Basics Of Brand Strategy
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Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
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Basics Of Brand Strategy
- 2. Here's a simple framework to creating a "brand strategy" Understand Plan Structure Activate Evaluate
- 3. A brand can be something very simple or soemthing very complex to understand depending on a person's point-of-view. Yes, you read it right. The meaning of this word is subjective. It could mean different things to different people. Like: - Brand name - Brand logo - Brand advertisement - Brand's social media However, all of the above are just the components of a brand. WHATISABRAND?
- 4. What is a brand strategy? A brand strategy helps you use all of these components in a focused thoughtful way to define your business and its goals. THETRUEMEANING
- 5. Why create a brand strategy?SO YOUR BRAND STANDS OUT Your business objectives Relationship between your business and its audience Result of everything you do To make your brand powerful and different, you must know what it stands for:
- 6. The position where your brand fits in customer's world The position you seek to own in your customer's mind Your brand strategy defines the optimal position of your brand in the market. This is: There's a common phrase in the world of marketing, "position or be positioned". Your brand strategy is everything that defines where you stand in your associated endevour.
- 7. How to frame a brand strategy? Identify what your audience has in common. Explore who benefits from your business the most. Determine which audience segment brings most value to the table. Consider your mission: who are the people you created this business for? Pro tip: When trying to find all of the above about your audience, apart from the regular focus groups and interviews you can try "empathy interviews". These have proven to be of extreme help to the marketers. Empathy interviews hit right at the sweet spot of your audience and generate the best results. You start general and narrow it down to your brand offering.
- 8. BRAND POSITIONING Beginner's Mindset: be open to what emerges without being attached to a certain results Listening Mindset: be open, genuine, non-judgemental and curious Brand positioning is simply making it easier for your customer to buy. There are two mindsets that one can begin with to position their brand in the market: WHAT NEXT? YOU COMPILE YOUR RESULTS Customer profiling (demographics, psychographics, behaviours and beliefs) Tap into their values Use this information in your marketing initiatives
- 9. Craft your brand promise SYNTHESIZE ABOUT YOUR: Customers Competitors Strengths PRO TIP: Use the uncommon denominator framework here to craft your brand's promise. Promise what you are good at and your competitor isn't.
- 10. You 25% Your Teams 25% Your Partners 25% Your Offering 25%Brand Positioning Statement THE ONE THAT WILL BE USED FOR ALL YOUR FUTURE COMMUNICATION WITH YOUR CUSTOMERS AND PARTNERS.
- 11. YOUR BRAND'S CHARACTER IS A WAY FOR YOUR CUSTOMER TO BOND WITH YOUR BRAND How do you define it? One easy way is to refer to Jungian's Archetypes. Every brand is like one of his story characters. You just have to know which one are you. Pro tip: go with your gut. Reference:UnderstandingPersonality: The12JungianArchetypes
- 12. BRAND TONALITY DESCRIBES THE CHARACTER OF YOUR BRAND How? By guiding your brand interactions By developing a single voice, easier to be heard and to be remembered
- 13. YOUR CREATIVE BRIEF ASK THE FOLLOWING Who is your target audience? What is your desired customer action? What is the net takeaway? What is your brand personality and tonality? Are there any executional mandatories?
- 14. FOLLOW THE HOPE FRAMEWORK does it express your creative brief? does it deliver on the net takeway? does it match your tone and personality? does it solve the directive? Heart - your immediate gut reaction On-point: your analytical reaction, Execute: imagine this creative in a marketplace and think how it will perform. EVALUATE YOUR CREATIVE
- 15. START Start with your best practices after carefully researching your audience, competition and strengths. ZOOM OUT CREATING AND EVALUATING YOUR BRAND STRATEGY IS A CONTINUOUS PROCESS STOP Stop the practices that seem to be going negative or have no impact on your business or marketing activites. CONTINUE Continue the strategies that have proven to be working for you.