Every quarter here at Inkling we go over our strategy for the next quarter.
We look at things like:
- our priorities (where are we going to focus our energy this quarter?)
- how things are going with our team
- what types of projects are coming up
- is our vision for the next quarter in alignment with each other so that our goals are focused on what really matters?
Our brand vision factors strongly into any strategic decisions we make.
We’re sharing the outline we followed for our recent brand vision exercise – let us know if this helps you too!
The who
Our first step is always getting clear on who we are serving. For us this includes things like their income level, what they value most from the businesses they support, where they are located, what are their core values, and what are some key personality traits.
You want to go beyond the “women, ages 35–50” types of demographics and get deeper into the psychographics “value a good customer experience, heart-centered, ambitious” to paint a clear picture of your who.
Why us?
There are probably many people who do what you do. Asking yourself “why us?” allows you to get to the reasons why someone would choose you over the competition. Typically people connect with people, not brands. So look at why someone would want to work with you, and make sure you are coming through your marketing efforts so that you make a genuine connection.
What do we want to be known for?
Distill this down to something simple. You may be able to do lots of things for lots of people, but at the end of the day what is it that lights you up?
Review any existing brand messaging to make sure it is in alignment
Based on our brand vision exercise last week we need to make a few changes to the wording throughout our marketing materials. This includes some of the words we use on social media, our website, when we are introducing our business to others in person, and on printed marketing materials. All the changes don’t need to happen at once, but being aware of a shift in your business allows you to start rethinking the words you use and making sure there is purpose behind how you share your message.
What are we?
This seems simple, but sometimes it is also good to make sure what you say you are is the same thing as what your ideal clients are looking for. Are you using words that they would be using when asking for the services or products you provide? What search terms are they using?
Market research
This is something that we are going to do this fall – the best way to find out what your ideal clients want and need is to ask them! Make sure you are clear on your brand first so that you have the best chance to capture relevant data that can help you serve your clients better. You should also know why you are conducting market research. Are you going to be creating new offerings based on the information you learn? Is it going to reshape your business model?
Also important – make sure you are asking the right questions to the right people. It won’t serve you to ask your friends and family your questions if they are not your target audience. If you are not sure where to look, start by identifying existing clients or members of your community who would be your ideal client. If they are people you have communicated with they may be happy to help, especially if your brand story resonates with them.
Make a list of your questions and make a list of who you want to ask. The more prepared you are, the more valuable your market research will be.
If you are conducting market research of your own, let us know how it goes! And if we are your target audience, feel free to reach out if you are looking for people to interview for your research.
Any other questions about revisiting the essence of your brand? Email us and let us know.
