Category Archives: marketing plan

From Bullet-Point Business to a Brand With a Story

Chapter 2 of The Marketing Plan Podcast

Level 1  Branding: Four Questions to Write  Your Brand Story

Good stories are hard to ignore. A brand with a story is a brand that matters. Stories are especially powerful because they allow customers to gather around your business with commonality. Stories create communities. So why aren’t there more good brand stories?

Because businesses tend to present themselves as a bullet-point list of features, benefits, and price tags. Is that the best way to present your business? Not if you believe this advice from Tom’s Shoes founder, Blake Mycoskie:

If you organize your life around your passion, you can turn you passion into your story and then turn you story into something bigger; something that matters.

In Chapter 2 of The Marketing Plan Podcast, I’m going to help you write your brand story. My four, Level 1 Branding Questions will drill down into your entrepreneurial soul, and reveal the essence of your brand. That essence will write your brand story. Press play and get started.

Email Subscribers and Feed Readers, click here to listen: Creating Your Brand Story

The Level 1 Branding Questions:

1. What is your core ideology? (what you believe)

Your creed; what you stand for and the reason you exist.

2. What are your core values? (timeless guiding principles)

The decisions that guide our brand. They are your core,  you decide what they are, not a focus group.

3. What is your mission? (your purpose and reason for being)

What you accomplish for your customer, and what will you change? This is the motivation for doing your work.

4. What is your vision? (what you will become)

The envisioned future of your brand. What you aspire to achieve or create.

To learn how to turn your answers into your brand story.Listen to Chapter 2 in the player above.

Download the worksheet: Level 1 Branding Questions
Listen to Chapter 2 for complete guidance through  questions and examples of answers.

Download Level 1 Branding Questions
Click Image to Download


For updates on new articles: Receive The Marketing Spot by Email or Get The Marketing Spot in a feed reader


Admit it. You Have No Plan

Fast Company declares this as “A Nearly Complete Marketing Toolkit for Startups.” Great. Now what do you do with it? Integrate those tools with your marketing plan? Ha! Admit it. You have no plan. Don’t feel bad. Most businesses don’t. Heck, even marketing consultants who sell marketing plans don’t have a marketing plan. Some companies

How to Market a Startup

A few years ago a small manufacturer called me in to consult with them on naming a product they were already selling; an accessory to recreational equipment. It was a great product, better than the one the OEM was making. The after-thought of marketing wasn’t neglect, it was just an omission. The company had poured

It’s Never Just a Marketing Issue

If you want to bang your head against the wall, blame your business problems on your marketing. “The reason we don’t have more business? It’s just a marketing issue.” There’s the business side of things, and then there’s marketing. Umm…not so fast. Actually, they’re the same thing Over on the Brand as Business Bites blog,

What is Marketing?

Let’s start with the Wikipedia definition of marketing: Marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Holy cow, what does that mean? Sounds like Jibber Jabber to me.   College courses teach the Four P’s of

The Search for The Best Marketing Tools

Guest Post by Jason Acidre Marketing today is not your father’s marketing. It’s much broader, thanks to the internet, and has a vocabulary that didn’t exist 15 years ago; Blogging, Google Adwords, Search Engine Optimization, Social Media Marketing, and so on. These are confusing for the entrepreneur who is hard-pressed to find the most suitable

The Marketing Spot 101

Turning Entrepreneurs into Marketers Photo credit: cogdogblog Marketing Education for Entrepreneurs The Marketing Spot blog is a marketing education blog for entrepreneurs. But after three years and more than 500 articles, it’s a little tough to figure out where to start. So I’m going to point you in the right direction. The content of this

The Importance of a Marketing Plan for Small Businesses

Special bonus podcast, a re-broadcast of Fred Castaneda’s Finance For Startups podcast. The great thing about a marketing plan is that eliminates much of the guesswork associated with marketing. If you do the hard work of building a marketing plan, you no longer have to market by trial and error. Fred Castaneda recently invited me

Promoting Your Business: Use the Right Tactics

This is the third in a three-part series on how to promote your business. Part 1: The Message: How Should I Promote My Business? Part 2: The Media: The Complete (Thumbnail) Guide to Choosing the Right Media Part 3: The Tactics (Today) You might think that mixing new media with traditional media requires two different

Powered by WishList Member - Membership Software