Your business description is an explanation of what your company does, the industry your business is operating in, and what differentiates your business from others.
Try to focus on the top points for each box below: Brand Vision When I see brand teams struggling, they usually lack a vision. It is the one that defines your success.
If you achieved it, everyone would feel proud. We like to ask brand leaders: This gives you a straw dog vision, framed as a very large goal. We then provide some examples of the best-in-class vision statements to see if sparks some creativity in writing a final vision statement.
A good vision should scare you a little, but excite you a lot. It should be motivating and enticing to stretch your mind while getting everyone focused. Ideally, it is Qualitative yet grounded in something and quantitative measurable. The vision should easy for everyone to understand and rally around.
It should stand at least years or more.
It should be a balance of aspiration stretch and reality achievement A brand vision is not a positioning statement or strategic statement. These both come later in the plan. Try to be single-minded in the statement.
You do not need to include everything.
Combine the deep dive analysis with the answers to these 4 questions and you will have a good start on your competitive, brand, consumer and situational issues. Once you have your top issues, write the key issues as questions, that sets up options for the strategy as the possible answers.
At the strategic level, you have to make choices. When Marketers come to a decision point that requires focus, too many try to justify a way to do both. You have to decide. The best strategic marketers never divide and conquer. They make the choices that help to focus and conquer.
Marketers always face limited resources in terms of dollars, time, people and partnerships. They have to apply those limited resources against unlimited choices in a target market, brand positioning, strategic options, and activities. The best Marketers are able to limit the options through decision-making helps to match up to the limited resources.
Brands move along the curve from Indifferent to Like It to Love It and finally becoming a Beloved with consumers becoming outspoken fans, where demand becomes desire, needs become cravings and thinking is replaced with feelings. Brands use their connection with consumers to become more powerful against the very consumers who love them, against the channels who carry them and against the competitors trying to beat them.
With that added power, brands gain more profit through price, cost, share and market size. Where you sit on the Brand Love Curve influences your next major strategic move.
You have to create an opinion. At the Like It stage, consumers see you as a rational choice. There needs to be strategic work to separate your brand from the pack to generate a following. For the Love It stage, the focus should be on tugging at the heart-strings of your consumers to drive a deeper connection with those who love you.
Mobilize the brand fans as advocates. Use the Brand Love Curve to focus your strategy. This is a classic case of trying to get away with doing two things instead of picking just one.
Look at how different these two options really are and you will see the drain on the resources you will experience by trying to do both. A penetration strategy gets someone with very little experience with your brand to likely consider dropping their current brand to try you once and see if they like it.Nov 12, · How to Write a Business Plan.
In this Article: Article Summary Doing Your Homework Structuring Your Business Writing the Business Plan Sample Business Plans Community Q&A Creating a business plan will help you achieve your entrepreneurial goals.
A clear and compelling business plan provides you with a guide for building a successful enterprise focused on achieving your personal and . Now that you understand why you need a business plan and you've spent some time doing your homework gathering the information you need to create one, it's time to roll up your sleeves and get.
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This is Part 1 of a 3-part series.
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I recently asked you to weigh in on content for the blog — choose your own adventure, if you will. Between the comments, tweets and emails I received, it was clear that you wanted more info about how to write a PR plan.