Have you ever noticed that the worlds best brands don’t reposition every couple of years, they evolve.
Defining what’s at the core of your brand gives you the flexibility to remain coherent over time. By zooming in and out on specific topics while remaining on brand as the world changes around you. Brand strategy isn’t just imperative for why you are engaging customers but more importantly why you are doing it in the first place. A purpose driven brand strategy means all stakeholders both internal and external understand where they are going and why.
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Where do I start with developing a Brand Strategy?
We call it a goal post alignment (GPA) will help us define your brand as it currently stands and serve as our starting point to bringing out brilliant in your brand. As the name suggests this is a work in progress and what we believe now might likely shift as we align your brand and build momentum moving forward.
Our aim is to communicate a strong, consistent message around the purpose of your company, helping you sell value and the intangibles that surround your products or services.
The good news is, we guarantee that at the end of this process you’ll have greater clarity around your brand and it’s future direction.
In essence a simple one, we like to simplify your brand’s core into five concise statements that everyone can understand.
1. Your brand’s purpose
Besides making money, why does your business exist?
Yes, of course, you’re in business to make money, but so is everyone else.
Consumers today desire a greater connection with your brand, your customers (and you!) want to be inspired. We are in the midst of a major change in how and why people connect with brands, we’re all seeking a higher sense of fulfillment from the products and services we use and this starts with your purpose.
2. Your brand’s vision
What does the future look like for your business? What are the short, medium and long term goals of your brand?
This is a long-term view of your path forward. It pushes you to consider the direction your company is heading in. It’s intended to be future-oriented, so consider the next five years, then challenge yourself to consider the next twenty years.
3. Your brand’s values
What truths underlie your business? How do things get done?
Brand values can seem like corporate mumble jumbo. Unfortunately, because they got spoilt by businesses who derived their values based on what they think consumers want to hear vs. what they actually believe. When this hasn’t worked theses brands have chopped and changed and ended up with values that meant nothing to anybody.
4. Your brand positioning
What will your brand be famous for?
Brands stand out by being clear about what they sell and who you sell it to. Typically, people don’t want to lose out on customers so they keep their positioning message vague and all-encompassing. When in fact, they need to exclude certain customers to position yourself as an expert with a certain group of customers it’s time to find a niche!
5. Your brand promise
What phrase captures it all?
Some call it a Tagline, others a Slogan, but that’s really just jargon for a promise your brand is making. A brand promise makes an emotional all-encompassing statement to customers, which must be the 100% authentic truth about what they will experience with your brand.
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What are the benefits of a solid Brand Strategy?
An effective and clearly defined brand strategy gives you a major edge in increasingly competitive markets.
The clearer your brand is attracts employees and customers to your brand.
Because you stand out and are clear about who you are and what you believe. Your audience becomes engaged and United because they share the same purpose or the internal talent, lowering recruitment costs.
Employees get more value through nonmonetary incentives, creating a lower base salary. Customers can be charged a higher price as you offer additional emotional benefits.
Fosters retention for employees and hence lowers cost of training. Fosters repeat purchase recommendation and overall loyalty.