Before Branding

Step 1. Take Stock

If you’re considering your branding or marketing strategy, you’ve likely hit somewhat of a plateau that your scrappy initial marketing efforts can’t get you past.

2. Adopt a Brand-Building Mindset

Hopefully by this point, you’ve moved slightly out of fire-fighting mode, and you can start to think bigger-picture and longer-term.

  • Who are you?
  • Who needs to know?
  • How will they find out?
  • Why should they care?

3. Read the Hits

Before engaging an agency, it’s worth taking the time to read a few key books, take some notes, and let the concepts and lessons simmer. While it feels a little bit like homework, this step will greatly accelerate your own thinking, contextualize your hunches or gambles, and allow any agency partner to more effectively and efficiently help you from day one.

4. Start Exercising the Positioning Muscles

If you’ve hit this point in your company’s evolution, it’s clear that you have an intuitive sense of the pain points or desires of your customers, as well as how your product or service serves them.

5. Get the Branding Party Started

By this point, you should have a clearer idea of who you are, where your positioning could be oriented towards, and what makes you tick. In short, we now have a clearer sense of who you are as a company.

  • Who are you?
  • Who needs to know?
  • How will they find out?
  • Why should they care?

That’s All

So that’s it!

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Stuart Thursby

Stuart Thursby

Founder & Creative Director, Stack Creative in Toronto. Find us online at www.stackcreative.co.