A brand strategy is a plan that defines how you communicate your value, personality, and promise to your target audience. It helps you stand out from the competition and create a lasting impression in the minds of your customers.
A brand strategy is not just a logo, a slogan, or a color scheme. It is a comprehensive and consistent approach that guides every aspect of your business.
But how do you build a brand strategy that works for your business? Here are some steps you can follow to create a brand strategy that reflects your vision, mission, and values.
1. Make a statement about who you are.
The first step in building a brand strategy is to define who you are as a business. What is your story? What is your purpose? What is your passion? What makes you different from others in your industry?
A statement about who you are is also known as a brand identity. It is the core of your brand strategy and the foundation of your communication.
A brand identity should be clear, concise, and compelling. It should capture the essence of your business and resonate with your audience.
For example, Nike’s brand identity is “To bring inspiration and innovation to every athlete in the world.”
This statement reflects their vision, their mission, and their differentiation. It also appeals to their target market of sports enthusiasts and aspirants.
2. Recognize your unique selling proposition.
The next step in building a brand strategy is to identify what makes you unique and valuable to your customers.
What is your competitive advantage? What benefits do you offer? What problems do you solve? What needs do you fulfill?
A unique selling proposition (USP) is a statement that summarizes why your product or service is better than the alternatives. It should highlight the main features and benefits of your offering and how they address the pain points or desires of your customers.
For example, Spotify’s USP is “Music for everyone.” This statement emphasizes their value proposition of providing unlimited access to millions of songs across different genres, moods, and occasions. It also showcases their customer-centric approach of catering to diverse preferences and tastes.
3. Make a mission statement for your company.
The third step in building a brand strategy is to articulate what you want to achieve as a business. What are your goals? What are your values? What are your principles? What are your standards?
A mission statement is a declaration of your business objectives and how you intend to accomplish them. It should be specific, measurable, achievable, relevant, and time-bound (SMART). It should also reflect your brand identity and your unique selling proposition.
For example, Airbnb’s mission statement is “To create a world where anyone can belong anywhere.” This statement expresses their goal of providing travelers with authentic and local experiences through home-sharing. It also aligns with their brand identity of being inclusive, adventurous, and community-oriented.
4. Make a list of your values.
The fourth step in building a brand strategy is to determine what you stand for as a business. What are your beliefs? What are your ethics? What are your morals? What are your convictions?
A list of values is a set of guiding principles that shape your behavior and decisions as a business. They should be consistent with your brand identity, your unique selling proposition, and your mission statement.
They should also be relevant to your industry, your market, and your stakeholders.
For example, Patagonia’s list of values includes “Build the best product”, “Cause no unnecessary harm”, “Use business to protect nature”, and “Not bound by convention”.
These values reflect their commitment to quality, sustainability, environmentalism, and innovation. They also resonate with their customers who share similar values.
5. Determine who your ideal customer is.
The fifth and final step in building a brand strategy is to define who you want to reach with your message. Who are they? Where are they? What are they like? What do they want? What do they need?
An ideal customer is a profile of the person who is most likely to buy from you, benefit from you, and be loyal to you. It should be based on data and research, not assumptions or guesses. It should include demographic, geographic, psychographic, and behavioral characteristics.
For example, Netflix’s ideal customer is someone who loves watching movies and shows online, has access to high-speed internet and smart devices, prefers convenience and personalization over price and selection, and consumes content frequently and regularly.
By following these steps, you can build a brand strategy that helps you communicate effectively with your audience, differentiate yourself from the competition, and achieve your business goals.
Remember that a brand strategy is not static but dynamic. You should always monitor, measure, and modify it according to the changing needs and expectations of your customers and the market.
A good brand strategy is not only about what you say but also about what you do.
Thank you for reading and kindly leave your opinion in the comment section below.
