You wouldn’t build a house without foundations, so don’t build a brand without a strategy. Foundations are there to stop your building toppling over and that’s exactly what a good strategy will do for your business – it will keep you on track to success. In this blog, I’ll show you how to kick start your brand strategy for a successful 2022.
What is a brand strategy?
Your brand strategy is the foundation for all your communications. It should define your target audience and your positioning in the market – in other words, what you do differently from your competitors. This will help shape how you communicate with your audience and ensure you’re speaking to the right people in the right places at the right time. Why is this important? Because it helps you stand out in a crowded marketplace.
There should be four main elements to your brand strategy:
- Brand mission statement
- Core brand values
- Unique selling point (USP)
- Brand personality
Putting down in words why you exist, how you work, and what you do differently, clarifies the things about your business that you need to know before you start work on your brand communications. It also ensures everyone who works for you knows what you stand for, so you’re all representing the business consistently.
Remember, it’s not just what you say, it’s how you say it. So, think about how your business will look, feel, and sound – its personality. This should represent your business in a way that means something to your audience to capture their attention, be easily remembered, and move them into action when the time is right.
Why do you need a brand strategy?
Many people don’t even know what a brand strategy is, so why do you need one? There are three good reasons for having a strategy – it defines what you do, it keeps you on track, and ultimately that will help you stand out from the competition.
- It defines what you do
Without a strategy, you’re at risk of casting your net way too wide. You can’t be everything to everyone, so you need to define who your audience is and how you’re going to interact with them. Your brand is the vehicle to making that happen and managing how your audience perceives you.
- It keeps you on track
Consistent presentation increases a brand’s revenue by an average of 23% – that’s a lot! Inconsistencies look unprofessional, but they also throw up red flags to your customers about your authenticity. Having a strategy keeps you on track so you avoid making silly mistakes that could cost you business down the line.
- It helps you stand out
Having clarity about your business personality will distinguish you from your competition. If your brand is a true reflection of your business and the people in it and what you stand for, you won’t have to worry about staying on the same page as your customers – you’ll have attracted exactly the right people.
Revisiting your brand strategy
Naturally over time your business will evolve, and your branding needs to reflect those changes. I’ve talked about the difference between a brand refresh and a re-brand in previous blogs, but both of these processes are about making sure your brand is reflective of your business right now – not when the strategy was written.
Whatever stage your business is at today, your brand will benefit from the injection of meaning, purpose, and behaviour. Your brand strategy can pull your business up when things are down, bring your business together when things are flying in all directions, or help your business go through a big change.
Keep revisiting your brand strategy so you can ensure it’s still up-to-date and make sure that you’re sharing it with the key people in your organisation. This will ensure that everyone is clear on what they should be doing, so you present yourself consistently to your audience. If the people in the business don’t understand why your business exists then this will come across when you’re communicating with your prospects.
Taking the next steps
It’s hard to find the time to work on your business when you’re so focused on what’s happening day-to-day. Before you know it, weeks have passed and then months. If you’re hoping for a successful 2022, don’t leave it until January to start planning. My collaborative masterclass will help kick start your brand strategy.
Over 2-days myself and Zoe Wadsworth will be delivering a masterclass to arm you with tools, tactics, and a clear plan that you can employ into your business straight away, into next year and use time and time again beyond that. We will provide you with clarity on your purpose, hone your vision, work on your customer blueprint, and simplify everything so you are not left with overwhelm.
Our aim is to arm you for action not just set you in motion, so what are you waiting for book your place now on this limited place masterclass. Get ahead and get your ducks in a row with my collaborative masterclass that will kick start your brand strategy and your business into 2022 (and beyond) for more information, email me .
