An introduction to brand strategy
Every business needs a brand strategy, but what is this exactly, and what do you need to consider as you develop yours? Here are the key points to be aware of
What is a brand strategy?
A brand strategy can be considered as a blueprint for a way that a brand is viewed and perceived. In this way, it’s more than just catchy slogans and eye-catching graphics; it’s a way to create trust with customers, build a reputation in the market, share your values and create a meaningful connection with customers and other stakeholders such as partners and potential staff. It will then act as a guide to clarify your messaging, market position and presence and your visual identity. It acts to underpin your entire marketing strategy and delivery.
Who creates a brand strategy?
If a business has its own marketing director, he or she will usually create the brand strategy. However, most businesses will bring in specialists to guide this vital piece of work, using a brand strategy agency, such as www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency, for example, to ensure that it is right.
What is in brand strategy?
The brand strategy will seek to answer key questions such as, what is our business, what does our brand stand for, and how do we resonate and connect with our audience. It asks what the brand stands for and what makes it unique. It should bring a lot of personality to your marketing and really bring it to life. Inside the strategy, there will be a purpose, audience, position in the market and unique identity.
Why does it matter?
When you get your brand strategy right, you can build trust in the marketplace and position your brand meaningfully for the longer term. The strategy also ensures that everyone involved in your marketing in any way can do so consistently and with confidence, to create a coherent image in the marketplace.
In short, a brand strategy is a unique piece of work that is fundamental to the success of the entire company, and a guiding star for its activities.