When marketing a product, brand, or organization, marketers must always consider the need to continuously improve their product offerings in order to elevate, or even just maintain, their position in the marketplace. Such a continuous improvement process starts with understanding where you currently are in the marketplace (i.e., how your product is perceived in comparison to other products) and what is desired by your target audiences. At that point you have the challenge to choose which goals to set and how you’ll try to reach them. If you’ve completed the assignments thus far, you’ve already evaluated Product You with your Raw Materials Assessment. You also have assessed your target audiences with the Product/Audience Match Strategy. Now it’s time to set strategic goals and contemplate the actions to reach those goals. Setting goals is a difficult process, mainly because there are so many options available to you. Your personal and professional branding options are not limited to a mere fork in the road with two choices (à la Robert Frost’s “The Road Not Taken”). It’s more like hundreds (or even thousands) of choices if you really open your thinking about what your future could hold. Thus, this assignment will require some degree of self-reflection to determine where you would like to move your personal brand and/or professional brand over the next one to five years.Self-Reflection, Objectives, and Strategies
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