WHAT ARE THE DELIVERABLES OF BRAND STRATEGY

WHAT THE DELIVERABLES OF BRAND STRATEGY ACTUALLY ARE AND THE CRITICAL DECISION THAT YOU NEED TO MAKE WHEN IT COMES TO YOUR CLIENTS CUSTOMER JOURNEY. 


Now Comes To Brand Design The Deliverables Are Pretty Straightforward Because You Can See Them But When It Comes To Brand Strategy It's A Lot Less Tangible So It's A Lot More Difficult To Understand What Exactly The Deliverables Are But Why Don't We Start With The DEFINITION OF WHAT BRAND STRATEGY? 


Now Branding Is The Expression Of A Brand And Brand Strategy Therefore Is The Plan Of That Brand Expression. 


So When We Think About That The Deliverables Then Of The Brand Strategy Is The Plan Of That Brand Expression But Before We Dive Any Deeper I Just Want To Step Back For A Second And Consider This The Brand Strategy Is Actually Separated Into Two Sections And That Is THE PLANNING ASPECT OF THE STRATEGY AND EXECUTION ASPECT OF THE STRATEGY. 


 


Now When We Think About The Art Of Promoting A Business There Are Many Facets Involved And The Art Of Promoting And Business Itself Is What Branding Is But It Does Include All Facets Including Marketing And When You Take Marketing On Its Own Then That Includes Execution Tactics Like Seo Content Marketing Ad Placement Etc Etc Etc The List Goes On And On And On So. 


The Distinction That You Need To Make And The Decision That You Need To Make Is To Step Back And Look At Branding And Brand Strategy And Ask Yourself The Question Am I Gonna Be A Planner Or Am I Gonna Be An Executor Or Am I Going To Be Both So If You Understand. 


THE JOURNEY THAT YOUR AUDIENCE IS ON THE JOURNEY THAT YOUR CUSTOMERS ARE On Then You Know That They Are Promoting Their Business They're Going To Want A Brand And A Strategy To Go With That And Then They're Gonna Have A Strategic Brand Ready To Introduce To The Market So They're Going To Need Marketing As Well. 


Now If You Take On All Of These Executions If You Take On All Of These Tactics And Techniques That They Will Need To Be Executed For Them Well Then You're Gonna Dilute Yourself You're Gonna Be A Jack-of-all-trades And You Might Be Good At One Or Two Of Those Things But You're Not Gonna Great At Everything You Do. 



So You Do Need To Make A Distinction Between The Planning Of The Brand Strategy And The Execution Of The Brand Strategy And Make A Decision As To How Far Down The Road You're Gonna Go With Your Client. 



How Far You're Gonna Hold Their Hand And Lead Them Down The Road Of That Business Promotion And Where You're Gonna Stop And Where You're Gonna Hand Them Over To Someone Else. 



I'm GOING TO INCLUDE MARKETING IN THE DELIVERABLES AND THEREFORE I'M GOING TO BREAK THE DELIVERABLES OF BRAND STRATEGY UP INTO THREE SECTIONS 


WHAT ARE THE DELIVERABLES OF BRAND STRATEGY


1. WHICH IS BRAND STRATEGY 


2. BRAND IDENTITY AND 


3. MARKETING EXECUTION 




1. DELIVERABLE NUMBER ONE THE BRAND STRATEGY DELIVERABLES


Now When You Remember The Definition Of BRAND STRATEGY It Is The Plan Of That Execution So Essentially The Deliverables Of The Brand Strategy Itself Are The Elements That Express The Brand And It Acts As A Guide For The Leadership Team To Go Out And Express That Brand In The Marketplace. 


So Let's Have A Look At Those THE BRAND STRATEGY DELIVERABLES  And First Up Is


 # THE INTERNAL BRAND



 NOW THE INTERNAL BRAND

 
Is Essentially The Sole Of The Brand And It Provides The Reason As To Why The Brand Is In Business Beyond That Monetary Value And When You Hear Of Brands Starting With Why Which Comes From Simon Sinek's Book This Is What They're Doing They're Starting With Why They're Starting With That Internal Brand That Purpose And It Includes The Purpose The Vision The Mission And The Values So How The Brand Behaves Within The Market Where They're Going In The Future What Commitments They Have And What Belief System They Have As Well. 


 DELIVERABLE NUMBER TWO IS THE AUDIENCE PERSONA 




Now The Brand Strategist Spends A Huge Amount Of Time On This Section Because Everything Else From Within The Brand Strategy Stems From This Understanding Of This Audience Now The Audience Persona Is A Fictional Character And It's Developed Based On DEMOGRAPHICS AND PSYCHOGRAPHICS. 


So The Situations And The Behaviors Of That Target Audience But It Goes A Lot Deeper Than That It Gets Into The Challenges The Pain Points And The Emotional Investment So That You Can Really Understand The Behaviors Of The Audience And What's Gonna Click With Them What's Gonna Resonate With Them So That Audience Persona Is Really Key And It Sets The Foundation For The Rest Of THE BRAND STRATEGY DEVELOPMENT. 



DELIVERABLE NUMBER THREE IS A SOLID COMPETITIVE ANALYSIS 



So You Need To Understand Who Your Competitors Are And This Is Essentially Looking At Your Competitors From Your Audience's Perspective So They're Thinking To Themselves What Options Do I Have In The Marketplace Already And The Reason This Is So Important Is That If You Go Into The Marketplace Offering The Exact Same As What Your Competitors Are Offering Then All You're Gonna Do Is Contribute To Market Noise You're Not Gonna Get Any Attention From Your Audience Because They Already Had That Option In The Marketplace. 




They Don't Want More Of The Same Thing So Understand Who Your Audience Is Not Based On You Know What Can We Copy What Can We Know To Do That's The Same As Them Understand Them From The Point Of View Of What Their Strengths And Weaknesses Are So You Can Identify Gaps And Opportunities. 



DELIVERABLE NUMBER FOUR IS A UNIQUE POSITIONING STRATEGY




Now You Have Your Market Landscape At This Stage Which Is Your Audience And The Competitors In The Marketplace You've Seen The Gaps And The Opportunities Now You Need To Apply Some Creative Thinking To Really Develop Out A Unique Positioning Strategy And Everything Else From This Point Is Developed From Here Including Your Messaging And Your Story So Really Nailing This Down The Position That You're Gonna Take In The Market For That Brand And The Value That This Difference Is Gonna Offer In The Marketplace Is A Really Important Step. 


DELIVERABLE NUMBER FIVE A HUMAN BRAND PERSONA 



Now Brands Today Certainly Modern Brands Today Are Becoming A Lot More Human And That's On The Back Of A High Demand From Consumers They Want The Brands That They Deal With To Feel More Human To Them To Feel More Relatable To Them And A Human Brand Persona Allows The Brand To Do That Now THE BRAND PERSONA.


THE HUMAN BRAND PERSONA IS BROKEN UP INTO TWO SECTIONS



1. FIRST IS YOUR PERSONALITY 



2. SECOND IS YOUR BRAND VOICE 



That Personality  Will Allow Your Brand To Display Characteristics That Your Audience Is Going To Be Attracted To And The Brand Voice Then Allows You To Double Down On Those Characteristics. 


So You've Identified What Characteristics You Want To Display Through Your Personality Over Here And Then You Double Down On Those Characteristics By Bringing Those Through In Your Brand Voice And Together Your Personality And Your Brand Voice Makes Up Your Human Brand Persona It Makes Your Brand A Lot More Human And A Lot More Relatable To Your Audience. 



DELIVERABLE NUMBER SIX IS YOUR MESSAGING FRAMEWORK 




Now I'm Not Talking About A Core Message Here This Is Not A Tool That You Can Use Over And Over I'm Talking About A Messaging Framework And That's Made Up Into A Series Of Key Messages Now If You Do This Well Enough If You Execute This Well Enough And You Deliver A Really Solid Messaging Framework Then Your Message Is Gonna Resonate With Your Audience 


Through Both THE EMOTIONAL LIMBIC SYSTEM AND THE REPTILIAN BRAIN AND THE ANALYTICAL LOGICAL NEOCORTEX SO YOU'RE GONNA CONNECT WITH THEM ON AN EMOTIONAL LEVEL  And You're Also Gonna Connect With Them On An Analytical Level So They Can Feel Your Brand And They Can Also Really Understand That You Offer Value As Well. 



DELIVERABLE NUMBER SEVEN IS THE STORYTELLING FRAMEWORK




The Work That You've Done In The Audience Persona Has Paved The Way For A Lot Of The Brand Elements That You've Developed Since Then But The Journey That Your Audience Is On And The Journey That You Uncovered In The Audience Persona Development Translate Directly Into The Storytelling Framework Because That Is The Story That You Want To Tell. 


The Story Of This Person Who Is Somebody Within Your Audience And The Journey That They're On The Challenges They Go Through The Pain Points That They're Dealing With And You Know What That Emotional Investment Is And Then You're Gonna Paint A Picture Of What Life Looks Like On The Other Side Of That When Their Problem Has Been Resolved That Is The Journey That Is The Story That Your Audience Wants To Hear And That Is The Story That Your Brand Needs To Tell So That Is A Really Important Deliverable. 



NUMBER EIGHT IS YOUR BRAND STRATEGY GUIDELINES 




Now Every Element That You've Created Up Until This Point InfluencesThe Expression Of The Brand And Remember What We Defined The Brand Strategy As Is The Plan For That Brand Expression. 


So Bringing All Of Those Elements Together Within The Brand, Strategy Guidelines Provides A Tool For The Brand Leadership Team To Go Out And Express That Brand Strategically. 




SO NOW YOU'VE PUT THE FOUNDATIONS OF THE BRAND STRATEGY IN PLACE IT'S TIME TO MOVE ON TO THE NEXT SECTION WHICH IS - 




2. THE DELIVERABLES OF THE BRAND IDENTITY 




So This Is Where The Brand Comes To Life Visually And What We Deliver Here To The Client Are Those Visuals.

 SO LET'S GO THROUGH ONE BY ONE WHAT THOSE DELIVERABLES ARE -



DELIVERABLE NUMBER NINE IS THE LOGO 



Now The Amount Of Information That You Have At This Stage Is Hugely Advantageous When It Comes To DESIGNING LOGOS AND DESIGNING BRAND IDENTITIES. 


Lot Of Designers Will Jump Straight Into This Without Having Much Strategic Knowledge They Might Have A Basic Discovery Session At Their Disposal But They're Not Gonna Have All Of This Detail They're Not Gonna Have All Of These Insights And All Of This Strategic Work As A Foundation. 


So That Really Leads Into The Design And Your Logo Deliverables Here Includes The Variations So The Variations In Position, The Variations In The Colour And You Deliver Those Through Your Artwork Files And Your Exported Executional Files. 



DELIVERABLE NUMBER 10 IS TYPOGRAPHY 




Now Part Of This Will Be Completed Within The Logo Design But There's More Typography That We Provide As Well As Supporting TYPOGRAPHY Also So Typography Is Very Expressive You Know That As A Designer There's A Lot Of Characteristics That Come With Typography And If We Have The Information At Hand From The Strategic Section Which We Should Do At This Point. 


Then We're Going To Understand The Characteristics That We Want To Display Strategically Through Our Brand So Typography Really Helps Us To Do That 


DELIVERABLE NUMBER ELEVEN IS THE COLOUR PALETTE 



Now COLOUR PALETTE Is Also Very Expressive As Well Now We Can Take Characteristics That We've Defined In Our Brand Strategy And Express Them Through Colour But We Can Do More Than That As Well. 


We Might Define Within Our Position Strategy That We Want To Own A Certain Feeling An Example Of This Will Be Coke Who Owns Happiness. 


So If We Define That We Want To Own A Specific Feeling Then Colour Is A Very Good Way To Express A Certain Feeling So It's Really Important And A Really Strategic Tool When We Have All Of Those Strategic Elements At Play. 




DELIVERABLE NUMBER TWELVE IS YOUR IMAGE STYLE 



Now IMAGE STYLE Is Really Really Important Within A Brand Identity System And The Image Style Itself Can Be One Of The Most Recognizable Elements Of The Entire Brand Identity And The Reason For This Is That We Can Remember Images In As Little As 13 Milliseconds So That's 0.0013 Of A Second 


If We See An Image For That Amount Of Time Chances Are We're Gonna Be Able To Remember That Image So Our Brain Is Very Visual And We Can Use That We Can Leverage That So With A Unique Image Style We're Able To Plant The Seed In The Mind Of Our Audience And They're Gonna Be Able To Recall Our Images So Image Style Is Really Important You Might Go 


So Far As To Engaging A Photographer To Capture A Really Unique Image Style And If You Couple Your Brand Strategy In This And You Know You Define Those Characteristics That You Want To Be Displayed Within Your Image Style Well Then A Photographer Can Really Help You To Do That So The Deliverables Here Will Be Obviously The Image But Any Rights Involved In Those Images As Well. 



DELIVERABLE NUMBER 13 IS ICONOGRAPHY 




Now Any VISUAL ELEMENT Has The Opportunity To Really Solidify A Look And A Feel And That's What Your Brand Identity System Is It's SOLIDIFYING A Look And Feel And That Ties In Directly With Those Characteristics And How You Want To Appeal To Your Audience But ICONOGRAPHY Is Another Way To Do That And You Can Apply This Across Digital And Physical Products As Well. So Having A Unique ILLUSTRATION Is A Very Good Way To Solidify That Look And Feel 



DELIVERABLE NUMBER 14 IS YOUR STYLE GUIDE 




So We're All Familiar With Style Guides Certainly Those With In Branding Those Within Brand Design Are Familiar With Style Guides And Essentially This Provides You With A Rulebook Of How The Brand Is Going To Be Expressed Visually Within The Marketplace And That Is A Tool For Consistency A Tool For The Brand Management And Leadership Team To Make Sure That The Brand Is Being Visually Displayed Consistently Across The Board. 



NUMBER 15 IS YOUR DIGITAL COLLATERAL



So Your Style Guide Will Set The Terms Here And Set The Rules In Place And You Know You Can Take That Now And Go On And Develop Your Tools Of Expression Through Your COLLATERAL Both Physical And Digital But When It Comes To Digital You're Talking Here About Your Website You're Talking About Your Apps Your Social Media Assets And Banners As Well. 


And Finally, On Section 2 Of Your Brand Identity Deliverables, You Have YOUR PHYSICAL COLLATERAL So This Is Your Business Cards Your Brochures Your Fliers Your Environmental Design Any Promotional Material So Anything Physical That You're Going To Use As A Brand Expression Tool Will Fall Under Your Physical Collateral 


So Moving On To Section 3 Of Your 


DELIVERABLES 16 YOU HAVE YOUR  MARKETING PLAN AND EXECUTION DELIVERABLES 



Now Just To Reflect On What We've Done So Far In Terms Of The Deliverables For Brand Strategy We've Delivered A Plan For Expression And Tools Of That Expression So When You Think About A Brand Strategy And 


You Think That It Is A Plan For Brand Expression To This Point We Have Created That Plan For Expression And We've Also Created The Tools For Expression Now We're Passing Over Into The Marketing Section And For A Lot Of People, You're Wading Into An Area Here That Is A Bit Unfamiliar You Know You Have Seo In 


This Space You Have Facebook Ads You Have Content Marketing You Have A Lot Of Different Facets Of Brand Strategy And Marketing Strategy And Marketing Execution But It's Important To Have A Firm Grasp Of All Of The Different Elements When It Comes To Marketing So Although You May Not Deliver 


All Of These Elements Although That Might Not Be Part Of Your Delivery Plan For Your Clients It's Important To Have A Firm Grasp Of What Your Clients Options Are Because Remember What We Spoke 


About Before Your Clients Are On A Journey They're Gonna Come Across This Road At Some Point Even If You've Produced A Strategic Brand For Them Even If You've Produced Those Tools Of Expression 


They Need To Now Go Out Into The Marketplace And Express That Brand So They Do Need To Market Themselves Whether They Do That Themselves They Take Your Plan They Take Your Guidelines And Go Out And 


Express Themselves Through Those MARKETING CHANNELS That Is A Decision That You Need To Make As To How Far Down The Road You're Gonna Hold Their Hand Are You Gonna Bring Them Into This Realm Of Marketing Or Are You Just Gonna Point In A Certain Direction And 


You Know To Show Them The Way Forward Do You Have A Partnership In Place Do You Have A Referral In Place That You Can Point Them To So We Need To Think About This Crossroads Here Because This Really Is The Crossroads 


As Far As Brand Strategy Is Concerned If You Are Delivering Brand Strategy If You Are Delivering That Plan Of Action If You Are Delivering Those Tools But You're Not Delivering Marketing Execution Tactics Then This Is The Crossroads. 




 DELIVERABLE NUMBER 17 IS CHANNEL ANALYSIS

 


So What You're Gonna Do Here Is You're Gonna Look Out Into Both PHYSICAL CONGREGATIONS And DIGITAL CONGREGATIONS Of Where The Audience Is Where They're Hanging Out And Decide Which Of Those Channels Is The Most Appropriate For The Brand Message. 


So That Channel Analysis Gives A Really Good Indication As To Where Those Congregations Are Where That Audience Is Hanging Out Where They're Going To For The Type Of Information That You Can Help Them With And Then PRIORITIZING Those Channels In Order Of Importance And Relevance. 



DELIVERABLE NUMBER 18 IS YOUR MARKETING PLAN 




So You've Done Your Channel Analysis Now You Know Where The Congregation's Are And You Know The Ones That Are Prioritized And Where Your Audience Is Going To Be Most Open To Your Messaging Now You Need To Take The Brand Strategy And The Messaging Framework And Decide Which Messages Are The Most Appropriate For Your Marketing Plan. 


Develop Those Messages Including The Visuals And Create A Plan To Put Those Messages Out Into The Market Place. 



DELIVERABLE NUMBER 19 IS ARTWORK 




Now, Of Course, We've Developed Some Brand Expression Tools Within The Brand Strategy But When It Comes To Your Marketing Strategy There Will Be A Lot More Specific Communication Here And Most Forms Of Communication 


Most Forms Of Marketing Have Some Sort Of Visual Representation So The ARTWORK That You'll Be Supplying In This Case Will Be The Visuals To Support Those Individual Messages Such As Your Ads Or Your Social Media Posts. 



DELIVERABLE NUMBER 20 IS CONTENT 




Now Any Form Of Marketing Has A Form Of Content Within There Whether That's A Blog Post Or A Piece Of Ad Copy So Your Brand Strategy And Your Brand Messaging Framework And Your Personality Your Human Persona Everything From Your Personality To Your Tone Of Voice All Of That Plays Into Your Content Here. 


So Whether You're Delivering A Blog Post Or Whether You're Delivering Some Ad Copy It All Flows Into The Content That You Produce In This Section. 



DELIVERABLE NUMBER 21 IS SEO 




So SEO Is A Long-term Marketing Strategy And If You've Come Up With This Strategy As Part Of The Marketing Strategy In The Earlier Section Well Then Delivering On That Seo Is Going To Be Part Of What You Need To Deliver To Your Clients So Whether You Do This Yourself And Go In And 


Do The Technical Seo And And Execute That Or Whether You Engage An Seo Expert Is Entirely Up To You But Again This Is Just Another Example Of How Deep The Individual Execution Techniques Go. 


So Seo Is A Field In And Of Itself And If You Don't Have The Skills At Hand If You Don't Have Those Capabilities To Go In And Do That Technical Seo Well Then You Definitely Need To Be Looking Externally To Experts That Can Do That On Your Behalf So You Can Deliver That To The Client. 



DELIVERABLE NUMBER 22 IS AD PLACEMENT 




So If Within Your Strategy You've Defined That Your Paid Ads Are Part Of That Strategy We'll Then FACEBOOK ADS And GOOGLE ADWORDS Are An Example Of This So You Will Need An Expert To Go In There And Place Those Ads To Be Able To Execute Those Ads And Not Only That To Be Able To Manage Them To Be Able To Optimize Them And Make Adjustments As Well. 


So If That's Part Of Your Marketing Plan Then It's Gonna Be Part Of The Deliverable To Your Client. 




DELIVERABLE NUMBER 23 IS ANALYTICS AND REPORTING




So Again If You're Gonna Go Down The Road Of Marketing And Executing Those Marketing Services Then You're Gonna Need To Show Your Audience What's Working And What's Not So Your Analytics Is Really Important 


Here Reporting On That Roi On Those Metrics To Show What's Working And What's Not To Justify That Spend Is A Really Really Important Deliverable Within The Marketing Section Of That Brand Strategy. 

             

Now Look This Really Is An Exhaustive List Of Deliverables When It Comes To Brand Strategy But It's Important To Realize The Journey That Your Customer Is On And Also Realize What Part Of That Journey Are You Gonna Represent Are You Gonna Hold Their Hand 


All The Way Through From You Know Brand Strategy To Brand Expression To Marketing Strategy And Marketing Execution Or Are You Gonna Stop At Some Point There Is A Crossroads Where Branding Meets Marketing 


You Need To Understand Where That Crossroads Is And How Far Down The Road You're Gonna Go With Them Are You Gonna Be Part Of Their Marketing Strategy And Are You Gonna Be Part Of Their Marketing Execution. 



If You're Not Gonna Be Part Of The Marketing Execution What Direction Are You Gonna Point Them In Are You Gonna Have A Partnership In Place Are You Gonna Have A Referral In Place That You Can Direct Them To Because If You Just Abandon Them If You Create 


That Brand Strategy And That Expressive Tool And Then Send Them On Their Merry Way Well Then They're Gonna Be A Little Bit Lost So It's Really Important To Understand The Full Customer Journey That Your Audience Is On Define 


Which Part Of That Customer Journey You Are Gonna Represent And At What Point Do You Let Go Of Their Hand And Hand Them Over To Somebody Else.








 
AKASH TIMES

I AM AN ENGINEER BY PROFESSION BUT BLOGGER IS MY OLD DAYS DREAM TO CREATE MY OWN SITE FOR THOSE WHO ARE CURIOUS ABOUT MY BIRTHPLACE THEN I AM COMING FROM (INDIA). THE CURRENT CITY LIVES IN NAVI MUMBAI, INDIA

Post a Comment

IF YOU HAVE ANY PROBLEM PLEASE FELL FREE TO CONTACT US BY - AKASH TIMES

PREVIOUS POST NEXT POST