Successfully launching a start-up or new business is one of the most exhilarating, consuming and rewarding things imaginable. Dom and I have had the privilege of doing it ourselves, and have worked with some incredible start-up brands, both locally and internationally.
One of the things I love most is the energy, enthusiasm and go-getter attitude most founders have. On the flip side, they often try to run before they can walk, which can be disastrous when it comes to their marketing spend! So, if you’re in the process of launching a brand, product or service, here are five things to get right before you press play.
Decide on brand values
What’s important to you, and what does your brand stand for? Whether you have three or thirteen core values, you need to articulate them in order to attract employees and customers who share your beliefs. Think of brand values as the compass for your business – and go back to them time and time again when you need some direction.
Create a brand guide
Next up you need to tell your brand story – whether it’s with words, pictures, videos, or a combination of all three, this internal document will empower your employees to really understand and live the brand. Pin it up on a board or have it on a coffee table somewhere in the office so that it stays top of mind.
Keep your company profile up to date
A company profile is a professional introduction to your business. It should be a succinct overview of your brand and product or service offering, presented in a stylish document which can be shared with potential clients, service providers and partners. Send it to every new person that you interact with, and remember to update it every year or two. Chat to us if you’d like help creating one for your company.
Decide on key objectives
Make sure your marketing objectives are realistic and aligned with your business plan. Remember to look at the bigger picture before you delve into the detail, and have clearly defined goals for the next quarter, as well as the next financial year.
Map out a timeline
Once you know what you want to achieve, you need to create a realistic timeline. We suggest you do three things simultaneously: identify quick wins, write a three-month plan, and conceptualise a high-level strategy for the next 12 – 18 months.
Also, consider whether you have the right resources in place to make it happen. If not, now is the time to consider working with a marketing agency or consultant. Here at YDC we do once off projects for clients, as well as month-to-month retainer work. Visit the services section of our website to find out more.
Remember to take one step at a time and build a solid foundation for your brand, one that will be unwavering through tough times as well as the growth spurts. For the sports fanatics reading this, just think of your marketing efforts as a cricket test match rather than a 20-20 game. You’re in this for the long run.
This article was originally published as a blog on www.yellowdoorcollective.