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Creating a brand strategy

A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when? Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define the brand. Here a practical guide to help you outline a successful Brand strategy.

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CREATING A
BRAND
STRATEGY
P R A C T I C A L G U I D E
This guide will help you bring out only
the best in your brand
I pride myself with building brands by taking your vision for your
business, and helping it reach its fullest potential.
MY NAME IS PAOLO MASSIMILLA
WHAT IS IT?
A brand strategy is a plan for brand
management that answers the big questions:
who, where, why, what and when?
Building a strong brand requires a continuous
commitment to excellence and an
understanding of the qualities that define
the brand.
A brand is not a logo, it’s a consistent
attitude and a carefully managed
experience that meets or surpasses
consumer expectations.
People first used branding to indicate
ownership of a territory or object by marking
them with indelible symbols.
Today branding fulfills all those requirements
but has the potential to
create communities of like-minded people
through alignment with an ideal that
transcends the physical.
page 2
WHY IS IT IMPORTANT?
The reasons to formulate a brand strategy
include:
1. Differentiation – Branding highlights the
differences that make a product or service
better than its market competitors.
2. Emotion – Branding creates a bond
between the brand and the consumer that
builds emotional ties of loyalty.
3. Added value – Branding increases value
by adding an emotional significance that
exceeds the rational value of the product
or service.
4. Communication – Branding is an
effective way to convey information such as
introduce a new product or service,
rebuilding a lost reputation or attract and
retain staff, investors and customers.
page 3
Formulate a Brand
Strategy
WHAT CAN YOU DO?
To formulate a winning brand strategy,
you will need to be able to identify your
Key Brand Criteria.
The Key Performance Indicators of the
brand strategy must be constantly
monitored and reviewed to ensure the
continuity and consistency of the brand
experience.
page 4
How does the
Brand improve the
world?
PURPOSE
A brand’s purpose is the benefit it
provides and may be an emotional
or intellectual ideal that reflects
the culture and motivation of the
organisation behind the brand.
A brand has the potential to
represent an emotional quality
that goes beyond the functionality
of the product or service.
1
page 5
What is the
brand’s ambition?
VISION
A brand’s vision is an ambition for
the future; it’s where you want to
be in five or ten years’ time.
It’s the duty of the Brand
Champion (the Chief Executive
Officer, Managing Director or
Founder) to communicate a
picture of success that can be
shared and believed in by the
brand’s stakeholders.
2
page 6
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Creating a brand strategy

  • 1. CREATING A BRAND STRATEGY P R A C T I C A L G U I D E This guide will help you bring out only the best in your brand I pride myself with building brands by taking your vision for your business, and helping it reach its fullest potential. MY NAME IS PAOLO MASSIMILLA
  • 2. WHAT IS IT? A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when? Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define the brand. A brand is not a logo, it’s a consistent attitude and a carefully managed experience that meets or surpasses consumer expectations. People first used branding to indicate ownership of a territory or object by marking them with indelible symbols. Today branding fulfills all those requirements but has the potential to create communities of like-minded people through alignment with an ideal that transcends the physical. page 2
  • 3. WHY IS IT IMPORTANT? The reasons to formulate a brand strategy include: 1. Differentiation – Branding highlights the differences that make a product or service better than its market competitors. 2. Emotion – Branding creates a bond between the brand and the consumer that builds emotional ties of loyalty. 3. Added value – Branding increases value by adding an emotional significance that exceeds the rational value of the product or service. 4. Communication – Branding is an effective way to convey information such as introduce a new product or service, rebuilding a lost reputation or attract and retain staff, investors and customers. page 3
  • 4. Formulate a Brand Strategy WHAT CAN YOU DO? To formulate a winning brand strategy, you will need to be able to identify your Key Brand Criteria. The Key Performance Indicators of the brand strategy must be constantly monitored and reviewed to ensure the continuity and consistency of the brand experience. page 4
  • 5. How does the Brand improve the world? PURPOSE A brand’s purpose is the benefit it provides and may be an emotional or intellectual ideal that reflects the culture and motivation of the organisation behind the brand. A brand has the potential to represent an emotional quality that goes beyond the functionality of the product or service. 1 page 5
  • 6. What is the brand’s ambition? VISION A brand’s vision is an ambition for the future; it’s where you want to be in five or ten years’ time. It’s the duty of the Brand Champion (the Chief Executive Officer, Managing Director or Founder) to communicate a picture of success that can be shared and believed in by the brand’s stakeholders. 2 page 6
  • 7. What does the brand stand for? VALUES A brand’s values are the qualities that it stands for and the principles its founders believe in. Values and their defined behaviours are the guidelines that form a brand’s moral compass and must be endorsed by management. They provide direction on how the brand may behave in any given situation and they influence the actions and decisions of its stakeholders. You can recruit employees for their values, reward staff performance by values and train people for values. To be effective, leaders must wholeheartedly endorse the brand’s values and demonstrate by example how to live by them. When these behaviours are repeated intuitively they become the corporate culture. 3 page 7
  • 8. How is the brand going to achieve its vision? MISSION STATEMENT An effective mission statement is a manifesto for the brand that combines the purpose, vision and values in an inspiring declaration directed at management, staff and stakeholders. It is a charter that makes it clear who you are, what you stand for and what you want to achieve. 4 page 8
  • 9. Why do I need the brand? PROPOSITION The brand proposition is the unique selling point (USP) that differentiates your brand from its competitors. It’s the special quality that is hardest to emulate and provides a compelling reason to believe in the brand. The proposition is not restricted to the physical attributes of the product or service and may be conveyed through a unique attitude and culture. 5 page 9
  • 10. Where is the brand in relation to its competitors? POSITIONING Positioning is the art of placing your brand at the forefront of a consumer’s considerations relative to your market competitors and according to their physical, emotional and financial needs. It is a challenge to change a brand’s position once a perception sets in. 6 page 10
  • 11. What is the brand’s character? PERSONALITY A brand’s personality is determined by its values, behaviours and culture and experienced through its leadership, people and identity. Imagine your brand as a human being and ask yourself how old would they be, are they male or female, are they fussy or relaxed, fun or serious and would you want to spend time with them? Identifying a brand archetype or persona may prove invaluable in maintaining continuity. 7 page 11
  • 12. Who is interested in the brand? AUDIENCE It has never been easier to gain external insights about your brand by observing and monitoring social media. Qualitative and Quantitative audience analysis is advisable to profile, understand and segment your audience and use this data to create customer personas to help you visualise them. Know your brand and be true to it and don’t try to be all things to all people and remember that some of the strongest brands have made a virtue of appealing to a niche audience. 8 page 12
  • 13. A brand positioning statement helps a business to recognise who the target market is and lets it think about how it wants the target market to perceive the business’ brand.  A business should write its’ brand positioning statement before starting to market its’ products or services. Bring all this information together to fill out the following brand positioning statement: For ……. target customers……… Who ……. have the following problem……. Our product is a ……… describe the product or solution……. That provides………this solution to the problem………… Unlike ……. reference the competition……. Our product/solution……. describe the unique selling proposition……….. Brand Positioning TEMPLATE page 13
  • 14. I love to help organisations enable their sustainable growth throughout the combination of a Sales & Marketing strategy focus on People behaviour together with Personal Empowerment. PAOLO MASSIMILLA Follow me on LinkedIn https://www.linkedin.com/in/paolomassimilla