Once you have a clear picture, take a closer look at the marketing you’re currently creating (i.e. website, social media, email campaigns, advertising, etc.).  Look at your content through the eyes of your potential customer.  What do you see?  Is the composition and messaging consistent with your product or service?  Is it easy to understand what you offer? Is what you’re giving your audience educational or inspiring in some way?

Once you’ve done this exercise, you should be able to quickly determine which of your marketing channels need to be addressed.  Now that you have an idea of where you should focus, begin by isolating inappropriate content and removing anything that could be considered detrimental to the brand.  Sometimes this can mean taking down an entire website and starting over.  Other times stripping down content or fixing some typos can be enough of a quick fix.  If you are trying to tackle everything on your own, focus on one thing at a time.  Remove anything that detracts from your brand and don’t be afraid to start over if necessary.

Once anything inappropriate has been removed, we begin by mapping out a plan.  We then identify and list all of the touch points where people interact or come in contact with your brand.  Categorize the results into tiers based on importance and create and execute a strategy that can be rolled out in stages to deal with each area that needs improvement.

Focus your attention on the key areas which will most likely be accessed by your customer.  As you identify your customer’s lifestyle, you can start to see which channels have the most opportunities to influence them.  Some marketing opportunities aren’t worthwhile because not enough of your customers will ever see it, even if millions of others will.  Some smaller venues can be ideal because nearly the entire audience is part of your target market.

Create a working style guide for your brand. It can be a work in progress, but you should identify a few things that will create consistency in every piece of content you generate. It should consist of things like the fonts you use and the specific color of your logo.  You can start off simply and add to it as needed, but this guide will give you, your employees and your partners a reference of your brand’s identity.

Once you’ve started your style guide, go to your list and pick the first area to focus on. Be intentional with the content you choose.  With every piece of content you create, refer back to your style guide to ensure consistency.

If it’s all too overwhelming… get in touch with us.