Understanding Brand Strategy

A brand is a representation of a business that shapes its perception and reputation in the market. Effective brand building involves strategic communication and experiences across all touchpoints, consistently delivering on promises over time.

Three core pillars contribute to an effective brand strategy:

I. Brand Strategy: This phase focuses on defining the brand's identity, target audience, value proposition, and communication methods. Many businesses overlook this step, leading to unclear marketing and poor influence. The clarity in these aspects simplifies the brand-building process.

II. Brand Identity: This pillar encompasses the visual elements of the brand, including the logo and other cohesive design components. A strong brand identity system effectively communicates the brand's attributes visually, making it easily recognizable and memorable.

III. Brand Marketing: The final pillar is brand marketing, which involves promoting the brand across various touchpoints, such as social media, websites, advertising, and events. An effective marketing strategy ensures that the right message reaches the right audience through the right channels.

Neglecting any of these pillars can hinder a brand's success. A finely tuned marketing strategy must align with the brand it represents to ensure that the business can build a growing and sustainable brand over time.

By following this step-by-step process, you'll increase the chances of building a brand that truly connects with your audience and stands out from the competition. To create a successful brand, adopt this 10-step process used by top global brands:

1.     The Human: Approach brand-building as creating a human entity designed to connect with other humans, not just a visually appealing representation of the business.

2.     Brand Purpose: Determine your brand's purpose beyond monetary gains. Purpose-driven brands attract like-minded customers and employees.

3.     Brand Vision: Clearly define and document what success looks like for your brand to ensure every step taken aligns with your ultimate goals.

4.     Brand Mission: Outline your brand's commitments, which represent the philosophy behind how the brand will achieve its vision.

5.     Brand Values: Create concise, actionable statements that guide decision-making and demonstrate the brand's values through behaviour, not just words.

6.     Segment your Market: Identify different groups of people in your market and understand their similarities.

7.     Target your Market: Define your ideal customers by selecting specific market segments that resonate with your brand.

8.     Competitor Research: Analyse competitors to uncover their strengths, weaknesses, and gaps, providing unique opportunities for your brand.

9.     Position your Brand: Define how your brand is different from competitors and provide a compelling reason for your audience to choose your brand.

10.  Brand Archetypes: Use Carl Jung's archetypes to develop your brand's personality, aligning it with your target audience's preferences.

11.  Brand personality: Create a tangible persona that appeals to your target audience.

12.  Brand messaging: Craft a core message and framework that communicates your brand's values effectively.

13.  Brand story: Define a storytelling framework that resonates with your audience.

14.  Brand identity: Design a cohesive visual identity system that reflects your brand's personality and values.

15.  Brand presence: Create the necessary brand assets for both the digital and physical world.

16.  Brand offer: Develop a compelling offer that addresses your audience's needs and challenges.

17.  Buyer's journey: Understand the emotional states and questions of your audience at each step and create an engaging funnel.

18.  Marketing strategy: Create a plan for marketing execution that targets your audience effectively.

19.  Brand awareness: Raise the awareness of your brand within your target market.

20.  Brand adoption: Increase your conversion rates by optimising the buyer's journey and user experience.

21.  Brand advocacy: Turn happy clients into marketing machines by nurturing their relationships and encouraging them to share their experiences.

By following these steps, you can create a strong brand that resonates with your target audience and stands out in the competitive market. Remember, building a successful brand takes time, effort, and a deep understanding of your audience's needs and desires.