Photo By mshades (Flickr)
In working with our Fortune 1000 clients I have come to see that we all can learn a few things from these Big Boys. They may miss the boat on some things, but they get a lot right. Let's review.
Strategy Before Tactics. Big Boys figure it out upfront and then develop a tactical plan to achieve their goals. First, they figure out the brand's positioning. A positioning statement helps you chart your path to success because it lets all your audiences - internal and external - know where your organization stands in the battle for your consumers' minds.
A positioning statement expresses how you wish to be perceived. It is the core message you want to deliver in every medium. Your positioning statement will be found where three items intersect:
- your business acumen/aspirations
- your market
- what truly differentiates you
Do this first and the tactics will naturally follow.