I admit it, it’s taken me a long time to REALLY understand how to brand and position a company and produce tangible marketing results. The best companies don’t just blast a message out without careful thought and consideration. First and foremost, they take a step back and look at things strategically.
One of my favorite sayings is the old, “ready, fire, aim” analogy, which I see all the time when it comes to branding and positioning. The best companies take the time to, “ready, aim and then fire” when approaching their branding, their position and their go-to-market strategy. They really understand the value they bring to the marketplace and how to effectively communicate it.
I can’t tell you how times I’ve heard, “we’re going to throw some stuff against the wall and see what sticks”. Bad idea. You will damage your brand by going straight to the market tactically without first figuring out strategically what you want your brand to be.
Why figuring things out strategically is so important:
If you are committed to getting your company to the next level, following these strategic guidelines will help you develop your company’s brand and position – and will greatly increase the chances of a successful implementation. Add that to a holistic, managed brand implementation while pro-actively getting your message out to your target audience – you have a winning recipe for success.
Written by Michael Doyle, President of Brand Iron