Tip 1: Determine your ambitions for the long term

What are the ambitions of your company? What do you want to achieve? Where will your company be in 3 to 5 years? By determining your ambitions you can get started with branding and marketing and connect employees and customers to the larger vision/dream of your organization. Do you recognize yourself in one of the ambitions below?

• realize growth
• increase market share
• attract correct customers
• distinguish from competitors
• recruit new employees
• prepare a company for sale or continuation of the new generation
• Hook up on market changes
• Communicate takeover or merger
• grab opportunities that 'online' offers
• Be sure of the right marketing approach

Tip 2: focus on your customers

What are the needs, dilemmas or problems of your customers? What is their desired outcome? By putting your customers at the center of your communication and to respond to their needs you increase your relevance and effectiveness. You can approach customer needs from different angles:

• Functional needs: the task that your customer wants to complete
• emotional needs: how your customer wants to feel in that circumstance
• social needs: how your customer wants to be seen by others

Tip 3: Make a promise to your customers

What do you promise to your customers? How do you solve their greatest need, dilemma or problem? By formulating a sharp brand promise you answer the greatest need of your target group. You confirm their feelings and desires and give them the reason to choose your brand. A strong brand promise meets the following three conditions:

• tells what you have to offer
• tells what your target group needs
• tells what the market does not say/offers

Tip 4: Show that you can deliver on your promise

What evidence can your company offer to support your promise to customers? It is important to provide evidence with the promise you make. Not only show evidence if customers are already in conversation with you, but also do this when they are not yet aware of their needs and the solution or when they are still orienting. Examples of evidence (reasons to believe) are:

• Clever experiences/reviews
• number
• operating results
• Projects/Cases
• Brand awareness/authority 
• future -proof
• Experience organization/people
• Bekhlets/Guarantees

Tip 5: Take ownership for marketing

Who is responsible for marketing? Can you realize your ambitions with your current marketing team (& partners)? Determine the responsibilities within your marketing team. Who does what at what time? Involve partners/agencies if you do not have the capacitation within your team to achieve your goals. Below is an example of an effective marketing team of 4 people:

• Marketing Manager (monitoring/realizing positioning & marketing plan)
• Content Manager (copywriting, Management Social Media & Website)
• Online Marketing Specialist (SEO, SEA, Social Advertising)
• Content Creator (design of brand expressions, monitors visual identity )

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