II. 2. BRAND YOUR BUSINESS
Before brand building process, company owners have to analyse their business with written business plan, included marketing plan in order to check if the company is suitable for brand building, or not. During the marketing plan preparation, owners have to be clear about objectives and how they’ re going to achieve them. A good marketing plan sets realistic and measurable objectives, allocates responsibilities, and includes budgets and action plans. It is important to update it regularly to reflect the current position of the business. The following key elements make up the business plan:
1. Business analyses – SWOT analyses 2. Market overview – analysing market, customers, competitors, external factors
3. Marketing objectives – SMART objectives( specific, measurable, achievable, realisic, timed)
4. Marketing strategy – marketing mix 5. Specific activities – to achieve marketing objectives 6. Finances – planning marketing budget 7. Monitoring activities – regularly
6