When it comes to weight loss, most people dive right in headfirst. They buy fancy shoes, wristwatches, wireless headphones, workout gear and the membership. Then they say “Tomorrow it starts”.
The next day they wake up energized and ready to kick ass.
They hit the gym, work up a sweat and feel great about their progress.
A couple of weeks go by and the interest begins to wane.
A month later, all that fancy gear begins to collect dust.
What’s the problem with this?
I see the same thing happen with business owners when it comes to marketing.
They will come out swinging for the first week or so and eventually the interest slowly fades away.
How does this happen time and again?
Like the weight loss person, they dove in headfirst – without a plan.
A marketing approach like this causes business owners to lose money, sleep and desire to do any future marketing. When someone asks them about marketing they will scoff at the thought and give their pessimistic view of the whole industry and process. Saying, “It doesn’t work for me.”
It’s a painful story.
But there is a solution.
Since 2010, I saw a need to change this stupid cycle that seems to repeat itself way too often.
I took a hard look at business owners and their pain and suffering. I began seeing deficiencies with their brand that could be fixed once and never have to be touched again.
As I began researching and examining small and medium businesses (SMBs), I turned around and stared at Fortune 500 companies. I noticed that all of them had a brand….obviously. As I dove deeper I saw how their branding was so cohesive no matter the marketing channel. But it goes much deeper than that.
What I saw within their brand was a brand book. A written document that details who they are, what they do and why they do it were outlined for everyone to see.
I thought to myself, “Why the hell doesn’t every business have this?” The only logical assumption I could come up with is that SMBs probably think it’s way too expensive to have one developed.
Well, it’s not expensive and all SMBs need to have a Brand Bible.
But before we go further you need to understand something important about your customers.
Today’s consumer is bombarded with many choices. The marketing channels they frequent are nothing more than a bullhorn with thousands of blowhards pushing one another aside to get their piece in. It’s savagery.
How do smart SMBs fight for eyes and ears in such a crowded marketplace?
The simple explanation is they create their brand the right way. Getting a Brand Bible developed for their company.
Before having a Brand Bible they would have to repeat themselves time and again to every new marketing contractor they hired. Each time they discussed their brand with these people, their story is adding and deleting information. They were changing the way contractors viewed their brand ever so slightly. With each tiny change, their brand became inconsistent and confusing.
Now with a Brand Bible in hand, everyone is on the same page, including the business owner.
It’s safe to say you may already know who you are, what you do and why you do it. Question is, do you have it written down for everyone in your company to see and read? Do your marketing contractors have a copy?
You are doing yourself and those you hire (employees and contractors) a disservice by not having this book available for them to examine and familiarize themselves with your brand.
If you have 5 or 10-year goals, this book will be super important to the growth of your company.
You might be thinking right now, “It’s JUST a book, isn’t it?!”
No, it’s more than that.
A Brand Bible is more than an outline of who you are, what you do, and why you do it. It’s your accountability partner. It keeps you laser-focused and consistent when you begin to market your brand.
You now can attract the right employees and customers with confidence. Onboarding both segments becomes easy, consistent and laser-focused.
You are no longer shooting from the hip or asking others for input on who you are, what you do, and why you do it. You take over the driver’s seat and can now keep everyone else on the same path. Ensuring your customers and employees are always getting the same, impactful messages no matter what medium you choose to deliver those messages.
Marketing becomes easier with a Brand Bible and marketing contractors will love you.
In the past, you would be at the mercy of your marketing contractor. Hoping they do a fantastic job at explaining who you are, what you do, and why you do it. Look, they ARE trying to do the best job they can for you but if you supply them with limited information, they won’t be able to give you kick-ass results.
A Brand Bible helps them deliver amazing results.
If you value your business and have a vision for its future, a Brand Bible will help you get there. After it’s completed, it’s now a living and breathing document that can be referenced at any given time.