Everyone says you need a strategic marketing plan, right? In fact, you may feel like you're getting hammered with that little bit of advice (including from us). Then you find out you need a marketing foundation to build it on. That’s not so bad; until you discover the foundation has parts that need to be included.

Wait, wut?

Since when does a foundation have PARTS? It’s like, a simple slab of concrete with a few load-bearing walls. There are no parts to a foundation! Are there? Argh!

Turns out, as long as we don’t take it too literally, there kind of are parts to a foundation. Plus, and more importantly, we have to remember the purpose of a foundation: To distribute the load of the structure – your marketing strategy – over a large bearing area to bring the intensity of loading within the safe bearing capacity.

In other words, as a metaphor, your strategic marketing foundation must be able to bear a pretty heavy load or your marketing plan may collapse. Then where are you?

With a metaphoric roof and four walls crushing your hopes and dreams of success! (Youch!)

Identify the Parts of Your Marketing Strategy

Now that we understand how the foundation of your strategy supports your marketing plan, supporting and keeping it functioning properly, let's take a look at some of the component parts you need to put in place.

All of the preceding begs the question of exactly what that foundation you’ve worked so hard to build will be supporting:

Identify your ideal client – Who do you want to work with and whom do you think will want to work with you? Have you answered these questions? You need a profile of precisely whom you will be targeting in your marketing plan. Without it, you're going to be all over the place with your messaging.
Create your unique customer avatar – Success is in the details. An avatar helps you take that profile to the next level and makes the ideal client real to you. Instead of trying to appeal to some kind of vague “them”, the focus of your marketing message will be on individuals with an identity, the real human beings who will benefit from doing business with you.
Hone and build your individual brand identity – Who are you? What do you have to offer? How do clients relate to you? All of these questions (and more) must be answered as part of establishing yourself as an expert in your niche. That is where brand identity comes from.
Narrow your target market to engage them more effectively – You simply can't be all things to all people (and you must stop trying). While it might be nice if every person on the planet wanted what you're offering, that is simply not realistic. You need to fully commit to the ideal client profile you’ve created and accept that your client avatar includes your entire audience.
Build your initial market strategy on these foundational steps – Wow. That looks like a lot of market research and planning, doesn’t it? It sure does. And, once you complete it, you'll have a concise, straightforward approach to basic marketing concepts and the foundation of your strategy. Yay, you!

Truly, nothing that lasts can be built without a solid foundation. Plus, considering the stress and confusion of the past couple of years, overcoming uncertainty and even fear of failure moving forward could be really tough. The solution then is to take bold action that will enhance your online reputation, build brand awareness, and engage with your target audience in ways that lead to conversions!

If you’d like to learn which sorts of strategic marketing foundation and strategies will work in the interior design and luxury furnishings industry, Ted remains available with practical, industry-focused strategic marketing tips. With more than 25 years of experience, he could be an invaluable resource on whom you might rely to grow your business.

For business consulting to the trade… Contact TD Fall today.

Even though you’re spending hundreds (or thousands) of dollars on brand building each month, your audience isn’t growing. You’re only followed online by a few clients, some bots, and your mom. (Yeah, not even your dad is paying attention to your online marketing efforts!)

And so, for a change of pace, instead of a lengthy introduction to our subject by explaining how difficult building your brand is and why it’s so important, let’s do this. Let’s assume you already know those things and are frustrated by the time, effort, and expense to do it. That way, we can go straight to how you can get it done.

5-Step Brand Building Strategy

If you're like many entrepreneurs and small business owners, your business refuses to grow despite all the work you’ve done to market yourself. But, despite the poor return on all of your efforts, you feel obligated to continue because you know you need an online presence.

1. Consistent Messaging is Marketing Gold

Consistent messaging throughout every platform is vital to building your brand. This includes the content you create, the logo and graphics you use, images, and the calls-to-action for your target audience. This last can change according to the type of strategy you're promoting, e.g., list building, engagement, special deals on products or services, etc.

Inconsistent messaging does more than simply confuse your audience, it also creates doubt in your abilities and expertise. For example, if your social media content diverges significantly from the messaging on your website, you create uneasiness and questions in the minds of your audience. When this happens, rather than contacting you for answers, it’s far more likely they’ll simply move on to a competitor whose messaging is clear and (yes!) consistent to them.

Once they leave, it’s unlikely you’ll ever be able to bring them back.

2. Your Identity is Unique, Make Your Brand Unique Too

Separating yourself from your competition can be extremely challenging. However, being unique in some way(s) is what brand building is all about, i.e., creating an identity that has a singular impact on your target audience.

Focus on who you are. Share your vision and mission, which stem from your purpose. Do all you can to make yourself real in the virtual world where you’re doing business. These are the things that make you more human and will separate you from your competitors, before you even describe your business, your products, or your services.

Video is a great tool for doing this type of brand building. The cool thing about using video to create an identity and reputation online is that they don’t have to be long. In fact, the best videos are quick, laser-focused on solutions, and highly targeted to your audience.

What should you include in your 2-to-3-minute branding videos? One subject. Expert analysis. Solutions. Call-to-Action. That’s all you need to gradually build your brand and online reputation through video marketing.

3. Poignant Messaging is Powerful Messaging

Emotional appeals are an incredibly powerful part of your messaging. This requires consistent messaging about the benefits of doing business with you. Not features. Not tech. Not changing the world. Benefits to your target audience!

If this somehow sounds selfish, that’s OK. Your goal is to cater to the self-interest of your audience, after all, so don’t get distracted by things that do not reinforce that benefits-based message. Always work to answer their most important question, “What’s in it for me?”

Whether your goal is to make people feel better, their homes look better, be more comfortable or more productive, a positive result is what they are looking for. At this point in your messaging, it is absolutely not about you… It’s all about them!

4. You Need a Loyal Audience

Creating loyal followers (and eventually paying clients) is only possible if you display your expertise and honestly share the benefits they’ll receive from first engaging, and ultimately working, with you.

Your audience is your most valuable asset and by engaging with them and showing interest in their comments, you can keep them coming back. Once they show interest, by subscribing to your email list for example, you have a valuable opportunity to pique their interest further and engage them on a deeper level.

This is the stuff of dreams for any online marketer because you now have a chance to build a relationship that has a high probability of conversion. How you handle these opportunities will determine the long-term success of your business. And it all comes from implementing a solid brand building strategy.

5. Always Ask Them to Take Action That Benefits Them

Ultimately, the goal of your online marketing efforts is to compel your audience to take action that benefits you, and them. (Don’t ever forget them!) Whether your short-term goal is to get them to subscribe to your email list or take some other step that will lead to increased engagement, you need to get them to act.

These various types of activities are designed to help you begin building a relationship with them that will, eventually, lead to conversion; that is, making a sale. Your consistent emotional messaging combined with your unique identity and poignant appeals will create the loyalty that will entice them to act and do business with you.

Now, back to the intro we didn’t make you read… Yes, building your brand and a unique identity may be the most challenging part of your marketing strategy. But, just like that marketing plan, a strategic approach will be a huge benefit for enhancing your online reputation and your brand.

Business Branding Help

It goes without saying that we at TD Fall will do all we can to help. And Ted is always available to work with you on an individual basis, consulting on how your business can best respond to the shifting needs of your design and furnishings clients.

With more than 25 years of experience in the luxury furnishings and interior design industries, he has pretty much seen it all. So, if you're ready to work with a professional consultant who can help you with marketing and brand building, feel free to… Get in touch with TD Fall today.