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stephen harahan here at brandmasteracademy.com and in this video you're going to learn how to create a brand strategy using this 14-step roadmap used by some of the biggest and most loved brands in the world now when you build a brand for yourself or for a client essentially what you're doing is you're building an entity that's going to connect a business to a group of people and try as you might a logo and a brand identity is not going to help you do that you need to first understand who the audience is and what they want and then devise a plan to show them that your business has what they want in a way that's going to resonate with them best and that's exactly what the brand strategy is so why is brand strategy so important well if you have products or services that you want to sell to ultimately grow your business then you want to give your business the best possible chance to grow now if you think of any team in the world any professional team in the world then they work hard on their techniques they understand who their competitors are including their weaknesses and then they go and devise a plan to go out and beat them now does this mean that every team is successful because they have a strategy no but every successful team does have a strategy and the same is said for every successful brand in the world they all have a strategy for success so now that you know that you need a brand strategy you just go out and whip one up right well it's not that easy and although most businesses do understand that they need some kind of brand strategy most don't know how to go ahead and develop one and that's what we're going to clear up in this video right now with this 14-step road map step number one develop your internal brand now this is the very first step in the brand building process and even some business owners who do understand the value of brand strategy tend to skim over this quite quickly but it is a really important step because it provides a solid foundation for your brand and if your brand doesn't have a solid foundation it doesn't take long for the cracks to appear so your internal brand includes your purpose your vision your mission and your values and it's really important that this stems from the leadership team because it is the leadership team that directs the brand and if there's not a solid belief behind why the brand exists then as i said it won't take long before cracks appear so develop your internal brand stemming from who the brand leadership team is and you'll have that solid foundation in place step number two define your target audience now in order for any business to survive and then thrive they need some kind of value that certain people want and these certain people are a group and that is who your target audience is and it's your job as a brand builder brand manager brand leader to understand these people as intimately as you can understand everything about them so use every tool at your disposal to paint a picture of who they are so your demographics your psychographics understand their challenges their pain points and ultimately get to their emotions because it's through their emotions that you're going to be able to really understand them empathize with them and connect with them step number three map your market landscape now if there is a group of people that want what you have then chances are there are a group of competitors already serving those people so you need to understand that group of competitors as well as you can because you need to understand what your audience already has available to them in the marketplace why because you don't want to offer the same thing you want to be different you want to give your audience something that they don't already have as an option in the marketplace because if you just go out into the market and offer the same as what's already out there you're just contributing to market noise and you're not giving your audience a reason to turn their heads and look towards your brand step number four uncover your market position so at this stage you'll understand who your audience is and you'll understand who your competitors are and that is a clear picture of your market landscape and having a clear picture of your market landscape allows you to see gaps and opportunities in the market where you might be able to fill and go in and give yourself a give your audience something that they don't already have already so you need to understand those gaps and start to ask some questions as to how you can be different how are you going to be better faster more convenient just a better option for your audience in the marketplace to give them that reason to turn their heads that difference that you're going to make in their lives is going to be the reason that they turn and look towards your brand and ultimately choose your brand over your competitors step number five shape your brand personality now once you've defined the position that you want to own in the market you'll understand the value that you're going to bring to your audience and the impact that you're going to make in their lives so now you need to try and come up with a plan and devise a plan to convince them of that value and show them of the impact that you're going to make in their lives now what we say to our audience is very important but how we say it will have a big impact on whether or not our message is received now on a human level we all connect with people through our personalities through the characteristics that we display and we connect with other things in the exact same way we connect with brands in the exact same way if we see personality of we see characteristics that we're attracted to then we're far more likely to be open to those messages so understand who your audience is the characteristics that they're attracted to and then infuse your message with those characteristics and your audience will be much more open to your messaging step number six identify your brand's tone of voice now this is an extension of the personality and another opportunity to inject characteristics and personality into our brand now we are in a content driven world today and there is content everywhere we see advertisements we see social posts content articles videos and each one of those is an opportunity for our brand to inject characteristics and inject personalities so that we can resonate with who our audience is so understand the personality that you want your audience to be attracted to that you know that your audience will be attracted to and then use your tone of voice to inject more of those same characteristics and if you use that tone of voice across all of your content then they'll feel a connection to your personality they'll feel a connection to your brand when compared to you know your competitors who are out there just creating content that doesn't have personality that doesn't have a tone of voice step number seven develop your messaging strategy now the personality is the how behind your message how are you gonna deliver that message and the characteristics that you're gonna use to resonate there
Thanks for your comment Lino Shelnutt, have a nice day.
- Kizzie Poortinga, Staff Member
on today's episode of building better brands we're going to be discussing briefs no not my underpants branding briefs and how to write an awesome brand in brief i'm tony hardy founder and director of county creative and today we're going to be talking about how to write a great brand in brief to give to an agency to help you get your branding project started so just for some context the brand in brief is essentially the document that you would write out all about your business all about the goals objectives challenges faced etc etc you would give that all that your branding agency our chosen few agencies to help get prices get proposals back so yeah let's dive straight in the first thing to cover off in your brand brief is all about you and your business what do you do and how do you make your money what makes you unique when stacked up amongst your competitors and how do customers buy within your sector these three questions are kind of a good top level overview of the business but the more information you can share here the better secondly what's the objective of your branding project it might be our brand is old and tired in the marketplace we need something fresh we want to inject some new life into our brand identity to help us stand out amongst the competitors what is the objective of the project and why are you doing it and then cover off your target audience and your target markets we've got a video about this already we'll link it up in the description below but basically profile your ideal customers here and that'll help get your branding agency on the same wavelength as you next up what's the current lay of the land what works with your current brand what doesn't what must stay what's going are you keeping your name or you're not of the color palettes this day can maybe change if your cadburys you're not going to swap out by purple also check out the capris rebrand review video you know these sort of lay the line questions are always good to establish a framework and establish some ground rules next we're going to get down to the nitty gritty you want to cover off project specific information are you a bricks and mortar store is it a restaurant is it an online only business what are you really looking to achieve do you want more visit us to your premises are you looking for more online sales all these sorts of questions are things you want to cover off in this section really talk about your project the real specifics what it is you're trying to get out of it other things you might want to consider this stage are things like what's the marketing strategy going to be is there a website in place that we have to be aware of what are we going to do about digital marketing all these questions should really go into the project specific information and help build a real good picture of where you are and where you want to be going next up what's the size and scope of the project are you going mad is it a full exciting new brand creation you're launching a new product line is it simply the logo doesn't work anymore and you're changing the logo mark so what's the size and scope of the project make sure you get that briefed in so you're not getting varying degrees of price and making sure you're comparing apples to apples next expand on your business so we covered a little bit off in the intro but let's consider the following questions why do you want to build a brand in this space what have you done to arrive at this point who makes up the business what are you most proud of why did you get started and what is the overall goal of the business what's the strategy what are you working towards all these sorts of questions will lay and build layers upon that initial introduction so yeah get them down and get your agency give them the full picture then for sure we're going to want to hear about your competitors who else is doing things within your space are they doing them well are they not what do you like about their brand identity what do you like about their strategy what's their website doing all these sorts of good juicy bits of information are always good to get our hands on we like to research we like to see what else is in this space and then are we trying to fit into that market are we trying to do something completely different and really make a paradigm shift into a different space altogether get that down it's always good now you may or may not have this down but if you've got a brand strategy set already do include that if not we've got some great templates and a free resource that i will also link up below if you've got it already do include that alongside your design briefly brandon brief it goes a long way and helps paint a fuller picture of your business next up you want to actually list out what it is you're looking for as a deliverable this is something a lot of people surprisingly miss out you get a lot of information about the company but uh not actually anything about what it is they need is it a law or design some typography is it a color palette do they need business cards they need let ahead so they want the full brand guideline what is it that you're actually hoping for out of this project i mean branding agencies we've kind of got a standard pro forma we know roughly what most companies want us to deliver but if there's anything extra powerpoint templates van livery shop signage anything like that make sure you list out your deliverables and be as clear and concise as you can about next up project time skills if you've got a hard line in the sand for when this thing needs to be launched let people know let people know that you're sending out the proposals on friday the 20th of september and then you'd expect to receive communications and questions by the week after then proposals a week after that etc just try and build up a bit of a picture some agencies might rule themselves up it might be too busy to take the work on and that helps you and then get to the decision faster i mean no times wasted which is always great just frame that discussion so people know what you're working towards next up the money question everybody kind of skips over and goes well we've got some budget but we don't really want to write it if you know roughly what you're working with it's only fair to put it in some agencies will work on much lowering projects much higher in projects you want to get that agency that works right in the sweet spot of your budget again we've got another video about the importance of sharing your budget so we'll link that up just now make sure you get the budget in there if you haven't got exact numbers don't worry about it but some indication of we're expecting this to run in between 15 and 25 or around the 50 000 pound mark all that goes a long way to help and set expectations next get your contact information down if your name is lisa and you're working in the marketing department make sure you put that down i'm lisa i work in the marketing department this is my email address this is my telephone number i'm here between nine and two nine and five thirty whatever it is just set those expectations so peopl
Thanks spaceemonkeyyQ your participation is very much appreciated
- Kizzie Poortinga
About the author
I've studied indigenous psychology at Davenport University in Grand Rapids and I am an expert in iranian history. I usually feel uncomfortable. My previous job was casino manager I held this position for 21 years, I love talking about safari and filmmaking. Huge fan of Ioan Gruffudd I practice paintball and collect trading cards.
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