BRANDING
“Identity is cause;
brand is effect.”
Larry Ackerman
STRATEGY
Branding is an especially powerful marketing tool for creative artists because having a brand is about knowing your authentic unique gift and communicating that gift to the people you want to attract.
In short, a brand is your vision of who you are and what you do for your audiences. It encompasses:
• a message
• that expresses what makes you unique and memorable
• and distinguishes you from your competition
• so that your target audience connects with you emotionally and wants to work with you.
“However beautiful the strategy,
you should occasionally
look at the results.”
Winston Churchill
A good business strategy focuses on a well-defined target market, with abusiness offering that matches. Think of how MINI-cooper addresses a market subsegment with a specialized product offering. A good business strategy always determines the success of a business, but what is the secret?