Business people discussing brand strategy

A clear brand strategy will create a competitive advantage for your business, and make it easier to win new customers. This is because it brings focus to your business, so you can identify what’s most important and make the best use of your resources.

The value of your brand strategy is that it translates your brand into something tangible, and aligns it with your business strategy. 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 perspectives: the business perspective, the internal perspective and the external perspective.


The elements of your brand strategy

The business perspective
This is all about asking “What?”. What are the products or services you sell? What is the goal you want to achieve? Or what are the targets you need to hit? The questions answered at this stage are the factors that will be measured to determine the success of your business. This is all about facts and figures – the tangible, measurable data in 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 perspective
By contrast, the internal perspective focuses on the intangible elements of your brand. It’s about defining the personality of your organisation, and understanding how that can influence what people do. The internal perspective 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 establish the internal perspective you need to ask 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? This is captured in your “values” – a list of the behaviours you want people to associate with your business. The ability to capture, and articulate, your purpose and values is a really important part of your brand experience.

The external perspective
The external perspective asks the question “Who?” Who are your customers? And who are you competitors? A clear understanding of the answer to these questions will allow you to create a more efficient brand strategy. You will be able to focus your resources where they will have the greatest impact.


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 could do for your organisation, drop us an email, or call Jonathan on 07816 870842. It would be great to hear from you!


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