What do you want people to know about your brand when they see it? What’s the big idea? You should have an overall marketing strategy and plan. If you don’t know, you don’t have to go far to figure it out. But the first step is out of the office.
Take a field trip and get a good look at the big brands. What stands out? What colors do you see? How many words describe the big brands? What catches attention?
What’s the Big Idea?
1. The Mall: Walk up and down the mall. Look at the signage and look in picture windows. What stands out about the brands you see?
2. The Grocery Store: What jumps off the shelf and out of the aisles at you? Why?
3. Television: What commercials do you like and keep watching? Why?
4. The Gym: What are people wearing? Is there a trend? Is there one item that everyone wears?
5. The Airport: What big brands found their place in ports to greet visitors around the country and the world? How do they invite people in?
6. Times Square: What’s the first brand you see and why? Then, take a count of how many brands there are. What brand doesn’t stand out? Why not?
7. Friends’ Homes: Do you see a common brand in everyone’s home you visit? What is it and where is it? Why does EVERYONE have it?
8. Kids: Ask a child his or her thoughts about your brand. Describe what you do or what your business does. Do they understand it? You’ll be astounded at their insights.
9. Co-Workers: Ask someone who keeps to themself and ask someone who can’t keep to themself what their favorite brands are and why.
10. Clients: What do your clients think you do well and what you can improve?
Research your competition and see what they’re doing well and what they’re doing not so well.
FYI: If you’re making chocolate chip cookies and selling them at the farmer’s market, Mrs. Fields is NOT your competition. Your competition is the other person selling cookies at the market.
Test: Run your brand past anyone but friends and family. They have to like your work. Walk it around in public. Take it everywhere and ask people what they think.
You’ve got nothing to lose. It’s free and it gives you perspective on the marketplace.