I was meeting with some colleagues today, and we were discussing a particular Web site. This was a bit of a brainstorming session, so conversations were quick to take a left turn and then quickly (too quickly) evolve into an action plan. Hosting a brainstorming session can be challenging, because while you want to encourage freeform thinking, you also want to keep the discussion fairly grounded in reality. It is a delicate balance.
After a few consecutive left turns, I felt compelled to reign it in a bit. I asked the group “What is the REASON for this Web site. In other words, why should a consumer choose this over the competition”. This is central to branding, and unfortunately many business ignore this rudimentary aspect.
If you do not know what the “reason for your existence” is – start thinking about it immediately. It is the core of your marketing strategy and should be central to your marketing plans. It is the foundation you build upon. Think of it like a house – if you have issues with the foundation of your house, everything else is questionable in that house. The foundation must be solid – and from there you can build fabulous things.