What Does Your Business Stand For?
Following on from our series looking into making the most of video, this upcoming series of blog posts is going to explore the role of video marketing within an overarching marketing strategy for your brand. We will look into how to plan your videos based on deployment context, capturing the heart of your brand through video and then conveying that to your customers, other forms of video (eg. animation) which may suit your brand message best and where to distribute / publish your videos for maximum impact.
But before all that it’s incredibly important to first work out…
what do you / does your business stand for?
This is about defining the philosophy that underpins your business and is ultimately what will (if done correctly) drive every decision made within your business.
Those who have a more developed marketing strategy may already have this sorted, but if you haven’t drilled down to understand this then I highly recommend starting here. Even if you feel you already understand this, it’s important to re-evaluate periodically as your business grows and develops to meet ever changing market and societal needs.
Start by taking time to look at businesses and people you admire and write down what their personal / business philosophies are. These can be people or businesses that you know personally, deal with professionally or are well-known globally. The important thing is getting to understand what it is you admire about them.
Once you’ve taken the time to understand those you admire, it’s time to focus on your company. Start by writing down words to describe your business at its best. These might be words that you feel describe your business as it currently is, or words that you would like to be able to use to describe your business in years to come. What’s important is that when you write them down they resonate with you. Aim to write about 25 words in total but don’t worry if you write a few more or less.
Finally, once you’ve written your list start narrowing it down, working until you are left with roughly 5 words which really mean something to you and truly represent what you want people to think when they see your company logo.
What you will be left with is a guiding set of principles that form your overarching business philosophy. Every decision you make in relation to marketing, customer acquisition, business growth etc. should use your philosophy to guide you in the right direction.
Next week I’ll start looking into taking your philosophy and implementing it through a coherent video marketing strategy.