by Kelebogile Makhafola
We spent the majority of 2020 learning new skills, joining courses, and committing to hours of virtual engagements. We, as business owners and brand leaders, had time and energy set aside to acquire new knowledge and pursue agile solutions for our business and brand activities. Let this year (moreover, this time of the year) be dedicated to processes that position your brand in the mind of your customers. It is time for the rubber to meet the road, it is indeed the time to make those insights work for your brand.
You can start by working on an effective go-to-market strategy. By doing so, you work on actionable insights that will differentiate your products and services, reinforce the benefits of your offerings, and allows you to act on ways that inform your customers through communicative and educative content. This will result in your brands' ability to persuade the behaviour of your target audience and customers.
An effective go-to-market strategy is best used when your brand is unveiling a new product or service offering. This short term, step by step journey map of your new (or updated) venture enables you as a business owner or brand leader to effectively prepare and activate key drivers such as product-market fit, marketing needs, audience and buyer preferences, competitive landscape analysis, uncover consumer insights, pricing strategies, and sales opportunities.
When you are putting together a go-to-market strategy, you should also make room for how you will effectively handle the potential increase in sales productivity and the growth driven by the various brand activities. In so doing, assessing the essence and relevance of your brand value proposition is paramount. The process can also help you outline products and service offerings that may need to be expanded, extended, reinvented, or gained. Through these different possibilities, you still want your brand to have the capability of performing optimally when you start seeing signs of growth.
It is enough, you have listened to enough podcasts, subscribed to enough newsletters, enrolled in more than enough courses. Trust yourself and invest in the process. Start working on your effective go-to-market strategy today.
At the centre of her journey, Kelebogile Makhafola is fuelled by the essence of building healthy brands. She confidently navigates her roles as founder of Maruapula Brand, being a Brand Strategist, MBA Candidate, a 2019 Mandela Washington Fellow and a Fine Artist. Maruapula Brand is a brand consultancy that enjoys fulfilling the value merged between business and art - to put up a mirror to society by curating impactful brand engagements that turn brand strategies into meaningful human-centric experiences. Her 10 years experience in the diverse creative industry has afforded her opportunities in South Africa and abroad, to inspire connectivity, ideate impactful engagements, and implement essential creative services. Her expertise is in corporate communication, brand strategy, digital communication, brand coaching, crisis and reputation management.
For more strategic brand communication assistance, please contact Kelebogile and the Maruapula Brand team.
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