brand strategy
Your brand strategy is a plan for how to influence what people think, believe or understand about your organisation. It brings focus to your business, so you can identify what’s most important and make the best use of your resources. For a business to remain relevant, it’s important to adapt to shifts in customer needs and behaviour. Your brand strategy provides a framework, so that you can maintain consistency, but also respond to changing circumstances. The advantage of a well structured brand strategy is that it translates your brand – the “experience” you want to deliver to customers – into a coherent plan of specific actions.
To develop your brand strategy, we’ll take the time to understand your organisation and your ambitions. To do this we need to look at your business from three dimensions: the business dimension, internal dimension and the external dimension.
The business dimension
This is about understanding your company and your goals. To do this you need to ask “What?”. There are two aspects to consider. The first is: What do you do? The second is: What do you want to achieve? The business dimension is about facts and figures – the tangible, measurable data in your business. These are (usually) the criteria that will determine the ultimate success of your business. By understanding what they are now, and what you want them to be in the future, you can build a more effective brand strategy.
The internal dimension
This is about understanding the personality and culture of your organisation. The internal dimension is the foundation of what makes you different from your competitors, and is fundamental to attracting people to your business – both customers and staff. To do this you need to consider two questions. The first is “Why?”. Why do you do what you do? This is your “purpose” – the motivation that drives your business. The second question is “How?”. How do you do what you do? These are your “values”. They are a set of guiding principles that influence how you do business. The ability to capture, and articulate, your purpose and values is fundamental to establishing the personality and culture of your organisation.
The external dimension
This looks at the two most significant factors outside your business that will influence your success: Your customers and your competitors. To do this you need to consider the question “Who?”. Who are your customers? And who are your competitors? Finding the answer to these questions will give you the insight and understanding you need to create the most efficient and effective brand strategy.
brand proposition
Your brand proposition is the sharp end of your brand strategy. It’s a statement of the benefit you will deliver to your customers, and often takes the form of a short sentence. But it’s not simply a list of the products or services you offer. And it’s not a strapline or a slogan either (although it can be, sometimes). Your brand proposition is a statement that persuades your customers to buy from you, not your competitors.
How we develop your brand strategy
To create your brand strategy we’ll begin by asking you some questions. We will spend time talking to you, your team, your customers and your suppliers – anyone that can offer valuable insight. The outcome of these conversations, and some research we will carry out, provide the raw material needed to create your brand strategy. A draft document will be submitted to you for review, amendment and approval. When your brand strategy is approved it then provides a frame work for any future brand development, so you can make the best use of your resources.
If you would like to know more about brand strategy, and what it can do for your organisation, drop us an email, or call Jonathan on 07816 870842. It would be great to hear from you!
OUR SERVICES: HOW CAN WE HELP YOU?
BRAND IDENTITY
Your brand identity will help you to raise your profile and stand out from your rivals in a competitive environment. We’ll work with you to design a strong brand identity that is distinctive and memorable, so you can make an impact, in print, in person and on screen.
BRAND MANAGEMENT
Consistent brand management will drive your business success more efficiently and effectively. We’ll work with you to deliver your brand management strategy. With this in place you can build an on-going, long-term relationship with your customers.