Take the necessary time to establish your new store’s foundation to marketing success.
One of the most important steps you will take in launching, as well as sustaining the ongoing success of your new store is developing the right marketing voice. The voice you project should speak directly and as succinctly as possible to anyone you target as important to the success of your business. The following are four steps to help you find the voice that uniquely defines your new store.
1. Start with your new store’s mission statement
Your mission statement should sum up your new store’s goals and the principles underlying them. It should stand for what your business is all about to you, your investors, customers, employees, suppliers and the community.
It should somehow touch on every aspect of your business. Going even as far as to include the type of the products you’ll offer, quality, service, pricing, market positioning and growth potential.
In answering all of the questions it will take to complete the task, many find the process of creating a mission statement for your new store as beneficial as the final product.
2. Develop your brand position
With your mission statement established, developing your new store’s brand positioning is the next important step in the marketing process.
Your brand positioning is the unique voice from which you will start constructing a dialogue with your prospects and customers. By fully fleshing out the language and tonality of your brand personality, the unique characteristics and traits established allow you to draw in those who identify with and will connect with your new store’s brand. The more uniquely targeted your marketing voice can be, the more it will directly hit the intended target you establish.
3. Make sure everything you do is true to your brand position
Once your new store’s brand position has been determined, you’ll need to, almost as second nature, ask the question, “is it true to my brand position?” about every aspect of your new store. From the talent you cast to represent your new store in TV or radio commercials, all the way down to the type of toilet paper you have in your restroom. Every decision should be based on the brand position you’ve established.
4. Once you establish it, stick to it
Consistency is key to building on the foundation of your new store’s marketing voice. It’s like compounding interest in a bank account. You open your account, make that initial deposit and as long as you leave it alone or continue to make deposits, the results continually build over time.
Try not to trivialize the importance of this task. It will be tempting and won’t take much thinking or effort to quickly generalize your mission statement or brand position. By spending the time to dig deep and truly establish your unique marketing voice now, it will save your struggling with trying to establish or change one that customers establish for you by default.