What lure are you using?

Happy New Year!

In the post prior to our tribute to Steve Jobs, we talked about defining your target market. I hope you have given some thought to who your ideal customer is.

Once you have defined your target market, you need a strategic plan to deliver your unique message and selling proposition to those ideal clients. The first question to ask yourself is: What differentiates you from your competition? Essentially, “what lure are you using?”

Let’s talk about your brand and unique position in the marketplace. … What is Branding? I define it as: “A critical component of your marketing strategy, that points your ideal customers to your identity, highlighting your strengths, or “value added,” and differentiating you from the competition.”

In my opinion, branding isn’t just a logo or a tagline, it STARTS with your company name, logo, and tagline and goes clear through to your competitive edge and unique position in the industry, the marketing channels you choose and your signature personal interaction with potential clients and those who will refer business to you, … and everything in between.

By defining your unique niche, and by delivering your message consistently, respectfully and attractively over time, you establish your brand. And when those ideal clients are ready, they will buy from you when the time is right.

At it’s core, marketing is story telling. And that’s what makes your brand a memorable one. Isn’t it so much easier to relate to someone if you “know their story”? What is your story? What is your company’s story? What are the success stories of your product or service? What are the stories other people are telling about you (testimonials). That should be the core of your branding, and the “marketing” happens through the channels you choose to deliver your message.


~ by Rainmaker Marketing and Sales on December 29, 2011.

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