Now Brand Strategy Is A Bit Of A Complicated Topic Now It's Not Complicated Because It's Difficult In Fact It's Not That Difficult At All If You Understand The Elements That Go Into A Brand Strategy And You Know Where They Go And You Have Processes In Place To Develop Those Key Elements. 

Then It's Actually Not That Complicated At All The Complication Is In First Understanding Brand Strategy And All Of Those Key Elements And Where They All Go Because If You Go Online If You Type In Brand Strategy You're Gonna Come Across A Lot Of Key Elements That Tend To Cross Over And It Can Be Very Confusing Especially If There's A Lot Of Articles Contradicting Each Other And That's Pretty Much The Reality Out There. 

You Could Look At Your Purpose Statement Your Vision Statement Your Positioning Strategy Your Differentiator Your Usp Your Value Proposition All Of These Key Elements Tend To Crossover With Each Other And It's Hard To Know What You Need What You Don't Need And What Goes Where So That's What I Want To Cover In This Blog I Want To Go Over Those 10 Key Elements So That You Know Where Things Go Into Place.




Internal Brand Is A Bit Of A Difficult One To Explain But The Best Way To Explain It Is To Think Of Your Brand As A Person. 

So We As People We All Have Our External Version Of Ourselves That Other People See And They Know Our Personalities But On The Inside, We Have How We Feel So This Is What We Think What We Believe About Ourselves What We Believe About Other People The Wider World. 

Where We See Things Going In The Future What Our Vision Is How We Behave How We Hold Ourselves What We Value All Of These Things That We Don't Tend To Communicate With Anybody They're Just Kind Of Internal But They Do Dictate How We Behave In Life And How We Go Throughout Our Lives And That's Exactly What Your Internal Brand Is Within Branding Much In The Same Way We Have Our Internal Selves It Dictates Everything We Do. 

Your Internal Brand Is Exactly The Same It Influences Everything You Do It Influences All Of Your Communication All Of Your Strategies Everything Within The Brand Is Influenced By Your Internal Brand. 

So You Do Have Your Purpose And That Is Your Why Why You Do Things Beyond Just The Revenue That Your Brand Generates There Is A Connection With Your Audience There And They Get Some Kind Of Value From What You Do For Them They Get Some Kind Of Emotional Release So You Need To Tap Into What That Is And Develop A Way Around That And You'll Know What Your Compass Is Then Going Forward Beyond Just Revenue. 

Now You Also Have Your Vision And This Is Where Your Brand Is Going In The Future And The Best Way To Describe Your Vision Is The Aspirations Of Your Brand So Your Brand Has Come To Life For Some Reason There's Leadership Behind This Brand And They See A Vision For This Brand They, They Look Into The Future Maybe Five Years Maybe Ten Years And They See A Vision Of Where This Brand Is Going It's Very Very Important To Have That Nailed Down And To Use That As I Said Ongoing Within Your Brand To Have That Direction To Know Where Your Brand Is Going Long Term. 

Then You Have Your Mission And These Are The Commitments That You Make Within The Day-to-day Operations Of Your Brand And This Ties Very Much In With Your Positioning Strategy What It Is That You Do Differently For Your Audience And Knowing What Those Commitments Are Based On What You Do For Your Audience Is Really Really Key So Once You Nail Down What Those Commitments Are Then You Can Develop A Mission Statement Around That That Guides Your Brand Long Term. 

Then, Of Course, You Have Your Values Now There Are A Lot Of Companies That Will Have A Handful Of Values Up On Their About Us Page Such As Honesty Integrity Respect Etc Etc These Don't Really Mean Anything And They Don't Really Guide Any Brand That Has Values Like That Your Values Need To Be Personal To Your Brand How Are You Gonna Go About Your Business What Are You Gonna Do To Personalize Your Interaction With Your Audience.  

How Is That Gonna Apply Throughout Your Whole Brand Throughout Every Single Touch Point Throughout Every Brand Representative Within Your Brand 


I'm Sure You've Heard Of An Audience Persona Before And You've Probably Filled In An Avatar One Or Two Thousand Before Already But We Really Need To Understand Your Audience On A Deeper Level, Of Course, We Have Our Demographics And Our Psychographics

Demographics Are Going To Give You The Basics Along The Lines Of Where They Live How Old They Are What Kind Of Job They Have How Much Income They Earn Etc Etc 

Psychographics Will Go A Little Bit Deeper Into Their Behaviors In Terms Of What They Do On The Weekend What Kind Of Car Do They Drive What Music Do They Like And That Sort Of Thing But Really These Two Elements Here Your Demographics And Your Psychographics They're Just Really The Base Elements To Really Put In Place A Silhouette Of Who Your Audience Is Doesn't Really Give You Any Of That Fine Detail You Really Need To Shine 

A Light On Who Your Audience Is From A Much Deeper Level Really Understand What They Like What They Dislike What Kind Of Problems They're Going Through Because As A Brand This Is Really Where You Come Into Their Lives When It Comes To Their Problems. 

What Problem Do You Solve In Their Lives And What Kind Of Emotional Impact Does That Problem Have In Their Life Because Once You Start To Understand That Once You Get A Feeling For Those Problems That They Have And Again This Is Not Just The Very Specific Problem That You Fix But Also, 

The Problems Leading Up To The Point That They Need Your Brand The Problems After They Come Across Your Brand What Are All Of Those Problems Around What You Do And Then What Are All The Emotional Connections To That How Do They Feel Are They Frustrated Are They Frightened Are They Upset What Is It That They're Feeling Because Again Once You're Able To Understand Those Problems And You're Able To Tap Into That Emotion That Is When You Can Make Real Connections With Your Audience. 

So You Really Need To Have A Strong Audience Persona That Goes Beyond Just Your Demographics And Your Psychographics And You Need To Get Down Into The Emotional Connection That You Want To Have With That Audience 



Now Most Business Owners When They Come Across This For The First Time They Make The Mistake Of Jumping Onto Google Typing In What It Is They Do And Looking At The Top Ten Results And Checking Out Their Website And Saying Okay Well This Is What The Top Ten Are Doing So I Need To Do The Same. 

I Need To Put This Page On My Website I Need To Put These Elements Here And That's Actually The Opposite Of What Solid Competitive Analysis Is All About. 

The End Goal Of Competitive Analysis Is To Identify Gaps In The Market As To What Your Competitors Are Not Doing Now You Need To Step Inside The Shoes Of Your Audience To Do This Effectively And At This Point You'll Have Done Your Customer Analysis. 

So You'll Have A Very Good Idea As To The Problems That They Go Through And The Emotional Connections They Have To Those Problems So You must Do That Step First Because You'd Be Better Placed To See The Market From Their Perspective And That's What You Need To Do You Need To Step Inside Their Shoes Look Out Into The Market From Their Perspective And Identify Gaps In The Market Place That Your Competitors Are Not Doing And That Brings Us Up To Critical Element Number Four Which Is 


Now A Lot Of People Are Intimidated By The Differentiator Because There's This Belief That You Have To Be Revolutionary To Be Different You Know You Have To Bring Some Kind Of New Technology To The Marketplace Or A Brand New Product That's Never Been Done Before. 

A Brand New Design Or Something Like That And That's Not Actually The Case Now If You Have A Budget For That Kind Of Research And Development Then Great For You There's A Lot Of Companies In The Silicon Valley Doing That They're Raising Millions Or Hundreds Of Millions To Be Able To Go Out There And Do That But If You're Like 99% Of Businesses In The World You're Not Gonna Have That Kind Of Budget So When It Comes To Your Differentiator You Have To Be Clever. 

Now I Want To Give You A Couple Of Examples Here To Illustrate The Point That You Don't Need Millions Of Dollars You Don't Need A Massive Budget To Differentiate Yourself And If You're Clever Enough You Can Think Of A Differentiation Strategy That Doesn't Need Any Money At All. 

Now The First Example Is Avis And You Might Have Come Across This Example Before But Ava's Back In The 60s They Were Number Two To Hertz And They Were Number Two By A Long Way And They Were Actually Losing Market Share At The Time And They Came Out With A Differentiation Strategy. 

That Was Based On Communication Only They Didn't Put Any Budget Into It They Didn't Have A Team Of Developers Or Product Developers Coming Up With Something New They Simply Change Their Messaging And They Said We're Number Two So We Try Harder And That Change In Position That Change In Messaging And That Differentiation Strategy Was Able To Turn Their Business Around And They Claimed A Massive Amount Of Market Share Back From Hertz And That Goes Down As One Of The Best Examples Of Differentiation Strategies To Date. 

Another Excellent Example Of Differentiation Strategy Is The Dollar Shave Club Now This Is A Great Story As Well Because They Came Into The Marketplace As A Nobody They Were Just A Startup And They Came In With A Great Differentiation Strategy And The Strategy Was To Point The Finger At Their Biggest Competitor Who Was Gillette And What They Did Was They Tapped Into The Pain Points Of Their Audience. 

So They Stepped Inside Their Audience's Shoes And They Looked At What Problems Do They Have In And Around This Market And One Of The Biggest Problems They Had Was How Much They Had To Pay For Razors So Dollar Shave Club Came Into The Market They Pointed The Finger At Gillette They Pointed The Finger At The Unnecessary Features That Are Necessary For Blades And The Massively High Cost And Told Them That They Don't Need All Of This Stuff. 

They Just Need A Quality Blade To Be Able To Shave With And That's What They Offered Their Audience And They Offered A Smart Subscription Model As Well So They Just Had To Pay Their Monthly Fee And Their Blades Arrived At Their Door And They Ended Up Saving Their Customers A Huge Amount Of Money But Took A Massive Massive Chunk Of The Market From Gillette So That's Another Great Example Of Differentiation Strategy Without Needing A Massive Budget To Pull It Off. 



Relationships Between Brands And Consumers Has Changed Massively In The Last 20 Years Before In The 80s And The 90s Brands Held All The Cards And They Had All The Power Because The Consumer Didn't Have A Voice But Then The Internet Came Along And The Millennial Was Born Through That Generation And Then When Social Media Came Along Everybody Went Online And They Talked About What They Liked And What They Didn't Like About Brand. 

So Brands Had To Change Their Approach And Change The Way They Communicated To Their Audience And If You Go Out Into The Marketplace Today The Way Brands Used To Go Out Into The Marketplace In The 80s And The 90s And You Speak Like A Company Then You're Gonna Be Ignored You're Not Gonna Resonate With Anybody You're Gonna Come Across As A Corporate Entity And That's Not What The Consumer Wants From Brands. 

Today They Want To Feel A Connection And They Want To Feel That The Brands That They're Choosing Is More Than Just A Corporate Entity So Having A Brand Persona Having A Human Persona To Help Your Strategic Brand Communication Is A Very Very Good Way Of Resonating With Your Audience On A Human Level. 



Now Your Tone Of Voice Is Actually An Extension Of Your Personality But It's A Really Really Effective Tool And It's Something That You Really Need To Nail Down And And This All Stems From Who Your Audience Is. 

So All Of The Research That You Did On Your Customer Persona Who They Are What Kind Of Personality They Have The Struggles They Go Through The Emotional Connections They Have To That That All Plays A Part In The Tone Of Voice That You Have. 

Now If You're A Business If You're A Brand And You Deal With Something That's Very Serious Like Law For Example Then You're Not Gonna Have A Light-hearted Funny Tone Of Voice You're Gonna Have More Of A Professional Tone Of Voice But On The Other Hand If You're Dealing With Events If You're Dealing With Birthday Parties Then You're Gonna Have A Much More Playful Tone Of Voice. 

Now There Are Two Extremes But Brands Today Need To Look At Who Their Audience Is And The Problems That They Solve And Where They Fit Into Their Audience's Lives And The Personalities That They Have And Then That Should Dictate The Tone Of Voice That They Have Throughout All Of Their Communication But Again Tone Of Voice Is A Very Effective Tool When Used Correctly And It Can Really Help Your Brand To Resonate With Who Your Audience Is. 



Now Your Tagline Ties Directly In With Your Differentiation Strategy Because Your Differentiator Is What You Want Your Audience To Remember About Your Brand Then Remembering What You Do Differently Is Critical For Your Overall Brand Strategy. 

So Your Tagline Helps You Plant That Seed In The Mind Of Your Audience As To What You Do Differently So You Need To Use That As A Tool So That They Can Easily Remember What It Is That You Do They Can Easily Recall What You Do And A Really Effective Way To Get Them To Do That Is To Have A Tagline That Is Short So Try And Aim For A Tagline That's Between Four To Five Words It's Clever If Possible If You Can Make That A Double Entendre Or If You Can Make That A Clever Play On Words Then It's Much Easy To Remember And That Ties In Then To The Memorability. 

If The Sound Of Your Tag Line Is Easy To Remember If The Overall Message Of Your Tag Line Is Memorable Then It's Gonna Stick In The Mind Of Your Audience So Your Tag Line Is A Very Very Effective Tool If Used Correctly And It Ties Directly In With Your Differentiation Strategy And The Two Of Those Dovetail Together. 



Now If You Google Core Message You Get A Series Of Articles That WillTell You About How To Write A Paragraph Of Text. 

Now It Is Important That You Have A Distilled Message As To What It Is That Your Brand Should Do. 

What It Should Be Remembered For But If All You Have To Go When You Go Communicating To Your Audience About What Your Brand Does Is A Core Message Then You'll Be Lost You Need Far More Than That Within Your Brand Strategy In Order To Communicate Effectively And That's Where Your Communication Framework Comes In. 

Essentially You Need To Identify The Key Elements That You Need Your Audience To Remember About Your Brand Which Includes Who Your Audience Is You Need To Identify Who They Are The Key Benefits That You're Gonna Bring To The Table. 

How You're Different And How That Affects Their Lives What Difference Are You Gonna Make In Their Lives And All Of These Elements Tied Together And You Need To Identify Those Key Elements And There Could Be Seven To Eight Key Elements That You Want Your Audience To Remember About Your Brand. 

And Then You Write A Paragraph Of Text About Each One Of Them Now You're Not Gonna Take That Paragraph Of Text And Go And Post It On Your Social Media Site Or Put It Up On Your Website Or Post The Same Paragraphs Over And Over Again This Is A Framework That Acts As A Guide For Your Communication Ongoing. 

So When You Sit Down To Create A Piece Of Content Or To Write A Post That You Have A Guide To Go On You Know The Critical Elements That You Want Your Audience To Know About Your Brand That You Want Them To Remember And You've Got A Tool To Communicate Effectively And Consistently Throughout All Of Your Brand Communication. 



Now The Biggest Mistake I See In The Whole Spectrum Of Branding Is In And Around The Brand Story So I Just Want To Clear This Up Once And For All Your Brand Story Is Not About Your Brand It's Not About Your Founders Where Your Founders Have Come From Why They Put The Business Together Where They're Going In The Future Your Brand Story Is Not About That Your Brand Story Is About Your Audience. 

The Reason That We Love Stories So Much Is We See Ourselves In The Stories We See Our Personalities And We See Ourselves In The Characters Of Those Stories All Of The Trials And Tribulations They Go Through All Of The Challenges The Victories They Have When We Sit Down To Read A Book Or We Watch A Movie We're So Engrossed Because We're Connected To The Characters And The Reason That We're Connected To The Characters Is That We See Ourselves In Them. 

If You Produce A Story About Your Brand And Tell Your Customers A Story About Your Brand They're Not Gonna Be Able To See Where They Fit Into Your Life As A Brand Where They Fit Into Your Story Needs To Be About Your Customers And If You Have An Effective Story Framework That Breaks Down You Know Where They Are At The Moment Before They Come Across Your Brand. 

What Problems They Have What Problems They're Going Through The Challenges That They Come Up Against Before Deciding That They Need Help With Your Brand The Transformation That They Go Through On The Way To Success And Then What Success Feels Like On The Back Of That. 

That Is A Story That They're Going To Be Hooked Into Because They Will See Themselves In That They Will Relate To The Struggles That Will Relate To The Story And That Is How You Hook Your Audience In With An Effective Brand Story. Your Brand Story Is Not About Your Brand It's About Your Customers. 



A Lot Of Business Owners Overlooked A Brand Identity System As A Strategic Play Or Part Of Their Overall Brand Strategy And That's In Fact If The Business Owner In The First Place Even Bothers With A Brand Strategy. 

A Lot Of Business Owners Just Take The Brand Identity As The Brand In And Of Itself But All The Brand Identity Is Is A Strategic Tool And It's An Opportunity For Your Brand To Communicate The Characteristics That You've Identified In The Brand Strategy When You've Identified The Personality That You Want Your Brand To Portray When You've Identified The Difference That You Want To Make In Your Audience's Lives All Of These Elements Within Your Brand Strategy Shapes Your Brand Identity. 

So Your Logo Your Color Palette Your Typography All Of These Elements Have Their Own Characteristics That You Can Use As A Tool To Get Across To Your Audience What You Want Them To Understand About Your Brand. 

When You've Identified The Characteristics Within Your Personality That You Want Your Audience To Understand When You've Identified The Characteristics Within Your Tone Of Voice That You Want Your Audience To Understand You Can Then Align Them With Your Brand Identity With Your Color Palette With Your Typography With Your Image Style And All Of The Critical Elements Within Your Brand Are Aligned. 

That's When You Have An Effective Brand Strategy So These Are The 10 Critical Elements That Every Brand Must Have In Their Brand Strategy So If You Are Building A Brand Then Really Sit Down And Go Through Each And Every One Of These Elements And Make Sure That Each One Of Them Is Ticked Off As You Build Your Strategy.



I am an engineer by profession but being a blogger is my old day's dream to create my site for those who are more curious about my birthplace than I am coming from (India). the current city lives in Navi Mumbai, India

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