Resetting Your Brand and Marketing Foundations for 2021

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1. Customer Profiles

  • Do you already have customer profiles or audience personas created?
  • Has your target market changed in 2020?
  • Have you started offering new services or products in 2020?

2. Positioning

  • Do you already have a positioning statement and proof points created?
  • Have you started offering new services or products?
  • Has your target market changed in 2020?
  • How does your direct competition (those with a comparable offering for the same audience) position their company, products, or services?

3. Brand Identity

  • Have you started offering new products or services since the brand was last refreshed?
  • Have you started selling to new audiences since the brand was last refreshed?
  • Has your company structurally changed (i.e. new lines of business, mergers and acquisitions) since the brand was last refreshed?
  • Have you started marketing in new channels — video, out of home, etc — since the brand was last refreshed?
  • Does your brand instinctively feel “not correct” for what you make or who you sell to?

4. Your Website

  • Is your current website still accurate and true to your brand strategy?
  • Have you started offering new products, services, or ways to buy that are not currently reflected in your website?
  • Does your website offer clear calls-to-action for visitors to buy from you or get in touch?
  • Have you recently done any audits on page load speed, SEO, or accessibility?
  • Is your website integrated with your CRM, email marketing, or other APIs and authentications?

5. Your Marketing Strategy

  • Where is your audience? (In both digital and non-digital contexts)
  • What are the overall goals of your marketing? (e.g. More broad awareness, higher volume of targeted sales leads, growing your site traffic, etc)
  • What channels do we have to play with? (Email, Social, Search, Direct Mail, Pre-Roll/Video, Content, Television, Radio, Out of Home, Events)
  • What budget — in terms of time and money — do you have to play with in Q1?
  • What metrics will you use to measure success?
  • What smaller “tests” could you run to validate messaging, audiences, or channels, before investing more of my valuable budget?

Next Steps

  1. Evaluate the topics and links above
  2. Establish a shortlist of no more than 3 key activities for Q1
  3. Create a longlist or bucket of other things you could bring into play later
  4. Act upon those 3 key activities, aiming to complete 1 per month
  5. Repeat until your foundation is set and you’re ready to make more of an effort in marketing tactics and activities throughout the year

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Stuart Thursby

Stuart Thursby

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