You’ve developed a product, you’ve employed a great team and you’re growing your business. Once the legwork is done, the next question that comes up is how do you let people know who you are and what you do? How do you market your product or service?
Obviously, as a full-service marketing firm, I could tell you that helping you channel your marketing budget in all the right avenues is a huge part of why you should hire an agency like Epic. But I’ll save that for another post, because there’s one step that must come first. You have to determine your brand before you can tell people to buy your product. You need to establish “who” you are – as a company, as a product and as a mission.
So how do you do that?
While you may have a clear idea in your mind what your brand entails, you need to start by writing it down. And it should consist of the following elements:
WHO are you?
What is your company culture? Are you laid back? Creative? Intense? Serious? Quirky? Focused? Pick a few adjectives that describe you and your team and the approach you take to problem-solving in order to constantly improve what you do for your customer.
WHAT do you do?
What is the end result of using your product or service? What is the problem you are trying to solve for your market? How do you make the lives of your customers better?
HOW do you do it?
This is the question of what your product is and what it entails. You’ve established what the problem is in the market, so how does this product solve that problem? What are the features and benefits associated with its adoption?
And most importantly…
WHY do you do it?
You went into this business for a reason. You developed this product and company with your blood, sweat and tears, so you must have a passion for it. Tell people why. What are the experiences that motivated you to seek a better solution?
You may ask why this is the most important question. And I’ll tell you by quoting Simon Sinek’s TED talk where he says “People don’t buy what you do. They buy WHY you do it.” He summarizes that the goal is to do business with people who believe what you believe. That is how you develop a following and create brand loyalty.
Once you’ve determined the answers to these questions in clear, concise statements, you can begin developing the messaging you want to use to educate your market about what sets you apart from your competitors.
Oh, and did I mention that we can help you with that too? Just sayin’.