What is brand strategy?
A brand strategy is a purposeful plan to identify what your brand represents from the inside out.
Why should you have a brand strategy?
Having a brand strategy allows you to have a clear grasp of your business goals so that all of your decisions are aligned with those goals.
Here are the eight steps to build a brand strategy:
Know your purpose
Understand your audience
Find your personality
Tell your story
Design your identity
Stay true to your word
Take your time
Include your team
Before you get started, download my brand strategy template to create a thoughtful and strategic plan for your business:
1. Know your WHY?
To create a meaningful brand that impacts its customers, you must provide a purpose that works for the greater good.
Example: LinkedIn is an American business and employment-oriented online service that operates via websites and mobile apps. About LinkedIn Welcome to LinkedIn, the world's largest professional network with nearly 740 million members in more than 200 countries and territories worldwide. Vision Create economic opportunities for every member of the global workforce. Mission The mission of LinkedIn is simple: connect the world's professionals to make them more productive and successful. Who are we? LinkedIn began in co-founder Reid Hoffman's living room in 2002 and was officially launched on May 5, 2003. Today, LinkedIn leads a diversified business with revenues from membership subscriptions, advertising sales, and recruitment solutions under the leadership of Ryan Roslansky. In December 2016, Microsoft completed its LinkedIn acquisition, bringing together the world's leading professional cloud and the world's leading professional network.
2. Read your audience
Understanding your audience helps you figure out what content and messages people care for. Once you know what to say, you will find the appropriate tone and voice for your message.
What happens when you know your audience?
You get more leads because people feel like you understand them
You get more customers since qualified leads feel like you know them
3. Find your sweet spot
Discovering your sweet spot helps you create a brand positioning statement, which sums up your brand, who it is targeting, and what makes it one-of-a-kind in the market.
4. Tell your story
Telling your story helps you to build trust and engage with your consumers. It should be truthful, gaining your audience's attention, pique their curiosity, and evoke emotion.
Find your voice
You want your brand voice to be consistent, recognizable, and easy to speak with to foster a consistent and positive culture for your team and your customers.
Adapt your tone to each situation
Use your brand voice across different channels, including emails, newsletters, social media posts, ads, and other branding assets.
A great example of a brand that has a distinct voice and tells it's story is Fridababy, a line of postpartum products for new moms. "From delivery to boogers, butts, and beyond! Frida is the brand that gets parents. That means you. We are not a lifestyle. Far from it. We are a solution-based brand. The 411 of parenting. The who-do-I-call-in-the-middle-of-the-night-cause-my-baby-won't-stop-screaming brand”. Fridababy was created by a mother of three, and one can tell. This first-hand experience of maternity makes the brand's voice unique compared to the competition. It is sincere and does not sugarcoat any of the nitty-gritty aftercare details of childbirth. Instead, the brand pokes fun at the fussiness of it all and uses this clearly in their language. As a result, they build trust and authority, using their own experiences to guide their users and help them with some not-so-comfortable experiences.
5. Design your identity
Your visual branding is an integral part of your strategy. You want your visuals to speak the same language across all mediums and contribute to your brand's overall look and feel.
On this note, some essential visual elements to consider include:
Photos, illustrations, and icons
Social media pages
Physical assets (printed brochures, merchandise, and packaging)
6. Stay true to your word
You know your purpose, you've found your voice, you get your audience, and you're looking good—now what? Next comes brand loyalty.
First comes trust, then comes love: your consumers will return to you because they can depend on you, not just because you're just selling a product. Don't forget that customers love to share brand experiences, both good and bad. When all is said and done, positive interactions with your current customers will open more doors for potential ones.
7. Take your time
A good brand strategy should stand the test of time and stay relevant.
08. Include your team
Reach out to others—including potential customers—and try to hear as many voices as possible. Create an inclusive team that will offer a wide range of perspectives to contribute to your vision.
Are you seeking the best way to brand your business, service or product?
Schedule a consultation with Capsaicin Designs today.