So this is the 1st of my Top 10 Marketing Must-do’s. (The remaining 9 will be revealed in subsequent weeks…so please get my feed so you don’t miss out.)
Branding is the most important asset a company can have. It’s what your company is all about..what you stand for. It’s more than your name or your logo, it’s your entire identity. So to start, it would be a good idea to come up with a VALUE statement. More than a “mission” statement, a “value” statement will define your core values and will help you center all of your marketing around those concepts.
If you just think about the strongest brands in the world…Coke, Apple, McDonald’s, Google – they all have a core set of ideas they stand for and every product or advertisement they present to the public encapsulates what their brand is all about.
Once you define who you are, you should stick to it.
I read, not too long ago, that the Mini is introducing a Mini SUV. What’s “mini” about an SUV? And if you are in the market for a small SUV, isn’t that a car? They marketed the original with a certain set of “core” ideas and now they’re taking that concept and twisting it so they can enter the Sport Utility Vehicle market. I may be wrong, but I’m guessing this idea isn’t going to go over well. We’ll see in 2011.