It STARTS where you are now and ENDS when you hear you’re there!
The process we use is disciplined. Not to make us look smart, but to assure that the money you spend promoting your business is not wasted. Hitting the target begins with knowing exactly where you stand.
START AT THE BEGINNING
It might seem simple, but we have learned that we must start with a profound understanding of where you are right now. We need to have a sense of what you do to excel in your market niche and why that has led you to where you are today. Just like a family road trip starts at home, so does your journey to greater market success. You begin with your current market position.
KNOW YOUR DESTINATION
With that understanding, we can now define what your organization’s aspirational future will hold. What is your desired future? We have ways to find out even if you have never even considered it. This part of our on-boarding process is very important because if you don’t know where you want to end up, you have very little chance of ever getting there. We like to focus on the vision and do all the little things it takes to make it turn from a dream into a reality.
YOUR BRAND IS YOUR ORGANIZATION
With these two components defined, we can turn our attention to determining what your brand is going to be in the future. We know what it is now but how is it going to evolve and what do we want consumers to think and feel about your organization? Defining your future brand not only helps us properly promote you, it helps you consistently deliver on your promise. If you don’t live up to your brand promise, you will eventually fail.
WALK THE WALK
None of us like people who over promise and under deliver. Your brand is driven by the actions, attitudes, beliefs and behaviors of your staff. If you fall short here, there is very little your marketing partner can do to help you in the long term.
PERCEPTION IS REALITY
This saying might be old, but it has never been more true than today. It’s easy for us to sit back and say we were successful, but you can’t be sure until you hear it from someone who wasn’t involved on the journey. You’ll know that you’ve reached your goal when you consistently hear it from those you serve. Until then, the journey must continue.
ARE WE THERE YET?
The answer, of course, is no. Until the organization’s leadership decides to call it quits or sell the company to someone else, the journey must continue. When the organization has reached its goal, it has come to a crossroad. The choice is simple, but not always apparent: Stay where you are and defend your market share until the competition beats you or choose a new vision and continue into an even brighter future.
In short, nothing is over until you decide it is. Great organizations can and do reinvent themselves. Owens Harkey Advertising will be there time after time to assist in the process and will work hard to help make your dreams become a marketing reality.