Successful brand message = reach + frequency
Reach of brand is the “where”:
- Where can I find X beer
- Where do I locate Y service
- Whom do I call to find what I need
These are all considerations of the consumer. The female consumer looking to participate in beer wants and needs these answers.
Frequency of message involves:
- Regularity or irregularity of communication
- Method of communication
- How often the message is delivered and to whom
Anyone can open a business. It’s developing a solid plan and continual evaluation and evolution that makes a brand great. Like Good to Great, there are many reasons entities succeed and many why they die.
If you want to be good, go ahead. If you want to be great, tune into brand message. These tips can help you get going in the right direction for success.