All posts by Jake

In Depth: New Brand from Scratch (Part 3 of 3)

BrandIn this 3-Part series, we walk through building a brand from scratch. With all the pieces together and a real live business operation ready to sell, serve, and support customers. . . it’s time now to advertise and be ready to serve customers as the brand and by it’s standards. Part 3 walks us through the big follow-through. Click here for Part 1 and here for Part 2.

Marketing Plan

The brand marketing plan has been writing itself as you’ve walked through these steps. Now it’s time to nail it down. Decide on a budget and get the plan off to a solid start so it will manage you, rather than the reverse.

A good content and campaign calendar will span a year or more and take you from launch to sales goals to profitability. The plan may include promotions with respect to seasonality and annual trends specific to your industry. Decide up front who will be in charge of the PR, marketing plan, keeping track of the content calendar, social accounts, sponsored posts, ads, promo item inventory, trade shows, media buys, etc.  Continue reading

In Depth: New Brand from Scratch (Part 2 of 3)

BrandIn this 3-Part series, we walk through building a brand from scratch. In Part 2, armed with a good sense of identity after the intensive self-reflection exercises in Part 1, the brand is now ready to advance to the implementation stage and make some solid decisions.

Get Real

It’s time to level-set and refer to the business plan. Let’s align your brand vision with your revenue source. You need to be able to deliver on your brand promise, which you can achieve  by calibrating your tone and messaging to what you have the time, resources, and budget to actually accomplish within a reasonable time period.

Ask yourself what’s feasible, realistic, and affordable. What can the business afford? What can my team support? How much of an authority do we have to be on this subject? How deep a level of customer service do we need to provide? Continue reading

In Depth: New Brand from Scratch (Part 1 of 3)

BrandIn this 3-Part series, we walk through building a brand from scratch. Part 1 takes us though the planning and conceptual phases with the goal of spinning a compelling business case into an attractive and effective brand image.

To make your product or company really stand out in the marketplace and radiate with supreme power, you must first anoint it with the magic of Brand. Establishing an effective brand takes a coordinated blend of business and creative work-think. Let’s pull the team together and get a lot of input so we can realize the best identity for your business.

But first, congratulations are in order! Welcome to a rare, exciting, fun, creative, and collaborative experience. Building a brand means getting the chance to start something that could generate a ton of revenue and benefit many lives.

Whether you’re a first-timer, vet, or a company expanding into new areas, take this task seriously and consider it a great ground floor investment opportunity. Don’t be afraid to pour an abundance of time, energy, and heart into it up front. Continue reading