Does your company or product have a brand brief? Also known as a brand plan. It is a piece of paper outlining for senior officers, marketing and sales teams what your strategy is. I’m not talking mission and voice and personality — all that agency gobble-di-gook; I am talking about a piece of paper on which there is an actionable plan that drives product development, consumer experience and messaging. Think brain, not words and actions.
I pretty much know you don’t.
Why do I know that? Because I study this stuff for a living. Because in my years of doing this work, I’ve seen very few with articulate brand plans? I’ve read strategy documents from large Fortune 100 companies with hundred million dollar marketing budgets and you can drive trucks through them. They’re like maps with myriad roads and routes leading everywhere. Frankly, you can almost flip-flop brand names on these plans and manage the products with little negative impact on market share.
And that’s the big boys and girls. Imagine what happens to mid-size companies and small companies? SMBs reach out to the only marketing partners they can afford (C and D level players), falling for some Svengali charm and marko-babble, and pay out $50,000 or $100,000 for some web design, brochures and pretty ads. But they have no strategy to measure, just tactics.
So here’s my offer. For 3 companies I will conduct an audit of materials, product, packaging, web presence and stated marketing strategy. Learning and findings will be presented in the form of an assumed brand strategy, within 48 hours of the beginning of the audit. The presentation will show how you really look to your consumers and the public, not how you see yourself. The first 3 companies, with sales in excess of $750,000 will be awarded an audit. I’ll happily sign a nondisclosure agreement. The offer does not apply to agencies and marketing consultancies. Tough love this brand work. Offer ends 10/31/13.
PS. Certain rules apply, e.g., cost of travel not covered. For more information, please write firstname.lastname@example.org