How often do you read about the importance of targeting in lead generation campaigns? Always right? Now, compare that to how many times you’ve been told to know who you are.
If you’re scratching your head right now, you should know that no lead generation strategy is going to work if your organization’s suffering from an identity crisis.
Knowing who your company is as a brand is another basic but these days, the advice immediately swerves into a sermon on targeting. That’s not to say targeting isn’t important at all. (On the contrary, it’s a still critical part of any marketing strategy.) It’s just that you don’t see much talk about firmly establishing your company’s identity.
Maybe it’s because it’s so basic. After all, you were already supposed to have the whole mission-vision deal over and done with once you’ve literally started a company. But what most people forge is, well, they forget.
In an age where the demands of social media and content marketing put you at the mercy of a critical audience, the risk is even greater. When you’re too caught up trying to please a certain market, there’s a chance to lose sight.
But it’s because of that risk that you need a firm identity as your North Star. Without it, you only make things worse by:
- Confusing the role of sales, marketing, and everyone else – Without an established brand identity, it won’t be very clear when you try to outline who will be creating content and who will focus on core functions. Not everyone is cut out to do one and then the other.
- You won’t know who’ll like you – If you can’t even understand your own market value, how are you going to figure out who else will? Nobody else is going to do that for you. Not your market researchers. Not your prospects. You can’t align your identity if you don’t even have one.
- You can’t outsource the rest – The problem of alignment extends to outsourcing decisions. There’s no point in outsourcing the rest and doing your best when you don’t even know what your best is.
It’s likely that the reason why these sort of problems crop up is that people treat the establishment of a mission and vision with a lot of finality. It’s like there’s an assumption that nobody will challenge it or that something will eventually cause it to change too quickly.
The truth is that sticking to your brand identity is a continuous process. You don’t just have to determine it at the start. You have to affirm it both in the way you outsource and in the way you establish a target market.