Consider going back to the brand strategy drawing board if you can identify with any one of the following early warning signs. You may find that you need to adjust your brand’s target, tune the positioning and the proposition to your target’s sweet spots, or modify your communication or channel mix.
Your days are a never-ending chain of running between meetings, putting out fires and staying on top of your inbox. Meanwhile, you’re hoping you can rely on a solid brand strategy, which is like an insurance policy for effective communications and hitting your number.
But is your strategy solid, really? Are your day-to-day marketing efforts driving the results you need? Just as you can experience accelerated growth when you get it right, the exact opposite can happen if you don’t. Take these early warning signs seriously.
1. You’re not sure with whom and how to connect.
If you don’t know who you should connect with, where to find them and what makes them tick, then you could waste a lot of time talking to the wrong people and spending effort that won’t drive business results. Instead, define your target audience and determine what benefits and messages matter to them. Only when you know who they are and where you can interact with them will you be able to select and balance out the appropriate channels, such as television, radio, social media, blogs or online newspapers.
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Yngve Kristiansen and Helge Krane are presenting at “Markedsanalysens Dag” 2009 (MAD09)