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In essence, your brand is your promise to your customer. It is a declaration that tells them what they can expect from your products and services, and it should clearly differentiate your offering from your competitors.

Defining, articulating and communicating your brand can be challenging, time-consuming and uncomfortable. It can feel like a journey of business self-discovery at times, but there really are no shortcuts. Get it right and the outcome will produce better quality leads, more conversions, loyal customers, brand advocates and brand promoters.

So, if you are already competing on price, technology or innovation, the steps below will put you on a clear path to success.


Why Do You Do What You Do Image

GOAL: To clearly define, articulate and communicate your company's 'WHY'.

The first step is to understand WHY your company exists.

This is more than just making money or freedom from the 9-5 grind. What is your deeper purpose, the real reason you get up in the morning?

Your 'WHY' doesn't have to be altruistic or groundbreaking, but it does need to be something that resonates - it's about having a purpose, a reason for being. It's what drives you and your team, and it should be something that you are passionate about.

Some companies exist to make the world a better place, others to make people's lives easier. But whatever your reason for being, it needs to be clear, simple, solves a problem or challenge and easy to communicate.

Once you know your 'WHY', it needs to be at the heart of everything you do.

Who is your product or service for image

GOAL: To be able to clearly define, articulate and communicate WHO your product or service is for.

The second step is to understand WHO your product or service is for.

This is about your target audience or a group of people or a specific sector that will be most interested in what you have to offer. Once you know your target audience, it's important to understand their needs and wants. What are their challenges and how can your product or service help them overcome them?

In step five, we'll drill much deeper into WHO your product or service is for when we build a set of personas (semi-fictional characters that represent a segment of your target market)

How Do You Help Your Target Audience image

GOAL: To be able to clearly define, articulate and communicate HOW your products or services solve problems and/or challenges.

The third step is to understand HOW you can best help your target audience.

What problems or challenges are your target market facing? How do you help them solve these problems or meet their needs?

Your product or service should be the ideal solution your customers have been searching for. It solves their problem or helps them overcome a challenge but it also fits into their lifestyle and meets their needs.

The Customer Experience Module image

GOAL: Describe the experience you want your brand to create, how your customers will feel and what you want them to remember and say about doing business with you.

The fourth step is to create a customer experience that will differentiate you from your competitors.

Your goal should be to make it easy for your customers to do business with you and to have a positive experience every time they interact with your brand. This means making sure all your channels and touchpoints - online and offline - are working together to deliver a consistent message and experience.

Who are your target personas image

GOAL: To have a set of personas that can be used to create highly targeted marketing campaigns.

The fifth step is to create buyer personas.

A persona is a semi-fictional character that represents a segment of your target market. By creating personas, you can get a better understanding of your target audience and what motivates them. This will help you create targeted marketing campaigns that are more likely to resonate with them.

Value Proposition Image

GOAL: To create a clear, concise and compelling value proposition, that addresses your personas pain points with relevant, qualified value and unique differentiation.

The sixth step is to create a value proposition.

Your value proposition should answer the question, "Why should I do business with you?" It needs to be clear, concise and compelling. It should also address your personas pain points and highlight the relevant, qualified value you offer them. And, most importantly, it should be unique and differentiated from what your competitors are offering.

In summary, your value proposition is what will set you apart from your competitors and it's what will motivate your target market to buy from you.

Core Marketing Message image

OUTCOME: A core marketing message that: gets to the point, takes the customer's viewpoint, uses familiar language, that feels informal and says something to make you stand out from the crowd.

The seventh and final step is to create a core marketing message.

Your core marketing message should be the foundation of all your marketing communications. It should be short, to the point and take the customer's viewpoint. It should also use familiar language that feels informal. And, it should say something to make you stand out from the crowd.

In summary, your core marketing message should be a simple, clear statement that articulates the main benefit of your product or service. It should be based on a deep understanding of what your target market wants and needs.

The Completed Brand Foundations

From invisible and lost to unmistakable, irresistible and remarkable.

The Brand Foundation programme is much more than just a branding exercise - it's a comprehensive process that will help you to build a strong, successful, future-proofed business that will stand the test of time.

Your business will be able to build a long-term strategy that is both customer-centric and market-driven. You will be able to create a clear vision for the future of your company, which will, in turn, motivate and inspire your team to achieve great things.