Another great post from The Entrepreneur.com
Truly defining your business is a critical first step in developing your marketing plan. Through a continuing series of stories, we’ve been examining how to build a compelling brand experience that will drive customer loyalty — highlighting the principles of big brand marketing so that small business owners can replicate those kinds of successes. But before you can start building your brand’s experience for customers, you need to take some fundamental first steps to define the kind of brand you want to be.
To guide our marketing plan, we need a very well-crafted statement of the type of business we are in, the type of customers we serve and how we serve them. We have to define what we stand for and the types of products and services that our customers can expect from us. This truly is the first step in the branding process.
Read more: http://www.entrepreneur.com/article/226603#ixzz2Sog8yuWs