Do you have a brand for your writing?

The Start UP Writer CHAPTER SIXTEEN

Pain is nothing compared to what it feels like to quit.

~Author Unknown

REACTIVE BRAND STRATEGY

When an organization starts to consider Brand strategy and how to build a corporate identity, it should be very early in the process. There is nothing worse than reactive Branding, which tries to recapture and reclaim the message after it’s entered the marketplace. This shouldn’t be confused with Brand Repositioning, which is a different ballgame.

Instead this is an attack against reactive Branding. If the competition is doing something, then the organization enters into the fray because they wrongly assume the competition has an advantage or edge.

NOBODY KNOWS NOTHING.

~Author Unknown

There is no right or wrong answer, except to say that reactive marketing is always a mistake. It positions the organization to operate at a disadvantage, constantly playing catch up. It also identifies to the consumer or target audience that the follower organization is imitating their competitors, which isn’t a sign of flattery, but weakness. That’s not a story an organization wants to share with it’s audience.

However, some answers are more right than others. By exploring archetypes and researching how to deploy them in Brand Strategy story, the organization operates from a position of strength and originality. An originality that consumers can connect with, since the story is familiar.