Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand -- the combined components of your company's character that make it identifiable.
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A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.
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First, let's clear up the biggest misconception about brand strategy: Your brand is not your product, your logo, your website, or your name.
In fact, your brand is much more than that -- it's the stuff that feels intangible. But it's that hard-to-pin-down feeling that separates powerhouse and mediocre brands from each other.
Our Approach
01
Consider your overall business strategy.
A strong, well differentiated brand will make growing your firm much easier. But what type of firm do you want? Your overall business strategy is the context for your brand development strategy, so that’s the place to start.
02
Identify your target clients.
Who are your target clients? If you say “everybody” you are making a very big mistake. Our research clearly shows that high growth, high profit firms are focused on having clearly defined target clients. The narrower the focus, the faster the growth.
03
Research your target client group.
Research helps you understand your target client’s perspective and priorities, anticipate their needs and put your message in language that resonates with them.
04
Develop your brand positioning.
How is your firm different from others and why should potential clients within your target audience choose to work with you?
05
Develop your messaging strategy.
The messages to each audience will emphasize the most relevant points. Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages. Your messaging strategy should address all of these needs. This is an important step in making your brand relevant to your target audiences.
06
Develop your name, logo and tagline.
Remember, your name, logo and tagline are not your brand. They are a part of your branding, the ways to communicate or symbolize your brand. You must live it to make it real.
07
Develop your content strategy en marketing strategy.
Remember that your brand strength is driven by both reputation and visibility. Increasing visibility alone, without strengthening your reputation, is rarely successful. That’s why traditional “awareness-building” advertising or sponsorships so often yield disappointing results.
08
Develop your website.
Your website is your single most important brand development tool. It is the place where all your audiences turn to learn what you do, how you do it and who your clients are.
09
Implement, track, and adjust.
This final step in the brand development process may be one of the most important. Obviously a winning brand development strategy doesn’t do much good if it is never implemented. That’s why tracking is so important. We strongly recommend tracking both the implementation of the plan as well as results. Only by tracking the entire process can you make sure you are drawing the right conclusions and making the right adjustments.
The Essence
We’ll help you to create a powerful brand strategy solution for your organization
that is both strategic and creative in nature to ensure that
your brand stands out from the crowd in every possible way.