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Which should come first?

The startup marketing dilemma.

An opinion from David Farmer | CEO of Ad Giants

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Because of the pandemic, many of your Chamber members have been forced to take a long look at how to diversify their business to keep from going under. That means new products or services, and in some cases, entirely new businesses. Spinning up a company isn't for the faint of heart, but the process can be made much easier with a plan. And every plan must include marketing. So when do we need to think about marketing?

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The egg is first.

Don't jump straight to the chicken. You have the "big idea" or new product, so naturally, you want to jump immediately to execution and delivery. And making money! But in this case, it's the egg first. Before you even think of hatching your new direction to the world, it's imperative you make sure all of your ducks are in a row.

It starts at step one. The name of the company or product or service. That's marketing (or it should be). Establishing your company "voice" as well as the look and feel is fundamentally critical. But many people overlook this and save it for last. Because for generations, marketing has been viewed as something to "get customers" and if they don't come, it's the fault of marketing.

Starting with your name, we could write an entire thesis on why and how this impacts your ultimate goal. So, I won't bore you with that. Needless to say, these first few marketing tasks are WAY more important to success than most know. Here's a brief list of the key marketing areas of focus when establishing a new business or product:

1. Establish Brand Personality

2. Establish Company Goals

3. Create Brand Voice and Tone

4. Naming Examination and Selection

5. Logo Examination

6. Tagline Creation

7. Internal Brand Extension (How brand touches all aspects of the business)

8. External Brand Extension (How brand will touch all outside experiences)

9. Initial Branding Materials

At Ad Giants, we start with the plan and walk businesses through the proper way of doing it, and that means we set you up for success.

Give us 15 minutes.

We have a powerful program that's changing Chambers all over the USA. And we'd love to bring that to your Chamber and membership. We're nice people with only great intentions, not some mega-sales organization! We look forward to hearing from you.