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Sarah Clemson, a director at Latitude Strategic Marketing outlines the importance of having a clear identity and set of objectives from the very beginning, when setting up a new business.

From a sales and marketing perspective, in launching any business it is essential to get things right from day one. This includes your company name and any associated brands, your business description and type of offering, as well as your pricing strategy and your approach to communication.

Once you’ve launched, it’s hard to go back and revisit these.

When defining your business proposition, and marketing communication strategy, make sure to focus on your customer’s journey. Always remember to think about your customers’ needs and desires first and foremost.

Here are my five key consideration you should make when starting a business:

1. Ask yourself ‘what problem do I solve?’

Why are you in business? Is your business viable, needed, relevant? Be clear about how you differentiate from your competitors, what do you bring to the market that isn’t already there?

No matter how selling techniques have changed over the years, be it due to online selling and through other social platforms and via ‘influencers’, businesses still mistakenly sell services, not benefits – this has never changed!

2. Who is your real customer?

Fine tune your ‘avatar’ and define your ideal customer, not only by profiling but by truly understanding and relating to them. It will enlighten everything you say and do from the very start.

3. Design and develop your brand

It is essential to be clear about your own commercial personality and brand values. Determine your brand and identity and your ‘voice’ and the core message behind what you do. Clarity in your message and approach will help to ensure your ideal clients identify with your brand.

4. Build your community and engage

Hard selling is a thing of the past, you need to create relationships and trust. A unique rapport based on giving value and using engaging content is key.

Maintain momentum, commit and be consistent.

5. Develop your strategy

Being ready to communicate your message and reach your audiences right from the start is essential. Create a multi-pronged attack of differing platforms including a mobile, responsive website, with strong SEO. In addition is creating useful relevant apps and informative videos and using social, Influencers, PR and communications channels and email to reach your clients.

Think carefully – do you need 10 clients or 10,000? As your approach will be very different depending on how many people you need to reach.

Sarah Clemson - Latitude 2021

Sarah Clemson is a director at Latitude. The firm has supported hundreds of businesses and worked alongside them through their business journey.

Latitude offers two packages designed for start-ups to help launch your business and start the process. They are: CLARITY : A key exercise to get things right from the start and START : Designed for businesses who are launching and looking to make an impact.

Latitude is a member of Boost & Co – a group of public and private sector organisations that can help Lancashire businesses grow.

If you’re a Lancashire entrepreneur looking to start a new business or at the early stages of growing a new business, Boost’s funded programme can help you get off to a flying start. Call 0800 488 0057 or complete our quick form and a member of the Boost team will be in touch to start your growth conversation.

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