RACE Part 4: Communicate. It's What We Do.

Research, Action, Communication, Evaluation

As marketers, this should be the most comfortable and undoubtedly the most rewarding part of the RACE. The research has led you into an action plan and now it’s time to communicate that plan.

Design, create, publish, send, buy. All of these are things that take place during the communication segment of RACE. This is where your team buys the media, creates the ads, publishes the posts and mails the collateral.

Just because this part is the most fun, don’t take it too lightly. This key segment is the piece that can make or break a brand. I once read that a brand takes a lifetime to build, but it can be destroyed in an instant. It’s true, so use your resources carefully. Hire the best designer or seek agency assistance to ensure that you’re putting your absolute best foot forward. It’s vitally important that your communication pieces are far above par when released for the world to see. After all, your brand is your best asset.