Brand Strategy
Creativity is powerful, but it may miss the target without a clear brand strategy. While your mission statement reveals your proposition: what we do, your brand strategy explains whom we serve, how it is done, why it is important, and what makes your brand unique.
Defining these subjects will expand your mission statement and create a brand overview.
WHOM WE SERVE
Instead of asking “who has what I need”, I’m learning to ask, “who needs what I have”. ~ Denvil Lee
“Who needs what we have?” is a good question. It will help you visualize your customer’s first avatar.
After all, you are not building the brand for yourself.
Do you know the market demographics you want to reach? It is important, because their expectations and preferences may differ from yours.
Example: I hope to reach small business owners. They are typically aged 35-60 and own physical stores, offer local services or create individual online operations. They are interested in budget-friendly solutions to help them manage and simplify their work. They often hope to engage in their community.
Your turn! Can you describe your audience? It may require some research. Arm yourself with your mission statement and the “who needs what I have” – and do it. Knowing your audience is a huge part of your success.
HOW IS IT DONE
Brand Values and Principles
Brand values define a brand’s behavior and must be reflected in all the brand’s actions including the selection of brand aesthetics. Here are a few examples of brand values and guiding principles that I strive to follow in my writings:
- Value: User-friendly
- Guiding principle: Write in a friendly tone, and use everyday examples to explain professional subjects.
- Value: Practical
- Guiding principle: Communicate tips that are easy to follow and supported by useful resources.
- Value: Reasonable
- Guiding principle: Promote free resources and DIY projects.
Clearly defined brand values will help you in many ways:
- Brand values preserve brand identity. With competition constantly increasing, standing out from the crowd through specific values can set apart the average from the visible. Remember my observation about how the popular use of AI tools for creating keywords and content will make many brands look the same? Observing specific values may be your first line of defense from mediocrity.
- Brand values can lead to loyal customers. People like familiarity. Knowing what to expect makes them more likely to return to you.
- Brand values can help you attract the right partners and future employees. Do you remember that “birds of a feather flock together”? Exactly. You may be on your own today, but once your business grows, you’ll be glad to be joined by like-minded people.
WHY IT IS IMPORTANT
Your brand’s values will also explain the merit of your brand. Don’t take my word for it. The “Big Guys” know the “value of values” and use them:
- Apple© sells innovation,
- Nike© sells endurance,
- Volvo© sells safety
– you see the point.
Whatever your proposition or products are, most likely they are not unique on the market. You need a strategy to tell (and show) what is their special trait that can make them stand out in the crowd.
In addition to extraordinary characteristics, your proposition can gain recognition when it’s supported by a story.
WHAT MAKES THIS BRAND UNIQUE
Brand Story
We may be fascinated with AI right now, but humans want to connect with other humans. The goal of a brand story is to make it as relatable to your audience as possible.
Think about the “why” behind your brand. Maybe it is a solution to a problem you struggled with in the past. Maybe it’s a long-time passion of yours and you want to share it.
People will not care how much you know until they know how much you care.
- Brands that solve problems are sought after. The Airbnb© founders couldn’t afford their rent, so they rented out a mattress in their living room.
- Stories from the past can inspire. Apple© isn’t just about cool and pricey electronics; it’s a story about a garage startup that revolutionized the world. People like to be part of this transformation and pay some extra bucks for it.
- Sharing your vision is important. In times when taking care of the environment becomes more and more popular the visionary Patagonia© emerged from a deep passion for nature, and dedication to protecting it.
- Building a company creates stories. This is why people like to have so many good reviews for their business. The best way to prove that your brand promise works is to share your happy customers’ stories.
Creating a good story takes time, but it’s a time well spent, and an important strategic element. Good brand strategy grounds good brand design. Your brand appearance must be designed to support your proposition, mission, and story. When you stick to it the often time-wasting conversations about “someone’s favorite shade of blue” will have no merit.
BRAND TAGLINE
The one sentence that explains it all.
I mentioned previously that while working on all your brand narratives a special phrase or slogan may come to your mind: a tagline. It will describe your brand or product in a few catchy words. If you find such a statement you are a genius. Treasure it! One day it will shine on many of your brand marketing projects.
I am always in awe when I see the best. Do you remember the statement that in 2001 introduced the first iPad to the market?
1000 Songs in Your Pocket.
These five words changed the world.
Even though none of us really had the 1000 songs that we liked – we felt inspired and certainly ready to buy this new device. It was just brilliant!
And this is the kind of statement you are looking for.
FROM VALUES TO VISUALS
By now you know that a brand is more than just a logo or a name. It is the overall feeling and perception that people have about a company or product.
Just like a person, your brand will develop a personality.
A brand’s personality is made up of things like its visuals, but also the way it communicates, and the experiences people have with it. So, when you see a familiar color, typeface a certain style of photography, and it reminds you of a company – that’s the well-designed brand in action.
Clearly defined mission, values, guiding principles, and the image of your best customer should control your brand personality formation. If you skip these steps your brand will eventually develop a personality of its own.
But it may not be the one you like.