Brand shorthand: the power of brand templates

Say you’ve just created a powerful campaign to market a complex product (a car, for example, or a real estate development). Then, a couple of key people on the business are transferred onto another account, or they move to another company.

A year later, you’re called upon to market a similar product. If you’re like most of us, you start again from scratch, with a foggy recollection of what worked and what didn’t.

Templating is a an easy, highly effective solution to this problem.

Brand templates help you focus on the essentials

I just helped one of my clients template their entire sales and marketing program. This isn’t the same as laying out templates of ads: rather, it’s templating all the elements of the brand that need to be ‘nailed’ prior to talking tactics; templating the questions you need to ask to establish the buyer personas; templating the buyer stages; and, of course, templating the specific marketing tactics you used.

Brand templates create consistency – and less headaches

Creating this sort of template ensures a consistent approach to your marketing and communications, without stifling anyone’s creativity. What’s more, it adds a valuable asset to your company – something that investors down the road might find extremely attractive!

Check out this video to see how it’s done.

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