More than ever before, branding must be consistent, and to be consistent, it must be defined. Your brand is not so much what you project, but how you are perceived. Learn more about this important component of marketing in this week’s podcast.
In this episode, we discuss:
- Brand is the perception of your organization by the individuals outside of your organization.
- Brand discovery is the first of six actionable components of Iterative Marketing.
- Without human touchpoints, brands become the face of an organization we identify with and hold accountable.
- Two aspects of brand definition include what your company holds to be true (values) and the perception of your brand by customers.
- Interviews, surveys, market research and brand vectors aid in brand definition.
- Six Actionable Components are the actions we take as marketers to implement Iterative Marketing. They don’t have to be implemented all at once. They are:
- Brand Discovery: Uncover how your buying audience feels about your product or service and how they rationalize the decision to buy.
- Persona Discovery: Document the individuals involved in the buying process in a way that allows us to empathize with them in a consistent way.
- Journey Mapping: Plot the stages and paths of the persona lifecycle, documenting each persona’s unique state of mind, needs and concerns at each stage.
- Channel and Content Alignment: Align every piece of content and marketing channel/activity to a primary persona and primary marketing stage, identifying new channels and content needs where opportunities exist.
- Experimentation and Optimization: Conduct thoughtful experiments designed to produce statistically significant business insights and apply the results to optimize performance.
- Reporting and Feedback: Report and review data and insights to drive decisions in content and strategy, as well as information to be used by the organization as a whole.
For more information on the charity in this episode, please visit First (For Inspiration and Recognition of Science and Technology).