A brand strategy defines how a business presents itself to its customers and stands out from its competitors. It helps build trust and loyalty among the target audience. A brand strategy allows a business to create a long-term plan that defines how a business will position itself in the market. Having a brand strategy will reveal:
A brand’s mission, vision, and values
Market research & competitor details
Buyer persona(s)
Brand voice and tone
Brand identity elements
Brand guidelines
How can a brand strategy help my business?
It can increase brand equity, which is the perceived value and quality of a brand in the eyes of the customers.
It can help to create a clear and compelling brand story, which connects the customers with the brand’s mission, vision, and values.
It can guide the execution of marketing across different channels and platforms. By having a clear brand strategy, the brand can ensure that its message, voice, tone, and visual elements are in harmony and consistent across the customer journey.
How can I develop my own brand strategy?
Conduct a brand audit to assess the current state of the brand, its strengths and weaknesses, its opportunities and threats, and its performance in the market.
Define the brand’s goals and objectives, based on the business’s vision and mission
Research the target market, competitors, and industry trends, to understand the needs, preferences and expectations of the potential customers, and the opportunities that exist in the market.
Craft the brand’s positioning statement, which summarizes how the brand wants to be perceived by its target audience, how it stands out from its competitors, and what value it offers to its customers.
Develop the brand’s identity elements, such as the name, logo, tagline, colors, fonts, imagery, tone of voice, and story, that convey the brand’s personality and message to its audience.
Implement the brand strategy across all touchpoints of the customer journey, such as the website, social media, advertising, packaging, customer service, etc., ensuring consistency and coherence in every interaction.
Monitor and measure the brand strategy’s effectiveness using relevant metrics and feedback tools, such as surveys, reviews, testimonials, etc., and make adjustments as needed to improve the results.
Inspiring Brand Strategy Examples
Coca-Cola
This beverage giant has a strong brand strategy that revolves around its mission to refresh the world and inspire moments of optimism and happiness.
How do they do it?
Iconic logo
Catchy slogans
Emotional storytelling
Social Responsibility & Community Initiatives
Nike
This athletic sportswear company focuses on their vision to bring inspiration & motivation to its audience.
How do they do it?
Simple & memorable logo
Bold tag line
Inspirational messaging
Powerful & successful brand ambassadors and sponsors
Starbucks
Its mission to inspire and nurture the human spirit drives the successful brand strategy of the global coffee chain. Starbucks is known for it’s welcoming atmosphere, friendly staff, and delicious beverages.
How do they do it?
Welcoming atmosphere
Friendly staff
Personalized experience
Community Engagement
Loyalty Rewards Programs
Creating a brand strategy involves research, analysis, creativity, and testing. But a brand strategy is worth the investment, as it can help a business to reach its objectives and build its reputation over time.
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