Most businesses don’t shake hard enough. They should shake harder.
I sit as (part-time) Brand and Marketing Director with four brands right now. To help them win, first, I sieve.
My job is to get businesses noticed, remembered and chosen. So to start, I ask where they want the business to get to, by when. So we know what to measure. And off we go.
I ask everything about everything. Pop it in a sieve. And shake.
All I have to do is make sure what remains in the sieve at the end is that which is most likely to achieve the goals. Then, we build the brand around that. Then we win.
(I help most clients to number one in their category. One current client, is a global number one).
You try it. Most businesses don’t shake the sieve hard enough. Too much remains. So there’s too much to say. Messaging is not simple and clear enough. And worse still… your targets are aware that you don’t know what’s most important to them. And that’s not good.
So, if you want to have any chance of becoming a powerful brand. Ask everything about everything. Pop it in a sieve. And keep in mind what we said earlier.
Shake. Then shake harder.