There are four cornerstones of long-term, sustainable, business success:
Each of these elements must be in place to ensure your marketing success and long-term business sustainability. While these cornerstones are invaluable, it’s imperative that you deliver on your promises. We’ll talk more about that later.
In order to get your big mission and message out into the world your message must be in alignment with your core values and the value you deliver. I often say values equal value. It’s vital that your CORE message is clear and compelling.
For example, I teach, train, and transform with my simple, values-based, 3-step “Challenge.Solution.Invitation.” framework to create marketing messages with integrity and improve all communications by highlighting PASSION points instead of poking at pain points. THIS is the CORE message of my brand and everything that I offer is in alignment with this message.
People are often confused about what a brand really is and so it’s important to break down the elements of a brand. I say stand by your brand and take a stand for something because if you don’t stand for something you’ll fall for anything.
Planning and strategy are vital to business success. You need to know where you are going in order to get there. In addition to your business plan, you’ll need a Content Strategy Plan. This is basically your marketing calendar for the year (or, at a minimum, 90 days).
Once you have these three foundational pieces in place, it’s time for the final cornerstone… it’s time to share your magic in the spotlight via media exposure aka publicity and PR. Of course, you’ll need a plan for that, too.