Orchestrate Your Awesomeness:
Building your brand with a plan
Nobody knows how great you are. Well, maybe your mother. But in the big, bad world of business, nobody really knows about you, unless you tell him or her. That’s right. There’s no osmosis. You don’t just hang out your shingle or, conversely, run your business for years, and the magic happens. You can’t assume you own a plot of your prospect’s mind; you have to keep planting the seed.
So, you may be thinking, “We have a great product (or service). Our customers are loyal.” Wonderful! However, what happens when your customer-contacts retire, move to another industry, or die? What if your customers close their businesses or merge? What if new competition markets with an offer too good to refuse? You need to keep sowing a fresh crop. You need a plan to make your brand do the heavy lifting to keep you top-of-mind and relevant.
Whether you are a corporation or an entrepreneur, your brand is a living entity. It needs to be fed and nurtured. It needs to trained and given a structure so it can grow and flourish. That’s what a brand plan does: it lets your reputation and value spread deep roots in all directions so you can grow strong and tall, standing out above the others competing to survive.
Here are some tips for structuring your brand plan:
So there are no magic beans or one-and-dones in building a brand. However, if your plan nurtures all aspect of your brand, you prune away the dead bits, and, yes, add a little fertilizer now and then, your brand will do it’s work. It will orchestrate your awesomeness, loud and clear.
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