The term “strategy” gets thrown around a lot, but what does it mean when it comes to your brand?
A brand is a collection of all-encompassing opinions about your products or company. It is what people are saying about your company when you aren’t in the room.
A brand strategy is a plan to affect how consumers view your company. It outlines who you are, why your company is unique, who you’re selling to, and how you make their lives better. You can position your brand to meet your business objectives by conducting research, exercising critical thought (especially with the help of a brand strategist), and implementing your strategy consistently.
Brand Strategy Process
We’ve broken down the brand strategy process into three easy steps.
- Step 1: We start with a questionnaire to learn more about your current strengths, weaknesses, business objectives, and project expectations. We want to know how you define success so that we can tailor your strategy to achieve it.
- Step 2: We meet for a two-hour workshop on strategy via Zoom (or in person). We ask questions and clarify your responses during this session to identify the distinctive components of your brand.
- Step 3: We create a 20+ page Brand Storybook explaining your unique brand strategy using our knowledge, research, and workshop findings. This document serves as your internal guide to ensuring aligned operations, successful sales and marketing, and strategic initiatives within your company.
Brand Strategy Deliverables
Still not sure what brand strategy looks like? Here are some of the brand strategy deliverables you can expect when working with a brand agency.
No matter how much your business changes, your purpose stays the same. That’s why your purpose often has nothing to do with the products or services you offer. Rather, it summarizes your deeper reason behind doing business.
Your vision guides your business five to ten years into the future. It’s okay to dream big as long as your vision furthers your purpose.
Your mission statement doesn’t have to last forever. In fact, it becomes more effective when you assign a deadline and/or revisit it as your business grows. Your mission is an actionable and measurable goal that can be achieved in one or two years and brings you closer to your vision.
Your brand’s values are the guiding principles for your business. They help you determine how to make decisions and carry out actions in your business, from working with clients to hiring new team members.
Tone and Voice
Your brand voice is like your company’s personality. It defines how you communicate based on the qualities that reflect your values and will resonate with your target audience.
A target audience is a group of consumers that are likely to benefit from your products or services. Market research helps uncover the specific demographics and/or psychographics they share. Defining traits ranges from age, location, and income to dreams, fears, and challenges.
Every brand has their own strengths and weaknesses. We analyze similar companies in your industry to determine your competitive advantage and how to incorporate it into your strategic marketing plan.
In order to sell your products or services, you need to define how they provide value to your customers. Your value proposition differentiates your brand and offerings within the marketplace and makes a promise of benefit to consumers.
Brand strategy only works when you implement it externally. Your messaging pillars translate your strategy into marketing content like your social media captions and website copy.
Many businesses struggle to organize their products and services in a clear and profitable way. We optimize your offering suite’s structure to increase clarity and conversions.
Your company can benefit from these brand strategy deliverables. It’s time to position your brand to stand out in your industry and get the most out of your marketing initiatives. Find out more about our brand strategy services and get in touch with us to arrange a complimentary consultation.