Our favorite starting-point when clients need to grow their business is a brand positioning because most emerging businesses are trying to do too much with too many target markets. Trying to do too much usually results in a lack of focus that slows growth and does not effectively build the brand. Remember when Las Vegas tried to appeal to pleasure-seekers AND families? The result was a diluted message that appealed to neither. Pick your target market, what you offer them, how you’re different and your clear, concise message. It builds the foundation of your brand – – – and growth will follow.
Doug Bruhnke, President/CEO of Growth Nation (www.growthnation.com)