Why a Game Plan Your Brand strategy is a winner every time.
If you just hop in the car and start driving, who knows where you’ll end up. Although this may be a great approach for spontaneity and adventure, if you’re building a business or starting a new project, or a new job, this is a terrible approach. As Alice in Wonderland learned, “If you don’t know where you’re going, any road will get you there…”
As a business owner, creative or marketing professional, you need to know exactly where you’re going if you want to get there.
That’s why you need to game plan your brand to follow a clearly laid out the path from where you are — to where you need to be.
You can easily break this path up into different phases.
Just like if you were going from Washington, D.C. to New York City. On the direct route you will go through Baltimore (phase 1), Wilmington, DE (phase 2), Philadelphia (phase 3), Newark (phase 4) etc. Sure, there are many smaller towns you go through, but those are the big checkpoints.
But, how does this apply to small business?
Well, first you need to know – what problem you want to solve – the destination.
For a local organization or marketing agency, that goal should be to organize yourself first before launching into countless hours of tactics without the right strategy.
You can break up the process of getting there into multiple phases. These are your checkpoints. This is how you make sure you’re on the right path as your moving forward. This is your “Did we make it to Philadelphia”? moment — in the middle of your road trip. Great! We on the right path!”
Unfortunately, businesses can fall into the trap of flailing around doing busy work thinking they are marketing. Someday they look around and discover “What in the heck am I doing in Wilmington, North Carolina? moment. I don’t want to be here!”
Businesses fail because you don’t game plan your brand.
So, here’s the big take away. The first step is to understand what problem you want to solve and set a goal that will drastically improve business.
The second step is to evaluate your marketing assets and evaluate what parts need fixing or what is missing in the communications process.
Third, interview your key stakeholders on their understanding of your problem you (or they) are trying to solve. Identify the strengths and weaknesses.
Fourth, go all in on defining the communication strategy and tactics that fit your brand.
If you are a local business owner, creative, or a local marketing agency, this may be the most important starting point to building or restoring your customer journey.