How to create a Brand Strategy
A seven step guide to creating a Brand Strategy.
A seven step guide to creating a Brand Strategy.
SubscribeWhat is Branding?What is a Brand Strategy?Step One: Define the Target Audience
A brand cannot be successful if it does not know who it is servicing and why.
In order to successfully define a target audience, you must define them, research and interview them, create personas and refine the definition of the target audience.
Please note that target audiences change over time and must be updated periodically to make sure you understand who you are serving.
A valuable product that may be synthesized from the user research is a value proposition canvas, which will help you understand the pains and needs of the target audience.
Additionally, if you are unsure that you are creating something of value, we recommend that you consult the post on our process for finding a product-market fit.
It is recommended that you do not proceed until the target audience is clearly defined, researched, personified and documented.
Step Two: Create the Brand Pyramid
To help you dive deeper into the brand, its purpose, meaning and value, we recommend that you craft a brand pyramid.
A brand pyramid clearly describes the brands:
- Core Functionality.
- Rational benefits.
- Emotional benefits.
- Personality.
- Essence.
Step Three: Create the Brand Mission Statement
Combine the products of research synthesis (i.e. personas and value proposition canvas) and the brand pyramid to craft a brand mission statement that speaks to the target audience.
For examples of brand mission statements consult the post below.
Step Four: Create the Brand Assets
Through the lenses of the brand pyramid and brand mission statement create the logo, tagline, styleguide/brand book and any other relevant brand assets.
Step Five: Create Cultural and Diversity Plan
Define the brands approach to culture and diversity.
Step Six: Create a Touchpoint Management Plan
Define the brands approach to how it will interact with the target audience across all touch points (i.e. sales, customer service or post-purchase).
Please note that large companies often work off a script.
Step Seven: Create a Go-To-Market Strategy
Create a strategic plan for how the brand will be taken to market or be re-introduced to the target audience.
Looking to create a brand or rebrand an existing brand?
Consult the guide below to learn more about what it takes to create a brand or rebrand an existing one.
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