How to Develop Your Company's Purpose

The second foundational question (FQ) in the Revenue Development Action Plan is:

What is your company’s purpose? Why are you here?”

In the early stages of creating a business there is a strong focus on developing a vision, a formal mission statement and company values. However, the company purpose is something that is often more elusive.

Most new businesses are primarily focused on generating enough revenue to be sustainable. Business owners may have a strong personal sense of why they formed the business, but that purpose is not always reflected throughout the company. As businesses grow, however, they may naturally begin to develop a purpose that drives strategic decision-making. This direction must be refined into a clear purpose statement or the company will aimlessly wander.

Topics: Brand Management Strategy Business Development Brand Integrity Revenue Development Action Plan

“Becoming a Thought Leader” – CAMPS Leadership Forum

Another Leadership Forum is happening in March for members of Center for Advanced Manufacturing Puget Sound (CAMPS).  The forum will be at the offices of Clark Number in Bellevue, WA on March 27. I will have the honor of presenting on the topic of “Becoming a Thought Leader”.

Topics: Leadership Events Brand Management CAMPS Brand Integrity

The Benefits Experts Receive from Writing Articles (Yes, it Matters)

When it comes to corporate communications, the writing is on the wall. Companies and their top managers need to develop a top-down approach to their online business, including social media, or find themselves left in the dust. The data supports this suggestion.

Topics: Brand Management Strategy Inbound Marketing

The Social Media Reality - Feel Good Sizzle but Without the Meat (Value)

Social media is an astounding tool in the new world of media. There is an opportunity to monitor ‘buzz’ (if that matters), make introductions and invitations, appreciate and recognize remarkable, tell a story and use as a customer service tool.

When you want to know the latest about volcanoes in Hawaii or hurricanes in Florida, there is no longer a need to wait for the 5:00 News. Twitter to the rescue, Facebook photos and videos are available. Many are provided by the humans who carry a camera and mini-computer connected to the Internet in their pocket. Government agencies and news companies are catching up and use social media tools to deliver ‘the latest’.

Topics: Brand Management Brand Integrity Social Media

The Reality of What’s What – Branding, Social Media and Humans

A hundred goals (maybe more) exist in the heads of those who are going bigger, conquering the world or changing the community. It can be difficult to line up the goals swirling in their heads. These goals are in the same mind soup, side by side with ‘old truth’ vs ‘new truth’, rumors, advice from future experts, news, big data, and ideas from a bestselling book.  (With potential distractions from ‘competitors’.)

As a result, the goals are not always aligned, and it is tempting to get ‘speed think’, make a decision now to get things done.

Today we want to remind you that ‘It is still a pig”, and a few other observations to keep it real for you about branding, social media and humans.

Topics: Brand Management Strategy Brand Integrity Social Media

Market Research - Evaluating Who in Your Target Audience Will Become Your Best Clients

Have you ever been presented with a product or service that made you think the person who created it was reading your mind? It was almost as if they had followed you around, understood what made you tick, and knew exactly what buttons to push to get the desired reaction.

While they probably didn't trail you through rush hour traffic or tap your phone, this isn't far from the truth. The most successful marketers have developed the ability to find out what their target audience is thinking and then provide them with solutions to their biggest issues at just the right moment.

Topics: B2B Sales Brand Management CRM

7 Unique Value Proposition Examples

Value propositions are a little like wine – there is a vast difference between good versions and bad versions, but many people cannot discern the nuances that go into crafting the best.

As the name would imply, a value proposition is a statement that conveys the benefit that a product provides to consumers. However, an effective value proposition is more than a statement of value. The best value propositions also:

  • Make a credible promise to consumers
  • Solve problems or help attain aspirational goals
  • Differentiate products from competitors
  • Provide quantifiable benefits
  • Persuade consumers to take action (purchase, donate, etc.)

Unfortunately, instead of using this powerful tool to drive profits, many organizations end up with lackluster value propositions or overlook them altogether. Businesses in highly competitive industries are particularly vulnerable to falling flat with their value propositions because they are forced to contend with many competitors for the same audience’s limited needs.

Topics: Brand Management Strategy

What Is a Value Proposition?

Regardless of your industry, what you do, or your business type, two things are probably true: 1) you rely on customers and clients for success, and 2) you have competitors. As such, how you market your business is a critical part of business longevity, reputation, and influence.

This is why value proposition becomes so important. Indeed, a value proposition is arguably the most important aspect of your overarching company message, and potentially the most critical element of your marketing strategy.

Topics: Brand Management Strategy Business Development Brand Integrity