I was thinking about my work flow at Communications, Ink and much has changed in the past 15 years. We now do a lot of web design, social media work and LOTS of SEO! Sadly, print work has declined and the printed word has taken on new meaning.
But one piece of work has stayed constant… the Brand Document. Clients who really want to grow their business and communicate their value, budget the time and money for this important step.
And here’s what I have learned…
Keep it brief. Two pages is ideal but no more than four
Do you homework– invest the time in some secondary research so you know what you’re talking about
Analyze the competition– what do they do well
Articulate the offering and target audiences. Target audiences aren’t just those people who can be converted into clients but anyone who can support your efforts.
And then comes the fun part. When you put all of this together you should look for the opportunities. What can you offer that might not be offered? Where is the competition thin but the effort profitable? What can you add on or remove to the offering?
It is only when you have done that strategic thinking that you have a brand document that can be your strategic roadmap…