Focus – what’s important to you and what’s needed to make your dream a reality
Clarity of your vision and what you want to achieve
Understanding of your brand and what you stand for
Understanding of your customer – who you’re marketing to, who you’re talking to, what to blog about, what to create as a lead magnet
The information you need to create your marketing plan, add to your business plan, manage your products and design your services
As you grow, you’ll have documents you can take your team through to make sure they know everything there is to know about your business and your customers – they’ll also enable you to create a culture where everyone has the same view and understanding of the customer. These include brand guidelines, customer personas, customer journey map, touchpoint map and touchpoint guidelines.