Prepare Well, Fare Well!

Whether it be at the beginning of a period, like a new year, or at the beginning of a new venture, a new product launch, or a new initiative in an old venture, it is of utmost importance to be fully prepared.

In my experience and analysis, in the brand marketing life of a brand, there could be four situations. We present those in the Samsika® Opportunity versus Preparation Module™.

1. Opportunity Exists, But No Preparation
   If there is an opportunity, but the marketeer is not prepared, it is very likely that the marketeer will lose.
2. Opportunity Exists, Full Preparation
   When there is an opportunity in the market and the marketeer is fully prepared, it is very likely that the marketeer will win.
3. No Opportunity, But Full Preparation
   In cases where there is no opportunity, but the marketeer has made thorough preparations, it is advisable to wait for the opportunity to appear.
4. No Opportunity, No Preparation
   When there is neither an opportunity nor preparation, it is advisable to create the opportunity and prepare for it.

In all four situations in the brand marketing life, preparation plays an important role. Without adequate preparation, even a golden opportunity can be wasted. Only if you prepare well, can you fare well.

To be fully prepared means to be ready, organized, equipped, and able to anticipate eventualities that may occur in the course of brand marketing activities. Preparation includes several critical elements:

• Preparing fully and in a timely manner.
• Preparing in the right way with the correct tools and strategies.
• Ensuring the right people are prepared and trained.
• Using the right weapons and tools for brand success.

Whether it is:

• A brand launch
• A new activity for an existing brand
• Opening a new market
• Inducting new sales and brand marketing personnel
• Launching a new advertising campaign
• Initiating a new sales and distribution initiative
• Introducing a new pricing strategy
• Developing new packaging formats
• Replicating a successful old initiative

Preparation is the foundation of success.

Unfortunately, when things go wrong, people blame bad luck. When things go right, people credit good luck. However, true success comes not from luck, but from thorough and strategic preparation.

A true professional understands, knows, and believes that when opportunity and preparation meet, the chances of brand success in the marketplace increase substantially.

However, as explained above, some situations may lead to failure—not due to luck, but because of lack of preparation.

Preparation does not only mean readiness for implementation. It also includes:

• Strategic preparation and planning for the future.
• Developing a thought process that will guide execution.
• Monitoring implementation and tracking results.
• Learning from hits and misses and refining future plans.

Preparation is an underutilized weapon in brand marketing. It requires effort, forward-thinking, anticipation, and practice. Unfortunately, many professionals avoid it, instead relying on expertise and experience as a substitute.

However, true professionals with great expertise and experience always prepare.

As we step into a new year, 2022, let this be an inspiration to prepare even more diligently. Many in the brand marketing world believe that by rushing in unprepared, they can still force their way to success. However, this approach has failed time and again.

A post-mortem of failed brand marketing exercises often reveals one major cause: lack of preparation.

I strongly recommend launching any brand marketing activity only when you are truly ready. If you are not ready, take the time to prepare.

Because after all, if you prepare well, you fare well.