Step 17: Map Your Marketing

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A new brand or a rebrand is an ideal opportunity to generate attention and get people to see you differently.

No matter how excited you are about your brand, it won’t matter to someone else unless they are first aware of it, see your messaging at least 7-10 times, and have an emotional connection to what you’re offering.

Your marketing strategy is a comprehensive plan for making the most of this opportunity by providing the pathways to capitalize on your new identity.

Your audience needs to know what you’ve got on offer. They also need to think it’s different enough for them to consider it.

Ultimately, you need to get your brand known by having a unique, standout offering, a great story, a fantastic product, excellent service, consistency and patience to drive up impressions, clicks, sales and results for the brand. So how will you capitalize on your new identity in sales and marketing?

This can be answered in how you recruit, engage and convert your customers.

1. Recruiting Your Audience

This involves making content relevant, and deepening consumer knowledge in the brand and product offerings via paid ads, content partnerships and paid social media.

2. Engaging Fans

Creating a narrative that drives conversation, or for fans to make their own and incentivize sharing between them. This uses a mix of website content and social media.

3. Converting Customers

This includes leveraging SEO and advertising in targeting, with personalization and contextualization of content to convince consumers to purchase your product. Planning your business and brand launch takes time. It takes thought and it takes purpose.

Begin by asking yourself:

  • What’s the budget for brand development and deployment? You need a budget to cover off your branding requirements (signage, logo, website, branding) and deployment (ads, social media, offline marketing).

  • What’s your timeline?

  • What resources will you need?

  • Which experts will you use? Or will you rely on yourself, family and friends?

  • Have you inventoried the uses of your current brand and identified the full range of applications for the new brand, from tiny social media icons to developing signage and print assets?

  • Do you have a plan in place to launch the new or relaunched brand, both internally and externally?

    Think on it.

 
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