In marketing, it is like chess. If you do not plan your steps in advance, it is possible that your opponent will plan them for you and you will start playing his game…
I find, all too often, that companies underestimate the strategic planning of their brand. Especially, if it is a start-up entrepreneur who is building their first business. As if they did not even expect them to prosper and grow in the future.
When building a brand, it is essential for the architect to design a precise plan for what the building will look like, while also considering possible extensions and modifications. Likewise, marketing planning defines what your brand will look like and how it will grow.
Strategic planning helps in particular:
finds out exactly what the potential of the market is
gets to know the competition perfectly
defines what your products and services should look like in terms of market and competition
defines the optimal market position
defines and schedule the exact growth and direction of the brand
defines how a brand should communicate its products or services
increases marketing effectiveness and brand growth
will help save time and significant financial resources in co-ordination and non-systematic duplication of various marketing activities
So how to proceed optimally when building a brand?
The first and at the same time, the most important step in building a brand is to define what our product or service is in the narrowest, simplest, and most specific sense.
Subsequently, we define who our ideal customer is and what problem we can solve for him. We need to answer the question of what makes a brand unique and characteristic compared to the competition.
If you want your brand to be successful and perhaps revolutionary and pioneering, you should be significantly better than the competition in at least one activity and minimally competitive in all others. In this case, we mean everything from the production process through pricing, logistics, speed of delivery, benefits, support products or services, etc.
If we are clear at this initial stage, we can start exploring the market potential based on this information. In this survey, we are interested in how many brands are already operating on the market and what quality services they provide compared to you. Subsequently, we will focus on a survey of the surrounding markets, respectively, to other potential markets from which new brands posing a threat in the future could expand into our market. This data will later help us set the brand’s future expansion into new markets.
Finally, we look at the purchasing power of the market today and see the potential for its growth in the future.
Based on the information obtained, we can define the optimal positioning of the brand, considering the financial capabilities of the brand, its strength, potential and stability.
If we have a clearly defined brand position, we can embark on strategic planning and schedule its direction in the short, medium, and long term. Here I would like to appeal to the relativities of individual time horizons. In space exploration, the short-term time horizon can be several years and the long-term even several decades. On the other hand, the technological world and the development of mobile phones or computer chips is incredibly fast and dynamically evolving, so short-term planning is really a short-term and long-term planning is not so long-term. Technologies are exceedingly difficult to plan, as they are often considered with those technologies that are still being developed and are therefore not fully completed.
That is why it is important to approach individually always, but always really and always in any business-related activity, because business is about people and you do not push people into the table. The key is to determine what is the short, medium, and long term for us and then define individually, extremely specific marketing goals and set brand growth.
In the last phase of strategic planning, we need to specify the brand’s communication strategy. And so, how will the brand speak to people. How will it be perceived by your target group? Who will he be associated with, what activities will he support or sponsor or not? How will it be different and memorable than the competition? Do you know that green stick figure from space? And what about the fox? Or rather a wheelchair user who does not give up? And what about innovations that will change your life? How do you perceive these brands and how do you want them to perceive you?
Ask yourself a question
Either way, you should now ask yourself the question: Do I have my brand strategy and future set up correctly? If not, what can I do about it?
I believe that this blog has been useful and rewarding for you. At the same time, however, I believe that it will not leave you indifferent and motivates you to get a good touch on your brand. Because who does not know where he is going, he cannot be surprised that he will go where he does not want to go.