Clarifying your business identity
Your marketing can be very costly if you are not communicating a clear and accurate identity for your business. A recent client of mine owned a small chain of upscale massage clinics and his past marketing was conveying a near–luxury type of spa experience…though after visiting the business and doing a briefing with him, it was clear that the business was more about therapy and healing. His desire to present a certain image led him to communicate an inaccurate (and ineffective) market position for his business. How you are presenting your business through all communications channels needs to fit your value proposition. It needs to represent the unique value your business provides. If the position is not accurate, your communications will not reach your true target market. — Darren Ballegeer
