7 Reasons Why You Need A Brand StrategyJan 21, 2023
Issue: 007 | Read: 2 min. 42 sec. | Action: 30-60 minutes
7 reasons why you need a Brand Strategy.
A brand is a person's gut feeling about your business. A brand strategy creates the best gut feeling to retain your clients. It builds the bridge between logic and magic, building a brand that wins the hearts and minds of your audience, turning them into lifelong clients, raving fans and everlasting friendships.
1. Brand strategy identifies your audience.
Here are a few questions to consider when defining your audience:
- Who do you want in your audience?
- Who is your ideal dream client?
- Who is the person that you enjoy showing up for?
- Who do you want to serve?
Researching and identifying the person, objectives, outcomes, problems, challenges, and emotions will give you the insights to direct the brand to resonate with that person emotionally.
2. Brand strategy locates your place in the market.
Brand strategy elevates your brand in the marketplace by focusing on what makes you unique, your superpower, your secret sauce, and defining why your audience should choose you above anyone else. It will give the audience why they should turn towards your brand, how you will fit into their lives, what value you will bring and what role you will play. They have no reason to turn towards your brand if you don't give them a reason. Everything else within the brand is built from this position, so it is a critical task in any brand-building exercise to define that position. This is the core reason you should invest in brand strategy before designing an identity or marketing your business.
3. Brand strategy articulates your brand persona.
A brand persona is made up of the following-
It connects with your audience on a human level through human traits. Your audience makes decisions based on emotions. They justify with logic and make decisions based on their feeling and characteristics.
4. Brand strategy communicates the message.
There are two core message blocks.
- Who you serve
- How you help
- Why choose the brand
- What are the benefits of the brand
Each of these core message blocks is the foundation for consistent messaging. Before producing any content or creating direct communication pieces, these message blocks should serve as a foundation and checklist of critical messages to communicate consistently to your audience.
5. Brand strategy directs the design.
The brand's visual expression places an image in the audience's mind. It's designed with the brand strategy characteristics and sets the tone for how the brand wants the audience to feel, connect and resonate.
6. Brand strategy informs marketing
A marketing strategy is a collection of marketing tactics all working together. It requires a personality and key messages to influence the audience. Even with a marketing strategy in place, without the elements from the brand strategy, it will struggle to position itself in the audience's mind.
7. Brand strategy defines your genius and superpower.
Genius: Your unique mixology of aspirations, strengths and values.
Superpower: How you apply and serve your genius in the marketplace.
A beautifully crafted brand strategy creates a subconscious connection between a brand and its audience. You know that feeling when you walk into a shop, and it makes you excited to explore and shop.
That's brand strategy.
Action: 30-60 minutes
Be 100% mindful of this task. Consider how you will communicate each question to your audience.
Define your Primary Core Message:
- Who do you serve?
- Where do they need help?
- What are the key benefits of working with you?
- Who is the alternative in the marketplace?
- What is your key difference in the marketplace?
Define your Secondary Core Message:
- What is your brand's vision for the future?
- What is your mission?
- How do you do business?