What is a Brand Strategy?
“Products are made in a factory but brands are created in the mind”
— Walter Landor
Hey there, Friend!
Have you been feeling overwhelmed as you try to figure out how to brand your business? You know you need some clever branding to sell that epic product or service of yours, but it's hard to know where to start. There are so many elements that go into establishing a brand for your business: from designing a logo to building your website to creating that perfect Instagram grid, but as you fall deeper down the branding rabbit hole, your head will start to spin.
The question is, where to begin?
My method is to always start with a Brand Strategy.
Let’s pretend you've decided to build a house. Before you begin framing it out or even laying the foundation, you’ll need a blueprint. A blueprint will define everything from the layout to the materials to the installation method. It's the comprehensive plan you'll need before you begin the build.
And although I’ve never built a home, the lesson we can learn from this riveting hypothetical exercise is that before you build anything, you're going to need a plan.
The same is true for your brand. When you consider your brand, think of the Brand Strategy as the blueprint that defines where your business is heading. Your brand strategy, will outline details like your brand's purpose, core values, your audience, and more.
what does an effective brand strategy look like in action?
Let’s take Starbucks for example. One of their core values (a key part of their brand strategy) includes creating a culture of warmth and belonging. This value is lived out through the ambiance of their stores, to the simple act of writing the names of their customers on their cups.
This creates the customer's experience, and the customer experience is their brand.
While you're not going to build a brand like Starbucks overnight, you can lay the groundwork for an effective brand today by starting to develop your brand strategy.
A solid brand strategy will act as the guidepost for all of your branding decisions. The best logos and the most engaging Instagram posts are often informed by a clear brand strategy.
what do you need to build an effective brand strategy?
An effective brand strategy involves getting clear on what drives your business. It's a soulful approach to branding that deals with the psychology of your customers and how your ideal audience will experience your brand. It examines your competitors and explores what makes your business unique so that you can stand-out in your industry.
A great brand strategy will answers these 7 questions:
Why does your business exist? Or what's your business's purpose?
Who do you serve, and what is their key problem that you can solve?
How do you meet the needs of your customers, beyond your offering?
What is the journey your customers go through before making a purchase decision?
How do you solve their problem better than your competition?
What differentiates you from others in your industry?
And finally, knowing what differentiates your business, how will you communicate your offering through messaging and visuals?
While this isn't an exhaustive list for what brand strategy can resolve, if you can answer these key questions, you'll be well on your way towards building a meaningful brand!
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