Jan Stellmach CORE Workshop Experte für Markenbildung

There are many factors for successful marketing. I have summarized the most important ones for you here.

1. Diagnose before Design

Einer der One of the most important tips that I would like to give you for your marketing is to take a step back and take a look at the big picture. I very often see sudden actionism without analysis or concept. The corona pandemic is a good example.

Suddenly, companies are dealing with topics such as social media, digital marketing and shops out of necessity. The starting point is the own need and not the needs of the customers. Uniform, high-quality design and active branding are often not possible.

I strongly believe that with a precise analysis of the current situation and clear, measurable goals, added value is achieved and sustainable success is ensured.

This process is an integral part of the agency and bears the heading Diagnosis Before Design. It is one of the first steps when my team start a large project and an important basis for sustainable marketing. In most cases, the process takes the form of an initial interview.

braindnix GmbH Marketing Meeting
After a detailed analysis, the team can be informed onboard with our creative letter about the goals and milestones of the project.

2. Customer / target group

Your target group is the most important success factor for your marketing. Since a target group is a very anonymous and impersonal term, it is very difficult to put yourself in this role. And this is exactly where the key to successful marketing and sustainable brand building lies.

Who is your customer
Since I started design thinking at the end of 2018, I have dealt intensively with practical applications in everyday agency work. The result is our CORE workshop. They draw a precise picture of your customer. But you can also think about the topic by trying to introduce yourself to your customer as a person. Who is your customer and what are their needs. Do your offers and solutions fit? This creates a tangible story and it is much easier for you to change your perspective.

3. Design Thinking

The definition of the customer creates the basis for you to put yourself in the role of the customer or the target group.

Placing yourself in the role of the user describes the process of design thinking very well. It creates practical results and changes the perspective. Design thinking is a systematic approach to complex problems. The approach goes far beyond the classic design disciplines such as shaping and design.

braindnix GmbH Marketing Stylescapes
Results of the CORE workshop will be developed into stylescapes. Here is the haptic shape as a foam board for presentation.

4. Define the WHAT

Any company can easily explain what it is doing. It is also important for you to define it clearly and to communicate it. We sell X. We provide Y. We are very good at doing Z.

Practical example braindinx: “We make your company visible. “We develop creative strategies, concepts and designs together”

The answer to the WAS is the easiest exercise for every entrepreneur, self-employed and also for employees not a big challenge. Your customers should also always be able to recognize this easily.

Tip: Sentences from your customers that read “I didn’t even know that they also offer this.” are a good indicator that there is still room for improvement in terms of communication.

5. Communicate the HOW

The HOW is also relatively easy to communicate, but the challenge and the effort are a bit bigger here. This is also about making your own activities or offers clear. Storytelling and references as well as practical examples make the HOW tangible. At its core it is the explanation of the WHAT.

Practical example braindinx: “Branding, graphic design and web design.”

These are also a very important building block for successful marketing. This results in categories and subject areas that make the WHAT easy to grasp and understand.

6. Know the WHY

The WHY is, so to speak, the premier class among the W questions. This question is often explained with a vision. The problem, however, is that this vision is often answered from a company perspective. The worst case is a copied vision. Then it has nothing to do with the target group or the company. The mission is a bit more targeted, but often also related to the company’s goal and not to the needs of the customer. The why can usually only be answered by the entrepreneur, unless he succeeds in living the essence every day.

I go a step further here and therefore ask the WHY question a little more precisely.

Why are your products or services relevant to your customers?
Successful and sustainable marketing requires the user’s perspective.

Practical example braindinx: “Helping companies achieve the best version of themselves.”

braindinx Leistungen Workshop
In visualization, too, the key question is: Why are your products or services relevant to your customers?

7. The CORE workshop

Questioning yourself critically and changing your perspective is not easy. Metaphorically speaking: You cannot read the label when you are in the bottle. That is why I launched the CORE Workshop at the end of 2018 to clarify the most important points for marketing together with our customers.

The CORE Workshop is a methodology and an approach.

I follow the principle of “Design Thinking”. It is a systematic approach to complex problems and tasks from a customer and / or user perspective. The approach goes far beyond the classic design disciplines such as shaping and design. This approach focuses on people.

The workshop includes:

  • Definition of the customer
  • Prioritizing goals
  • The specification of your brand