Slapping together a couple of ideas and a logo is not a brand strategy.
Brands need a thorough understanding of why they choose specific strategies and a detailed outline of their strategy.
Because brand strategy impacts all aspects of the business, it defines marketing and product development, enables sales, and even determines company culture.
But what is brand strategy?
It can be your greatest asset or your unfortunate demise. Simply put, brand strategy is your game plan. It defines your identity, positioning in the market, value proposition, product roadmap, and the messaging that will resonate with your audience.
Above all else, it is the vehicle for building authentic connections with customers. And here’s a little secret: Real connections turn into loyal customers.
A strong brand strategy is meticulously crafted, taking into account all aspects of your market, product or service offerings, customers, and competitors. The whole point of the brand strategy process is to carve out a clear, distinct voice and image for your company – and stick to it in every aspect of what you do and the products you make.
Three things every brand needs to define:
- What is your brand’s objective?
- Who are your customers?
- How does your brand define long-term success?
Knowing the answers to each question will help determine your goals and how you should approach your customers.
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