It is common that when starting a business project, in the first meetings, the team focuses on how they want the logo of their new business, they rush the idea of already being in social networks or ask their nephew to design a website for them already.
But this is not recommended. Why?
Because there is no guiding axis preceding it. A concept that concentrates the meaning of what the company will be in the market.
For example, Google recommends in its Digital Marketing Basics Course that to launch an online business, first define the Business Objectives, Mission and Unique Selling Proposition (USP) of the project.
And this makes good sense. A well-written Mission Statement will be a clear guide to the key initiatives and activities that will bring the company to life. And the PUV will define how the company is unique and what positioning it wants to have in the marketplace.
For example, the Volvo Brand has as its brand statement: “No one should be killed or seriously injured in a Volvo”. And we all know that the word “safety” is the term that is strongly linked to that brand.
Does Volvo build fast cars? comfortable? stylish? yes. But it’s not their primary goal.
Their essential focus is safety, and from there they also add other important values for those who buy vehicles from the Volvo range, such as Mercedes Benz and BMW.
But it could also be exemplified by a local business, a hairdressing salon specializing in children. How could you define the three points suggested by the Google course?
Business objective: To be the preferred children’s hairdresser in the south of the city.
Mission: To give a unique haircutting experience to children by making them have a great time in a charming atmosphere.
Unique Value Proposition: To be a fun and entertaining hairdressing salon for children.
And then, yes, the owner of the salon will decide:
- The name of the business
- Its name, logo and slogan.
- The hairdresser’s ambience
- Radio spots
- Social networks to be used.
- Website
- Google Ads and Facebook Ads
The advantage of conceptualizing a venture in advance is that the guiding ideas that will guide internal and external actions are defined as a priority.
This will allow clarity in the management and coincidence in the operation of the company.
Let’s remember some of the most recognized brands in the world: Apple, Google, Tesla. We all tend to agree on how we see and remember them. They are congruent to a great extent, and this allows them a high degree of stability and growth.
So taking the time to conceptualize a business or venture reduces the risks of wasting resources on uncoordinated or meaningless actions.
They can be used as a guideline to support the company’s team in making the best decisions, those that strengthen an efficient and harmonious operation, as well as a well-focused and highly competitive marketing and sales exercise.
