Experience tells me that most entrepreneurs simply don’t see marketing as a line item that needs to be taken as seriously as, say, their annual equipment or supply budget, and that’s a mistake. In over 20 years of working in this industry, I’ve confirmed that most entrepreneurs see marketing as an afterthought or a “necessary evil.”
Once upon a time, there was a little brand named Coca-Cola™. It was the 1920’s and Coke™ was expanding rapidly around the world. In China, shopkeepers were having a hard time spelling the product’s name in Chinese characters while keeping the same pronunciation. The literal translations of the characters, depending on the dialect, ranged from “bite the wax tadpole” to “female horse stuffed with wax.”
Every company, from the smallest one-person operation to the largest multi-billion-dollar multi-national, has a corporate identity. Simply put, the corporate ID puts a face on the company mainly through the use of a logo. But it’s more than just a surface element a consistent corporate identity adds credibility, visibility and professionalism to your organization and brand.
Defining your market is not as straightforward as it once was. Life stages, lifestyles, gender and ethnicity influence consumer choice and purchasing decisions in today’s society, rather than the traditional notion of age-defined consumer groups.
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