Every community, no matter how big or small has strengths and weaknesses. The strength that attracted one resident to move to and live in the community can be considered a weakness to another. Or, they just may not be aware of that aspect at all.
When it comes to community branding, looking at the area with fresh and objective eyes is essential. Developing a municipality can be a challenge, but the task is easier when combined with community brand building.

Many community groups simply combine everyone’s version of reality from government plans for development, views from chambers of commerce, business associations and resident opinions. When stitched together, all of these threads result in a cluttered vision without a clear, focal point. Sure, everyone was allowed to include their various goals, but the plan does not forward a common, collective vision.

Required investment varies as much as the objectives of a community. Western Economic Diversification Canada invests in community-driven projects and other initiatives designed to increase productivity and competitiveness and improve the quality of life in western communities.

Does this mean an outside marketing firm comes in and dictates your development strategy? Of course not. The residents, council members and bureaucrats all have a sense and passion for their municipalities strengths, weaknesses and opportunities. The branding process brings their vision into focus. The merits of an outside firm is a clear, ‘big picture’ perspective. Familiarity can breed lack of focus. Lack of focus is detrimental to strategic marketing. Who can decide what will appeal to people outside of your community... well, an outsider.

Every business should run with a set of plans – a business plan, plan for growth and expansion and definitely a marketing plan. Opening a business with no plan is like driving somewhere new and unchartered without a map or a GPS. Even though marketing plans have become standard fare these days, many businesses operate without using one. They know they need it, but many have never gotten around to writing one down or better yet, they did create a marketing plan, crossed it off the ‘to-do’ list for the business and then threw it in the file cabinet.

Marketing plans are the mind and stress freeing tools that businesses need to rely on. If that's not a good enough reason right there for you, then keep this in mind the next time you're confronted with a business development decision:

1. It’s not just a plan. When people think of a plan, they think of the actual document. It’s not the great cover and the title, it is the steps, stages and questions in creating the plan that makes it work. You also need to re-evaluate it every few months.

2. Real time plan. Many people decide to create a plan as if nothing has happened in the business before that date. This is similar to an architect adding on rooms and floors to a building without thinking about the foundation or weight-bearing walls. A plan can take you in new directions, but it must deal with where you are now and plan transitions that make sense for you and your customer.

3. Take out the trash. You need to know what is productive and what isn’t for your business. If you can’t tell a simple, marketing story about your products, services and people, you need to break it down even more. If you don’t know what is working with your plan and your business, you probably don’t know what isn’t working.

Ready to plan effectively for your business growth? Call Edge Business Strategies at (204) 772-4061. We are ready to measure and monitor your marketing actions.

Business owners resist creating a marketing strategy just like a consumer will resist doing their taxes or going to the dentist. Effective marketing strategy needs you to understand who you are (choosing to be different than anyone else) and a committment to one simple way of doing and creating.

That set of requirements can seem difficult, but when you complete them, it will set you free from making up the 'idea of the week' over and over again. It will alleviate the internal struggle of committing yourself (and your budget!) or not, to fly by the 'seat of your pants' opportunities. These typically are not tied to your core marketing strategy. Unfortunately this is the crutch most business owners rely on, rather than creating a strategy. It is just too easy to grab onto one tactic and run with it for a week. "Now if this week’s idea fails, try another thing next week." Seems like the business is run by dart board decision making, doesn’t it?

If you commit to a strategy, it can seem like you have put yourself on the line. If it fails, how do you come back from that? Well, a strategy is both practical and realistic for you, your customers and your staff. It is a plan of action that links the culture of your organization and the business plan. And since this is the essence of a well-planned business, it cannot fail.

If your business needs a plan for success, call Edge Business Strategies at 772-4061. We can help you plan to succeed.