When you’ve launched your value proposition it’s vital that you don’t chop and change too much. This is the hardest thing for an entrepreneur to hear, but it really undermines your credibility to immediately start talking about another shiny new toy shortly after you’ve launched. It kills the marketing momentum you could build.
You need to be out in the market spotting trends (consistent big market changes like people wanting to buy online) but not jumping on every new fad. Not every business needs an app, but I remember when everyone developed one simply because it was new, only to find it wasn’t relevant! If something doesn’t support your proposition and doesn’t solve a problem your customer has or expects you to solve, then don’t do it. Why? Because your team will think that’s now the focus and stop playing your Brand Symphony.
I have worked in many organisations where employees were waiting to see what the next shiny new toy would be before they committed to what had just been launched. Nothing really gets enough traction to become successful because nothing is given enough time to. It was a great way of avoiding being accountable for delivery and killed marketing momentum.
Of course, you want people to create and innovate. Be careful to get them to frame the benefit of their proposal and maybe try and have a forum a couple of times a year where new ideas can be seriously discussed without distracting or derailing people from your brand performance.
Ask for new ideas to be considered in light of the following questions, the answers to which should fit on just one page:
- What’s the idea?
- What problem/pain point does it solve for the customer?
- What problem/pain point does it solve for us?
- How does it strengthen our established value proposition?
- How will it make or save money?
- What parts of the customer journey will change, specifically?
- Who or what resource will need to be involved to implement?
- What’s the headline for the press release we’d launch with?
Allow time to build marketing momentum
Imagine if a conductor walks off the stage half-way through an orchestral performance because she’s a bit bored with it after the three concerts already performed this week, and the seven rehearsals before that. For the conductor they’ve already done it 10 times.
For the audience it’s the first time they’ve heard it. They deserve it to sound as good, if not better, than the first time you performed it.
It’s the same with your song; your value proposition. By the time it’s launched you’ve already lived it for six months. Some of your employees aren’t yet at that point – it’s still a few weeks old to them so it needs time to embed. And your customers certainly haven’t heard it enough to recall it – without time to build marketing momentum.
For a value proposition to really embed it needs about 18 months in the market. That’s driven by consistency and frequency in everything you do to reinforce it. That’s what marketing momentum is about.
Think about all the people your Brand Symphony can add value to. Every single one deserves to hear your performance.
So get used to conducting it.
Jill Pringle is a brand marketing consultant. She can work with you to better define your audience, your value proposition and a marketing strategy that will build momentum. Connect with Jill on LinkedIn – click here.