend time creating a media marketing plan. What will you do to communicate your message to your target audience?
· Press Releases
· SEM
· Website Updates
· Blogs
-Social Media
Develop a wide range of tactics.
Be Consistent
All communication must be consistent in the logo, colors, tagline, and message.
Tie Your Brand to Events
Use a big event to launch your new brand or message.
Measure Your Marketing Results
Ask the following questions when you have a new prospect call or email your business:
· How did you hear about us?
· What did you hear about us?
