A Beginner’s Guide to Marketing – Step 1: Identity

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So, who do you think you are?

Before starting any marketing campaigns, you must have a clear identity.

An identity is much more than a logo – although that is important. Your identity reflects the personality of the company. By asking a few questions, you can find out a lot about your company’… For example:

  • What do you do?
  • What are your values?
  • What makes you different?
  • What problems do you solve?
  • Why should someone choose you?

If you are struggling with this, you are not alone. You might be surprised at how many businesses find it difficult to explain what makes them different. Don’t be afraid of being different – be afraid of being the same. You want to stand out from the crowd, don’t you?

Talk to some customers; ask them why they choose to use you and what they like about your company. You might solve a problem you didn’t know existed.

When you have completed this stage, look at the available marketing material; website, business cards, emails, brochures, exhibition stands – everything. Do they reflect your identity and brand? Are they consistent? Is a redesign required?

Now you can clearly explain who you are and what differentiates you from your competitors, you are ready for Step 2: Who do you need to talk to?