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I have been working as a marketer for over 13 years now. In all those years I have encountered people and theories that have shaped my knowledge and skills, or have inspired me. Over the years I have noted down every valuable insight in a notebook (yes, an old-fashioned paper notebook); my personal marketing bundle, which helps me to be effective in my work.
1. Choose
You can’t be everything to everyone; then your brand will be diluted and your message will be confusing. Make conscious choices and build a strong brand and strong target group relationship with that.
2. A strategy is more than a set of goals you aim for
A good strategy provides insights into how to achieve your goals and adapt to changes along the way, without prescribing exactly what needs to be done. It is a coherent plan that provides direction and ensures that every action contributes to a larger whole.
3. Think big, start small
That dot on the horizon is very important, but without feasible steps you will not reach it. By breaking down your vision into concrete actions you make your strategy tangible and feasible, also for your team that helps you achieve the goals.
4. Consistency is key
Consistency in brand identity and messaging is crucial to building recognition and trust. No matter which channels you use, make sure your brand has one clear and recognizable voice and look.
5. Impact over popularity
Impactful marketing isn’t about the biggest campaign, it’s about the message that sticks and the changes you bring about with your brand.
6. And of course: Rule #6 (Benjamin Zander)
Don’t take yourself (and your brand) too seriously. By putting things into perspective and looking at things with humor, you create a more accessible, sympathetic brand that people can connect with more easily.
7. Be authentic