A good brand strategy positions you in your future customers’ minds and aligns the goalposts for your whole organization.
Have you ever noticed that the worlds best brands don’t reposition every couple of years; they evolve in line with their brand strategy?
Defining what’s at your brand’s core gives you the flexibility to remain coherent over time. By zooming in and out on specific topics while staying 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 internal and external stakeholders understand where they are going and why.
Where do I start with developing a Brand Strategy?
We call it a goal post alignment (GPA) that 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.
We aim to communicate a strong, consistent message around your company’s purpose, helping you sell value and the intangibles that surround your products or services through a simple brand strategy.
The good news is we guarantee that at the end of this process, you’ll have greater clarity around your brand and its future direction.
What is the best type of Brand Strategy?
The best brand strategy is, 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 significant change in how and why people connect with brands, we’re all seeking a higher sense of fulfilment 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 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 are critical in your brand strategy can seem like corporate mumble jumbo. Unfortunately, they got spoilt by businesses who derived their values based on what they think consumers want to hear vs. what they 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 they sell it to. Typically, people don’t want to lose customers, so they keep their positioning message vague and all-encompassing. When they need to exclude specific customers from positioning themselves as an expert with a particular 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 just jargon for a promise your brand is making. A brand promise makes an all-encompassing emotional statement to customers, which must be the 100% authentic truth about what they will experience with your brand.
What are the benefits of a solid Brand Strategy?
A practical and clearly defined brand strategy gives you a significant 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 internal talent, lowering recruitment costs.
Employees get more value through non-monetary incentives, creating a lower base salary. Customers can be charged a higher price as you offer additional emotional benefits.
Most importantly, your brand strategy should foster retention for employees and lower the cost of training. Fosters repeat purchase recommendations and overall loyalty.
Think Toms, think Ben & Jerry, think Patagonia, all brands that stand out for the right reasons and remain consistent even in an ever-changing world.