{"id":16080,"date":"2024-09-18T13:45:25","date_gmt":"2024-09-18T18:45:25","guid":{"rendered":"https:\/\/www.webii.net\/blog\/?p=16080"},"modified":"2024-09-18T13:47:41","modified_gmt":"2024-09-18T18:47:41","slug":"brand-and-marketing-development","status":"publish","type":"post","link":"https:\/\/www.webii.net\/blog\/brand-and-marketing-development\/","title":{"rendered":"Why Defining Your Organization\u2019s Strategy is Key to Brand and Marketing Development"},"content":{"rendered":"
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\u201cCan you or someone you recommend help us design and build our website?\u201d is a question I often get asked. My response is usually to ask a question: \u201cDoes your organization (whether for-profit or nonprofit) have a defined strategic direction (Vision, Mission, Values, Purpose) and brand guidelines? If so, that\u2019s great and I\u2019d be happy to put you in touch with someone.\u201d<\/p>\n

However, if the answer is no, my advice is that before you spend a lot of time and money on building a new website or creating other marketing collateral, you need to start by stepping back and answering who is your organization, what are its desired outcomes, and where do you want to be in the mid- to long-term?<\/p>\n

By all means, if you\u2019re a startup and must have a website now, purchase the necessary domain names<\/a> and create an inexpensive holding site with the basics \u2013 about, how to contact, services, etc.<\/p>\n

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\u201cDoes your organization (whether for-profit or nonprofit) have a defined strategic direction (Vision, Mission, Values, Purpose) and brand guidelines?”<\/em><\/h2>\n<\/blockquote>\n
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This may sound obvious. However, it is not unusual for a business or nonprofit organization not to have a strategic direction outlined nor a defined look and feel for their brand. I hasten to add that addressing either of these does not have to be complicated. You simply need a clear view of the who, what, when, where, why, and how of your organization that will serve as the foundation for internal and external communication, branding, taglines, website development<\/a>, social media outreach, partner relationships, and more.<\/p>\n

\"Brand

Brand positioning airline example concept illustration<\/p><\/div>\n

Basically, there are four parts:<\/h3>\n
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  1. Positioning<\/strong> – defining your organization\u2019s purpose (the who, the what, the how and the why)*. The first step is to do a positioning statement. It forms the basis for your messaging. Does it differentiate? Does it resonate? Is it believable? What unique value do you provide? The objective is to communicate a differentiated, relevant, and lasting value proposition to gain a competitive advantage.A great example of positioning is Southwest Airlines \u2013 Rather than defining themselves as being in the airline business, they position themselves as being in the customer service business, they just \u201chappen to fly airplanes\u201d to provide that service. This positioning is consistent and permeates throughout the organization. They understand that if you want happy customers, you have to start by having happy employees so they ensure their staff is well trained and understands the positioning.<\/li>\n
  2. Messaging<\/strong> \u2013 once you have the positioning statement, you can move on to develop targeted content to communicate your messages to specific audiences and take into account the way you\u2019ll be communicating \u2013 website, presentations, social media and so forth. The key is a consistent purpose statement that I call base messaging, which can be adapted to your audiences, rather than reinventing the wheel each time = a great time saver. Also to ask, does our messaging reach the relevant audiences in an appropriate way? Often, when developing a marketing campaign or simply explaining to people about the organization \u2013 in a meeting, on the website, on social media sites and in other materials \u2013 an organization will explain what they do and how it works. However, very often they don\u2019t say why they are doing it, which is usually crucial to engagement.<\/li>\n
  3. Branding<\/strong> \u2013 as you all know, the overall identity for your organization depicts who or what it is and why it exists. It\u2019s how your organization is recognized by current stakeholders and it is the first impression for others who don\u2019t know it. Managing brand consistency across all outlets and channels is essential if you want to stand out and accelerate your organization\u2019s growth. Brand inconsistency is a common brand management mistake, which gives off mixed messages and often causes confusion for potential stakeholders.<\/li>\n
  4. The final piece of Strategic Identity is Communication itself<\/strong> \u2013 Communication in its broadest sense is critical to the successful execution of any strategic approach. Communication runs or should run through everything, bringing all the pieces together. Through an intentional communication strategy, getting engagement throughout any process from key stakeholders, whether staff, customers, vendors, partners, media, or influencers is critical to achieve buy-in. The challenge is when everyone assumes that communication is a given \u2013 it\u2019s so obvious, it will take care of itself. The result is that it often doesn\u2019t happen, or at least not in the impactful way that it could. It is essential that communication is considered as part of the overall strategic conversation.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n
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    Once you have your overall purpose, brand look and feel defined, then the next questions to ask before building your website are: What is the purpose of the website? What are the desired outcomes from the website? Who are you intending to reach? Have you identified your target audiences for this and other marketing materials? Are you selling something? If so what kind of product or service is it? What resources will the website need such as merchant accounts or PayPal or the like links? Where is your target market \u2013 online anywhere, in your geographic region, nationally, internationally or??? Is the website simply informational or will it be used to engage potential stakeholders in your mission?<\/p>\n

    Conclusion:<\/strong><\/h2>\n

    So, back to the original question: \u201cCan you help us build a new website?\u201d The answer is \u201cIt depends\u201d. First you have to decide what it is you are trying to accomplish? What is critical for the long-term success of your organization? Do you have a clear strategic direction and consistent positioning, messaging, and branding, which will form the basis for all your communication, whether internal or external? Simply building a website that does not reflect your organization\u2019s purpose, who you are as an organization, and what differentiates you from others, can ultimately produce little or none of the results you had hoped for.<\/p>\n

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    \u00a9 Text by JBL Strategies 2024<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n

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    About the Author<\/h3>\n

    \"JaneJane Baxter Lynn<\/strong> is an experienced communication strategist with more than 30 years of global, national, regional, and local senior level experience in internal, external and crisis communication, business development, marketing, advocacy & policy-making, and nonprofit management. Her emphasis is on assessment, coaching, facilitation, planning, change management, strategy, and leadership development. Her mantra is clarity, consistency, and relevance.<\/p>\n

    During her career, Jane has held senior communications positions in Fortune 500 companies in South Africa, Europe and the United States. In more recent years, as founder and strategic advisor at Austin-based JBL Stratagies<\/a>, she has dedicated her work to supporting more than 150 nonprofit organizations to address their long-term co-developer of a unique integrated leadership, strategy, and communication model Strategic Leadership Essentials\u00ae<\/a>, which forms the basis of her advising and leadership development services.<\/p>\n

    Jane is founder and chair of Women Communicators of Austin\u2019s Peer Mentor Program, for which she won the WCA Gene Waugh Award for Mentoring in 2014 and WCA outstanding member award in 2019.<\/p>\n

    Jane is married to Texan Frank Lynn, lives in a 5-star green rated home that they designed and built in downtown Austin, and loves the City\u2019s vibrant music scene.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Does your organization (whether for-profit or nonprofit) have a defined strategic direction (Vision, Mission, Values, Purpose) and brand guidelines? Learn about four essential parts of brand and marketing strategy.<\/p>\n","protected":false},"author":51,"featured_media":16092,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[304,6,125,300],"tags":[521,520,522],"class_list":["post-16080","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-marketing","category-small-business","category-www-learning-center","tag-brand-and-marketing","tag-brand-positioning","tag-marketing-strategy"],"acf":[],"yoast_head":"\nBrand and Marketing Development - Why Defining it is Key<\/title>\n<meta name=\"description\" content=\"Does your organization have a defined strategic direction and brand guidelines? 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