Voicings: Brand Building 101
“A goal without a plan is just a wish.”
As I’ve often discussed in this column, your brand is your company. Your brand is the collection of every symbol, communication and experience associated with your products and services you provide.
It represents all that you do and is how the public—both directly and indirectly—comes to identify with your company. However, I too often see individuals and companies in the custom installation business neglecting to market their brand. Don’t miss this opportunity to showcase the services you provide—make a plan!
While the idea of creating a marketing plan may seem daunting, not every plan has to be a 500-page manifesto providing micro-analysis of every step in the process. By focusing on specifics related to your company’s mission and goals, you can develop an easy-to-implement marketing plan to help you succeed. Here are a few easy guidelines to help you build an effective marketing plan.
Keep in mind that an effective marketing plan should be:
Clear: Exactly what is to be done needs to be outlined and understood by all stakeholders.
Quantified: Performance can easily be monitored if the predicted outcome of each activity is quantified.
Focused: Make sure your numbers are as accurate as possible, and avoid the temptation to inflate them because it looks good on paper.
Realistic: All goals should be well within your reach.
Agreed Upon: Everyone involved in your business should be committed to your goals and agree that they are achievable.
Here is some key information to consider in developing your marketing plan:
Identify Your Target Market
Precisely who are you trying to reach? Step one in formulating a plan is to understand your target market. Take into account any recent trends, products or factors that could aid your efforts. Perhaps there is a new subdivision or condominium in your region, or you see an increase in the number of home control products introduced. Whatever factors you take into account, use them to identify who would be an ideal customer.
Develop Your Message
In order for your campaign to be successful, it’s necessary to construct the message associated with your brand and, specifically, the campaign. You should also be able to position yourself in a way that distinguishes you from your competition. Keep in mind that your message must be realistic and rooted in fact. Don’t say your service is “the best ever made in the history of the universe” unless you can back it up. CR