Your brand is your most valuable asset. A strong brand helps you stand out from the competition and makes you more recognizable to the consumer. To build a powerful brand, you need ... ding ding ding, you guessed it, a brand strategy!
It is an intricate plan that helps achieve your goals, and in time, builds a successful business. A cohesive brand strategy defines who you are to yourself, your employees, and your customers. It clarifies your company’s vision and keeps you on track towards your mission.
Think of your brand strategy as a powerful decluttering tool. It helps you reset when business is fluctuating and evolving. In addition, it serves as a benchmark, a way to track your progress and see how far you’ve come.
Take a look at what you already have. Does it all align and connect with the overall goal of the company? Clearly defining these statements will help your team understand what you are trying to achieve.
Think about the essence of the brand, its personality, voice, and tone. How does it communicate to the consumer, and how do they feel about your brand? Do you have a clear value proposition that expresses a strong benefit to your customer? It’s essential to think about how people perceive your brand and whether they can trust your offering.
Observe your visual identity: logo, typography, colors, and imagery. Is it consistent? Is it iconic? Does it convey the brand experience, the vibe you are going for? Does it attract the customers you’re targeting? A strong visual dialogue will help simplify your marketing and sales processes.
**While focusing on each step, remember to think about the other parts that you have identified. Brand strategy is similar to everything in nature; it works together and is all connected.
We understand it can be challenging to assess and organize ones’ brand. However, being a step away provides a fresh perspective, a third-party viewpoint may be necessary. If you think our outside lens could be helpful, we would be glad to get you going in the right direction.
Remember, it’s about the journey, not the destination. But knowing where you’re going is helpful too :)