Even at a young age, these kids knew about branding, messaging and positioning.

He wanted to be a zookeeper and she wanted to be the first female president. It’s important to have a vision for the future, even if you later change your mind.

Our society encourages children to think about what they want to be when they grow up. We know that following any career path requires years of preparation and a series of choices not to pursue other options.

Likewise, business gurus encourage company leaders to plan for a firm’s future by writing strategic plans that look ahead 3 to 5 years. The goals set in the plan are meant to prioritize preparation steps and influence choices between staying on track and veering off in a new direction.

While reserving the right to change the plan, savvy business leaders begin immediately to make decisions aligned with those goals. They understand that acting now in accordance with their vision for the future can propel the company forward with the power of self-fulfilling prophecy.

Marketing decisions are a key priority in the preparation. The sooner you begin evolving your branding, messaging and positioning, the sooner you will be the company you want to become.

Start with the way you present the company on its website. For example:

  • Branding. Will your company name, logo, tagline – or all three – no longer be a good fit when you reach the goals in your strategic plan? If so, begin now to execute a brand evolution or rebranding to fit the future vision.
  • Messaging. Let’s say you offer four services, practice areas or product groups and present them all as equally important. Due to changes in demand, shrinking profit margins or something else, your plan is to ramp up the most promising service to 50% of revenues, grow two others to 25% each and phase out the lowest performer. Starting now, divide the prime real estate on your website to match the planned percentage of revenues from each service. The low performer doesn’t have to be removed from the site entirely until you no longer offer it, but move it to sub-prime space on the site.
  • Positioning. If you currently position your company as the low-cost provider, but your plan is to become a mid-priced provider, remove all references to lowest cost and replace those messages with statements that emphasize value.

When your website is telling the world about the new you, the inquiries you get will be the kind you want. That will move you closer to your goals more quickly than any other action you could take.

Have a marketing challenge? Call Kim Landry at 484-829-0021 or email [email protected]

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