Developing your brand strategy is a vital step for any business that wants to stand out from the competition and connect with its target audience. A brand strategy is more than just a logo, a slogan, or a colour scheme. It is a comprehensive plan that defines your brand’s identity, values, personality, voice and how you communicate them to your customers and prospects.
But how do you create a brand strategy that works for your business? Here are 12 steps to guide you through the process.
1. Define your brand purpose. Why does your brand exist? What problem does it solve or what value does it provide? Your brand purpose should be clear, concise, and compelling. It should inspire your team and resonate with your customers.
2. Identify your target audience. Who are you trying to reach with your brand? What are their needs, wants, challenges, and goals? How do they perceive your brand and your competitors? You can use market research, customer feedback, and personas to gain insights into your target audience.
3. Conduct a competitor analysis. Who are your main competitors and how do they position themselves in the market? What are their strengths and weaknesses? How do they differentiate themselves from you and vice versa? You can use tools like SWOT analysis, Porter’s five forces, and perceptual mapping to evaluate your competitive landscape.
4. Craft your brand positioning statement. How do you want your target audience to think and feel about your brand? What is the unique value proposition that you offer them? Your brand positioning statement should summarise the essence of your brand in one or two sentences. It should highlight your key benefits, attributes, and differentiators.
5. Develop your brand identity. How do you express your brand visually and verbally? What are the elements that make up your brand identity, such as logo, colour palette, typography, imagery, tone of voice, etc.? Your brand identity should be consistent, coherent, and recognizable across all touchpoints.
6. Create your brand story. What is the narrative that connects your brand with your audience? What is the history, mission, vision, and values of your brand? How do you convey your personality and emotions through your story? Your brand story should be authentic, engaging, and memorable.
7. Define your brand voice. How do you communicate with your audience through words? What is the tone, style, and language that you use in your content and messages? Your brand voice should reflect your brand personality and values. It should also match the expectations and preferences of your audience.
8. Establish your brand guidelines. How do you ensure your brand identity and voice are applied consistently and correctly across all channels and platforms? What are the rules and best practices governing the use of your brand elements? Your brand guidelines should be clear, comprehensive, and accessible to anyone who creates or manages your brand assets.
9. Build your brand awareness. How do you increase the visibility and recognition of your brand among your potential customers and stakeholders? What are the strategies and tactics you use to reach and attract them? You can use various channels and methods to build brand awareness, such as social media, SEO, PR, advertising, events, etc.
10. Cultivate your brand loyalty. How do you retain and nurture your existing customers and turn them into loyal advocates for your brand? What are the ways that you delight and reward them for their loyalty? You can use email marketing, loyalty programs, referrals, testimonials, etc. to cultivate brand loyalty.
11. Monitor your brand performance. How do you measure the effectiveness and impact of your brand strategy? What are the key metrics and indicators that you track and analyse? You can use tools like surveys, analytics, feedback loops, etc. to monitor your brand performance.
12. Refine your brand strategy. How do you improve and optimise your brand strategy based on the data and insights that you collect? What are the areas that need adjustment or improvement? You should review and update your brand strategy regularly to ensure it aligns with your goals and market conditions.
Conclusion
Developing a brand strategy is not a one-time project but an ongoing process that requires constant evaluation and improvement. By following these steps, you can create a strong and successful brand that resonates with your customers and sets you apart from your competitors.
