In today’s world we receive millions of sales and marketing messages. From the moment we wake up the importance of a ‘brand’ is presented in such a way that it’s almost impossible to ignore. From food to fitness, from coffee to cars, mastering what makes your brand stand out amongst the competition is paramount to its success. So, why is it then that so many seem to just miss the mark?

It all comes down to strategy. Without a cohesive plan that links your multi-platform campaigns together, chances are they will fall flat and fail to deliver.

From a marketer’s perspective, strategy is all that really matters, because without a robust marketing strategy the mountain will be that much harder for you to climb.

Formulating a successful marketing strategy in today’s busy media landscape can seem a little daunting, with the need to develop content for multiple platforms which all require a tailored approach to maximise results.

Before starting on a strategy, ask yourself the following questions which will help to begin crafting a successful marketing plan to propel your business into the starlight.

1. Do people want what you’ve got?

Seems simple doesn’t it? However, 1 in every 5 businesses* fails to correctly research the market before launching their product. This can, of course, negatively impact time and money in the business if you just steam ahead without listening to your customers.

2. Do they understand it?

Again, an obvious point, however as humans we become very involved in our activities – and no more so than in our business. When you are so close to something it’s difficult to get a balanced view. Your product or service has to be clear to people for them to decide they need it!

3. What is your position in the market?

Whether you have innovated a brand new product or you are giving your take on a classic, it’s important to cement your position. Check out what your competition are doing ensure that you can reinforce what makes you different. If you are innovating a new product, ensuring that your brand represents this is key.

4. Be Bold, Be brave

The chances are the marketing endeavours you have embarked on before haven’t fulfilled your criteria in having the impact that you need. Don’t be afraid to try something new, try a different medium, ask for constructive criticism – and providing you’ve done your research and ensured your brand proposition matches the service you offer, it will help you get you where you want to be.

*SmallBusiness.co.uk

By Joe de Kwant Stoner – Managing Director of Big Orange Media and a founding partner of Honeycomb Business.