QUICK TIPPS

• BRAND Amid the noise and chaos of today’s market, your clean and clear brand identity is more important than ever. Infuse your brand with surprise and customer benefits. After all, your brand isn’t about what you do, it’s about what your customer experiences as a result of what you do.

• ROLE What part of your customer’s story do you inhabit? What is your most important role in their life? To find out, walk down the road with your customer for a number of days after your exchange, (either in person or in your imagination). What has changed for them? That’s the clue to your true role and the hook for all your promotions.

• POWER OF ONE When you create one great idea, with one purpose and one emotion for one target audience, you make it much easier for your customer to find you. Remember you. And want to do business with you. Pare down. You won’t lose customers because you’ve narrowed your market. You will gain customers, because you’re doing such a great job with your target base.