Have you ever walked in to one of those shops that felt like a glorified jumble sale? You know the ones, an eclectic mix of random products thrown together with neither rhyme nor reason. It smacks of the owner’s desperation to increase sales, they are trying anything and everything. Much of this smorgasbord has no business being there, and has no connection with the brand. Potential customer searching for something specific on line or in store have no target to aim for.
When the going gets tough, it’s easy for companies to lose their way. Owners and buyers try anything that might sell and before they know it, they find themselves waist high in products that have no connection to the brand and a brand with no connection to the products. The journey from there is, well, ‘choppy’ at best. If you are not sure where you are, you sure as heck won’t know where you are going.
- No goals
- No plan
- No direction
Time to take control.
Pause. Prepare. Plan (and then pounce!)
Go back to your roots, why did your story begin? Why did people choose you?
- Who are we?
- What do we represent?
- Who is our target market?
- What is our USP?
- Are we offering what our market wants?
- What is our brand message?
Write it down in any way that suits you, brain-storm, mind-map, spreadsheet, list…above all, focus on your brand. Your brand is everything, if it’s crystal clear in your mind, it will be obvious in everything that you do: buying, marketing, selling, steering… everything. If it isn’t clear to you, how will it be clear to your target market? How will people find you? Think of some examples of successful brands and how strongly their message is woven into the fabric of every product they sell and every way they sell it. Think how strongly their customers believe in the brand.
Don’t be that random, eclectic seller. Be true to your brand, believe in it, stay loyal to it and those sentiments will be returned by all who discover you. After all, we all need something to believe in, don’t we.