I once worked for a company that changed their tagline just about every year. By doing so, they unknowingly demonstrated a lack of focus and left people wondering what they really stood for. By chasing the shiny objects on the hill and declaring, “Us, too!” they risked losing their unique identity and authoritative voice. A business that should have taken off and changed their market floundered instead.
It’s always a good idea to take a step back and be more introspective about your unique qualities and strengths. By looking beyond short-term distractions, we often discover that we still have a place to fit in.
Try taking an unbiased view of your brand promise and what it means to your clients and prospects. If your message is high-level (think 30,000 feet), you can withstand lower-level market change and still have flexibility to adapt. If you find yourself constantly retooling in reaction the latest trend, then, perhaps, your message isn’t broad enough. If even a small amount of change risks confusing your audience, then you have most likely marketed yourself into a corner (think 10,000 feet).
What is that deep-down characteristic that makes you the expert? Why does it matter to your audience? What makes you the go-to resource? How can you build on your marketing without creating confusion? Can you do it yourself, or would you benefit from the objectivity an outside consultant brings? How about surveying your best clients to see why they’ve stuck with you over the years? Sometimes, we find that the best way to see our own business is through the eyes of others.
It seems that market dynamics are constantly shifting. That’s the reality of today’s fast-moving world. But, with it comes huge opportunities. Those who fail to embrace change and seize the moment to reinforce their role will quickly be marginalized.
If you’re looking to create a new brand identity or enhance your current one, expect to be deeply involved, regularly challenged and perhaps a bit frustrated. It surely won’t happen overnight. But your patience will certainly pay off.
Your blog should begin with a clearly defined purpose and follow best practices in order to maximize its effectiveness. Here are a few business blogging tips to help you begin to carve out your role, educate your customers and distinguish your organization.
As the calendar year winds down, it always a good idea to take a step back to revisit and refresh your marketing. Your business will be better off by doing so. But, don’t go overboard and be too disruptive.
We’ve collected a number of the more salient points from our blog and are presenting them as a marketing reality check list. A good number of these apply to new or small businesses. But you’ll also find that some of the largest corporations in the world make many of the same missteps.
Running a successful business relies heavily on managing resources and using them wisely. But certain marketing essentials require investments and should be treated as such. In fact, many of them are pre-requisites to profitability.
We often get too close to our business to see it the way others do. We build a virtual bubble around ourselves and lose the perspective needed to make sound strategic decisions.
When you meet new prospects, network or attend industry events, the moment you hand out your business card, your credibility will be on the line. If you’ve taken a long time to build a first-rate reputation, don’t let a second-rate website undo it.
As the year closes, ask yourself how your current challenges and objectives align with your overall vision. Have you lost your way, or are you sticking to your Brand Promise? Is it still meaningful to your customers and prospects? Have you allowed yourself the room to evolve with their needs, or have you boxed yourself in?
While I was enjoying a great pastime, I was also learning about the power of human potential. I discovered how greatness can be achieved through sheer will or by overcoming the challenges of unforeseen circumstances.