Brand Strategy Outline

We have run brand strategy workshops for 7-figure businesses based all over the world.

Here is a breakdown of the four key areas that you need if you have a business but no brand.

A must-read for new founders and owners.

1. Start with your internal brand

Your internal brand can be broken down into several key questions

What do you do?

This is the proof of what you believe

Why do you do it?

This is your purpose or what you believe

What is your mission?

This is what you are giving to the world

Example: Nike – Bring inspiration and innovation to every athlete

What do you value?

This is what you care about more than anything.

How do you live these values?

It’s not enough to just write them down.

What is your vision for the future?

How will the world look if you succeed?

Make it specific.

2. Positioning & Offering

This is where you and your products fit into the market.

The foundation of this stage is research.

Research your target market

Who are they?

Write down everything you can about them.

Go talk to them

Understand their wants and needs

Understand the pain they feel.

What do they value?

You want to align your values with theirs.

This is how you build trust.

Trust is key.

Research your competitors

Who are they?

What do they do well?

What products are they heavily promoting?

What are their key messages?

Once you have all this information you can start to map out where you fit into the market.

Think of any metrics that are important to your industry.

Pot where the competition is.

Then your brand.

Then where you want to be.

Example: A 2×2 grid for price vs market share

Offering

What is your bread and butter?

Where are you pushing the boundaries?

Innovation is key to survival

What is the emotional benefit of the brand?

What do customers really want?

What are you really selling?

Example: Product is a drill. What customers really want is their house to look good with art on the wall.

This is what you are really selling.

Where can you focus your offering?

If you are making anything that doesn’t align with your customer’s wants and your mission, drop it.

Honestly.

Focus on the stuff that counts.

Read this article to define your unique selling proposition

3. External Brand

This is where you need to think about the flavour of the brand.

What is the brand’s character?

If the brand was a person how would you describe them?

How do you want people to feel when they interact with your brand?

Write down some keywords that describe the character of your brand

Make sure you remember your values in this stage.

Strategy is all about alignment.

4. Brand Experience

This stage is all about how customers interact with your brand.

Write a list of every touchpoint your brand has with potential customers

Grade the touchpoints from 1 to 10 for how connected they are to your brand.

Example: Social media would be fairly shallow compared to a face to face meeting

Make sure you have touchpoints across the whole range.

Think about how you can inject extra value for the customer at each stage?

Ok, that’s it.

An overview of the key points that make up a great brand strategy.

There is so much more that goes into forming a great brand strategy.

If you want to know more.

Contact us here 

In Summary

1) Internal brand

2) Positioning and Offering

3) External brand

4) Brand Experience