The first week of January, we made a New Year’s resolution to write a marketing plan for the year, and we’re going to stick with it. This set of articles will help you follow a deliberate series of inputs that will complete your plan for the year, and help to grow your business. Stay with me week after week and watch where it takes you!
But before we dig in, we must first establish some fundamentals about your business, and some basic building blocks about your brand. If you don’t have these in place, it’ll be difficult to fully write and execute a marketing plan. You’d be writing it in the dark, with nothing to ground it.
You must first have definition, positioning and tone ironed out before you can write a marketing plan.
1. Brand definition
How do you define the business you are in? What’s your line of work and how would you describe it? What do you do for a living? If you can’t quickly and succinctly define your brand, then you can’t possibly write a marketing plan for it. And if you can’t describe your brand and your business in a few sentences, then you haven’t given it the focus it needs. It’s pretty simple, actually: how do you market your brand if you don’t know what you do?