Brand Strategy Guide
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The document discusses strategies for developing an effective brand strategy. It provides templates and frameworks for conducting an industry analysis, identifying target customers, establishing a value proposition, developing a brand message and positioning statement, and creating brand guidelines for communication and repositioning. Key elements of an effective brand strategy include differentiating the brand from competitors, identifying the core benefits and messages to customers, and establishing guiding principles for how the brand is presented across all touchpoints.
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Brand Strategy Guide
- 1. Brand Strategy Your Company Name
- 2. Content Brand Strategy - Introduction01 Brand Strategy02 Establish Brand Strategy03 Brand Strategy Framework04 Brand Strategy Model05 Brand Strategy Statement06 Brand Strategy Worksheet07 Brand Strategy Chart08 Brand Strategy Communication09 Brand Strategy Repositioning10 2
- 3. Brand Strategy You can decide on the basis of below mentioned parameters how you want to position the brand in the minds of the target audience Brand Positioning What the product does for me This slide is 100% editable. Adapt it to your needs and capture your audience's attention. How I would describe the product This slide is 100% editable. Adapt it to your needs and capture your audience's attention. How the brand makes me feel This slide is 100% editable. Adapt it to your needs and capture your audience's attention. How the brand makes me look This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Symbols Facts Text Here Brand Personality 3
- 4. Positioning Brand Strategy Clear Positioning How you are different from the competitors Key Message Core message which is to be communicated to the consumers Touch Points Things that remind the buyers of why the brand serves them (Logos, online & offline marketing, colors) BRAND 4
- 5. Establish Brand Strategy (Option 1 of 2) Company & Product Target Customers Key Benefits Price Value Proposition Quality conscious consumers of chicken Tenderness 10% premium Better chicken at moderate prices Safety- conscious upscale families Durability & safety 20% premium Safest most durable wagon Convenience- minded pizza lovers Delivery speed & good quality 15% premium Good pizza delivered promptly at your doorstep with moderate prices Evaluating the product on the basis of commonly used parameters which can be altered as per customer requirements 5
- 6. Establish Brand Strategy (Option 2 of 2) Company & Product Target Customers Quality conscious consumers of chicken Safety- conscious upscale families Convenience- minded pizza lovers Key Benefits Tenderness Durability & safety Delivery speed & good quality Price 10% premium 20% premium 15% premium Value Proposition Better chicken at moderate prices Safest most durable wagon Good pizza delivered promptly at your doorstep with moderate prices Evaluating the product on the basis of commonly used parameters which can be altered as per customer requirements 6
- 7. Brand Strategy Framework Risky What Customers Want What You have to offer What Competition has to give Ideal Positioning This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Don’t even think about this This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Competitor positioning This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 7
- 8. Brand Strategy Model Who How What More Rational and Tangible Where/When More Emotional and intangible Why Purpose Why your organization does what it does as a driver of Awareness, Consideration, Preference and Advocacy Values Who you and your people are as a driver of Awareness, Consideration, Preference and Advocacy Process How your organization does what it does as a driver of Awareness, Consideration, Preference and Advocacy Product/Service What your organization does what it does as a driver of Awareness, Consideration, Preference and Advocacy Infrastructure Where and/or When your organization does what it does as a driver of Awareness, Consideration, Preference and Advocacy 8
- 9. Create a Brand Strategy Statement Target Customer What is the demographic and attitudinal description of the target group of customers your brand is attempting to attract & appeal Market Definition What is the demographic and attitudinal description of the target group of customers your brand is attempting to attract & appeal Brand Promise The most compelling unique benefit to your target customers that your brand can own in comparison to others Reasons to Believe What is the most compelling evidence that your brand delivers on its brand promise? 9
- 10. Brand Strategy Worksheet Industry Analysis For Target Customers Who Statement of need opportunity Product Product or service Because Statement of benefit Competitor Analysis Top 5 Brands EST. Sales Points of Differentiation Perceived Quality Pricing Value Proposition Core Brand Message EST. Marketing Budget You Brand Competitor #1 Competitor #2 Competitor #3 Competitor #4 10
- 11. Brand Strategy Chart Quality Value Proposition Move the circles and the text boxes as per your company’s product quality and value proposition Own ProductA CompetitorB CompetitorC CompetitorD CompetitorE A B C E D 11
- 12. Brand Strategy Communication Choose the attributes you want the brand communicate to the target audience Variety Convenient Authenticity Personal Service Moderate Prices Quality Customer Value Latest Technology Durability Accessible Affordable Easily Available 12
- 13. Brand Strategy Repositioning (Option 1 of 2)You can reposition the Brand in the market on the basis of any of the ways mentioned in this slide This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Segment Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Celebrity Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Symbolism Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Up-market Technology This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Niche-Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Change of Image Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Value Oriented 13
- 14. Brand Strategy Repositioning (Option 2 of 2) BRAND This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Niche-Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Celebrity Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Up-market Technology This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Symbolism Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Segment Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Value Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Change of Image Oriented You can reposition the Brand in the market on the basis of any of the ways mentioned in this slide 14
- 15. Brand Strategy Icons Slide 15
- 16. Coffee Time Coffee is a break… That make a chain between.. ENERGY and WORK 16
- 18. Clustered Bar 01 Product This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 02 Product This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 03 Product This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 35 45 40 50 60 10 30 25 40 85 55 60 65 70 97 0 10 20 30 40 50 60 70 80 90 100 FY01 FY02 FY03 FY04 FY05 SalesinPercentage(%) 18
- 19. Clustered Chart 5 20 10 9 35 15 30 30 56 $0 $10 $20 $30 $40 $50 $60 2% 4% 8% 12% 18% 25% 30% 40% 48% X-Values Y-Values 01 Product This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 02 Product This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 03 Product This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 19
- 21. Our Mission Vision This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Mission This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Goal This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 21
- 22. Our Team Name This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Designation Name This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Designation Name This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Designation 22
- 23. About Us Target Audiences This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Premium Services This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Value Clients This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 23
- 24. Our Goal This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 24
- 25. Quotes A winner is a dreamer who never gives up -Nelson Mandela 25
- 26. PUZZLE STEP 04STEP 01 STEP 02 STEP 03 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 26
- 27. Our Target 01 Achievement This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 02 Achievement This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 03 Achievement This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 27
- 28. Venn This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 01 02 03 28
- 29. Timeline 29 2017 2018 2019 2020 2021 4 Apr 6 May 8 Jun 10 Jul 18 Jan This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 30. Thank You Address: # street number, city, state Contact Numbers: 0123456789 Email Address: emailaddress123@gmail.com 30