Building a Marketing Strategy
Building a Marketing Strategy (That Sticks and Sells)
I once sat in a meeting with a founder who said, "We need to run ads." I replied, "Great but ads for what, to who, and why now?" Blank stare...That's when I realized: most people think marketing strategy is the frosting. The final flourish. But in reality? It's the whole damn cake. So let's slice it up....
STEP 1
Brand Strategy Who are we, really?
Brand strategy is like the therapy phase. Before you go into the world, you need to know yourself. If you don't, you'll attract the wrong people and confuse the right ones.
1. Brand Values & Messaging
What do we believe, and how do we say it?
These are the non-negotiables. Are you inclusive? Sustainable? Data-obsessed? Your messaging is how that shows up in the wild on your website, in your content, in your tone.
2. Brand Personality
If your brand were a person, who would it be?
This defines how you speak, act, joke, support, or inspire. A little playful? Authoritative? Empathetic? Be consistent, or you'll feel inauthentic (and no one likes a catfish).
3. Brand Positioning
Where do we sit in the market?
Are you premium or budget? Are you the disruptor or the classic choice? This is how you make space for yourself without shouting.
4. Customer Experience & Journey
What's it like to interact with us from first click to loyal customer?
This is the brand lived out loud. It's the website UX, the packaging, the onboarding emails. The emotional arc. How they feel before, during, and after purchasing.
5. Brand Identity (name, logo, tagline, colours)
This is your first impression.
The visuals and voice that instantly tell your audience: "This is me." It's not just pretty it's strategic shorthand for trust.
STEP 2
Go-To-Market (GTM) Strategy – How do we show up and sell?
Once you know who you are, it's time to make an entrance. GTM is your debut into the market but not as a messy improvisation. This is rehearsed. It's calculated.
1. Target Market & Customer Segmentation
Who are we selling to?
You can't be everything to everyone. Use data to segment your audience by behavior, need, or lifestyle. Talk to someone specific or risk speaking to no one.
2. Competitive Differentiation
Why us over them?
Look around. What are your competitors promising and where are they falling short? Find the white space. Own it.
3. Value Proposition
What's the core reason people should care?
Nail this, and the rest flows. This is your hook. Your promise. Your "because."
4. Sales & Distribution Channels
Where will we sell?
Online DTC? Amazon? Wholesale? LinkedIn outreach? Choosing the right distribution is as strategic as the product itself.
5. Pricing Strategy
What's the value and what's the price tag?
Undervalue yourself and you'll bleed margin. Overprice, and you'll kill volume. Pricing is perception. Anchor it smartly.
STEP 3
Marketing Strategy – How do we scale this thing?
Now that you've entered the chat, it's time to get loud but with precision.
1. Marketing Mix (price, place, promotion)
The OG framework (and it still slaps).
How do we communicate value across the 4Ps now expanded to include digital placement, content strategy, partnerships, and more?
2. Offer
What's the irresistible reason to buy now?
Think limited time bonuses, exclusives, loyalty perks. The magic of urgency and value colliding.
3. Funnel
What's our step-by-step customer journey?
Top of Funnel (awareness), Middle (consideration), Bottom (conversion). You need a plan for each stage, or you'll lose them halfway through.
4. Sales & Distribution Channels (again)
Yes, it's back because this is the execution phase.
You've chosen your sales routes; now you activate them through campaigns, SEO, email flows, and ad spend.
5. Customer Engagement & Retention Strategies
Because repeat revenue is the secret sauce.
How do you surprise, delight, and retain? Think newsletters that add value, loyalty programs, feedback loops, and genuine relationship-building.