Slapping together a couple of ideas and a logo is not a brand strategy.
Brands today need both a thorough understanding of why they choose certain strategies and a detailed outline of what their strategies will be.
Because brand strategy drives marketing, product development, sales, and even company culture. The more detailed you are in your branding strategy, the easier it will be to succeed when you execute those strategies.
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 real connections with customers. And here’s a little secret: Real connections turn into loyal customers.
The world’s most successful brands didn’t just pop up overnight. It takes a focused strategy and hard work to create a great brand. 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.
Here are 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, how you should approach your customers, and how you’ll measure your success in meeting your goals.
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