A strong brand strategy is a carefully thought out plan that includes both short and long-term goals for developing and growing a brand successfully.
It’s more than solely a name, logo or slogan – though these are essential, creative components of your brand, a brand encompasses everything within your organization.
“Your brand is what other people say about you when you’re not in the room.”
– Jeff Bezos, Founder and CEO of Amazon
As a company, you need to define what you stand for, the promise that you’re making and the personality you’re expressing.
When it comes to creating a brand strategy, it’s also important to get the discussion going between you and your team members. Get everyone around a boardroom table, on a conference call or even at a restaurant table and discuss the four questions below.
1 What is Your “Why”?
Why are you doing what you’re doing? Why are you selling what you’re selling?
Your “why” is what led you to create the company or what led you to join it, it’s the reason you show up to work every day and the purpose behind everything.
2 Who Are Your Competitors?
Discussing your competitors aloud with teammates is one of the most beneficial practices you can do regarding creating a brand strategy.
Why do people buy from them instead of you? How do you place in the market compared to your competitors?
Research how they’re doing things, how they are connecting with their customers and how they’re interacting with their customers on their social channels. Look at a user’s experience and think of how it differs from when people work with you. Keep in mind both what seems to be working and not working for them.
3 What is Your Business’s Personality?
This should be a fun step when creating the brand strategy; think about who you are and how you want to be perceived and make sure to describe your business as if you’re describing a person.
Think about your goals, challenges and the services you provide. But then dive further into your tone, voice and character traits.
Are you fun and playful? Or more formal or conservative? Define your business’s personality to ensure it resonates with and speaks to your customers.
4 Who is Your Audience
Create a persona for your “ideal customer”.
Think of every detail including – but not limited to – their demographic, career, educational background, how they research, what they sound like (make sure to include some quotes), their goals and challenges.
With your team, brainstorm what emotions you want your “ideal customer” to have while interacting with your product. Think about their grievances and how your business can help them.
Discussing these four questions will lay the groundwork in creating a strong brand strategy. And understanding why branding is critical to your business’s success is essential for your company to take the next step.