Strategy for Emerging Business Peeps
Insights from a marketing associate
As Long & Co’s recent marketing associate, I decided to take a deep dive into the report. Below are my favourite takeaways. I hope they can help you in your marketing career:
What is your dream?
“I have a dream” – Martin Luther King said it, and so should you. It all starts with a dream. A vision. Having a dream is a powerful thing but sharing that dream is more powerful. Tell people. Tell them again. Once people know what your dream is and why it matters, they can help you achieve it by spreading their good word. Word of mouth is still one of the most powerful marketing tools out there so use it to your advantage!
A meaningful purpose
What is a dream without purpose? Nothing should be done without purpose, otherwise, what’s the point? What is your organisation’s purpose? People care about people who care. A purpose should guide decisions, offer a sense of direction and create meaning behind everything you do. Ideally you can sum your purpose up in a sentence or two. We’ll go first; Long & Co’s purpose is to help businesses step out from the crowd and drive results. Simple!
Now having a purposeful dream is all well and good, but if it’s the same as the guys next door, then what chance do you have from stepping out from the crowd?
In a saturated market, it can be hard to set yourself apart from the rest, which is why you need to identify your Unique Selling Proposition (USP). Find what you do better/differently than your competitors and then deliver it consistently.
At Long & Co, we’re a small brand with big expertise. We are boutique, not a huge agency, therefore our clients get personalised service without the additional overheads of bigger agencies. We’re not paying for a receptionist to answer the phone; when you call, we pick up.
So now that you’ve identified your purpose and nailed your USP, it’s time to knuckle down. Positioning refers to the conceptual space that you occupy within your audience’s mind, but to get there takes focus! We like to refer to it as real estate. Imagine if you invested in beachfront Byron 20 years ago? You’d be laughing today. Just like real estate, brand positioning requires investment too. Will you invest in your customer experience, operational efficiency or deliver the best possible product available? A few examples:
King of the Customer – Think Disneyland. What child hasn’t dreamt of going to Disneyland? Why? Because their audience (children) are at the forefront of everything they do.
King of Operations – Think FedEx. You may not get 5-star customer service but what you do get is your package delivered on time.
King of the Product – Think Apple. They envisioned a phone with one button, and they delivered on that when the iPhone was released back in 2007. This took years of research while their competitors were releasing new products, but they held off until they had a product like no other. This has paid off with high-customer loyalty. After all, once you’re an Apple convert, you’re one for life. I just love my iPhone, MacBook (I have two!) & iPad and the day my iPod stopped working was a very sad day indeed.
Thanks for taking the time to read these words, I hope you find them helpful. Don’t forget to download our strategy report below.
About Long & Co
Long & Co is a small brand and digital alternative to a big agency. We offer everything an agency does, without the overhead. We have a network of talent across Sydney, Newcastle and Byron Bay. We think and we do.
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