You might be surprised to learn that a brand marketer’s greatest talent is patience. Not creativity or imagination. Yes, I know the “fun” part of marketing is advertising. Dreaming up the next great television campaign, writing clever twitter copy and doodling print ad ideas onto napkins. But until you’ve taken the critical step of defining your positioning statement, what it is you’re building toward, your ideas are nothing more than guesses. Without that statement to guide you, you’re marketing with your eyes closed. It’s the brand version of pin the tail on the donkey. Sometimes you’ll hit, but more often than not you won’t. Fun for you, but severely damaging to the brand. And yet the answer to avoiding such peril is simple: take a breath.
Don’t let your eagerness to promote a brand, takeaway from your ability to build one. Start from the beginning and don’t skip steps.