A well-defined, thoroughly thought-out and adaptable brand strategy can underpin your overall business direction, shape customer perceptions, drive engagement and ultimately build brand loyalty. Here are the key considerations to take to build a brand strategy that is strong enough to drive results and flexible enough to adapt and mature.
Define & document your audience.
The more you know about your target audience, the better. After all, your brand strategy depends on delivering what people want and need. Document your ideal customer profiles with a list of core attributes like job title, company size, annual revenue/income, industry, geography and other indicators as appropriate for your product or service. Then, conduct thorough research to understand your target customers’ needs, preferences and pain points on an even deeper level. Also, invest in surveys, focus groups and social media analytics to gather insights into your target demographic, and refine your audience personas over time.
Understand your value proposition.
Once you analyze who your customers are and what they need, you can begin to discover and articulate your brand’s value proposition. Take the time to identify what sets your brand apart from competitors and what value you offer to your customers.
Work with an agency partner to define your mission (why you exist), your vision (where you want to go) and your values (what you stand for). Figuring out these three guiding principles will set the stage for everything to follow, so it’s important to spend the time and get them just right. These aren’t outward-facing messages, but they will help set your course.
Define your brand positioning.
Brand positioning outlines how you want your brand to be perceived in the minds of consumers relative to your competitors. Make decisions about how you want your customers not only to think about your brand but also to feel about your brand. Identify your brand’s positioning statement, which puts words to the unique value proposition and key benefits that differentiate your brand.
Develop messaging pillars.
Work with your agency partner to establish core pillars to communicate to your audiences based on your mission, vision, values and brand positioning — and backed up by reasons to believe. Craft clear and compelling messaging that communicates your brand’s purpose, story and personality. These pillars can and should come to life in tandem with your visual identity and should be consistently communicated across channels.
Build your visual & verbal identity.
Your visual identity — including your logo, color palette, typography and imagery — plays a crucial role in shaping perception of your brand, as does your verbal identity, which outlines voice and tone rules. Invest in professional graphic design, copywriting and creative strategy that align with your brand’s personality and values to create a wholistic visual/verbal identity system that is memorable, cohesive and appealing.
Curate consistent brand experiences.
Consistent deployment of your brand is key to building a strong brand identity and fostering trust among your audiences. In fact, one survey shows that more than two-thirds of companies say brand consistency has contributed between 10-20% of their revenue growth. Ensure that your verbal identity, visual identity and customer experiences are consistent across all touch points, including your website, social media channels, marketing materials and other customer interactions.
Measure & iterate.
There’s no point putting all of this strategy in place if you aren’t going to monitor your brand’s progress and adjust as needed. Track key performance indicators to measure the effectiveness of your brand strategy and identify areas for improvement. Encourage customer feedback, and use it to refine your brand strategy and identity over time.
Work with the right branding partner.
Getting your brand strategy right starts with having the right minds in the room. An experienced agency that understands your brand and your customers at a core level can make the difficult and dynamic process of establishing a brand strategy productive, rewarding and even (we can almost promise) fun. Get in touch today for a free audit of your brand and to learn more about how Sunup can work with you to set your organization up for long-term success.
