Precious Tips to Help You Get Better at Brand Strategy
Consider your overall business strategy
A well differentiated brand will make it easier to grow your firm. But what type of firm do you want? Have you planed to grow organically? Your overall business strategy is the context for your brand development strategy, that’s the place to start. Clarity about where you want to take your firm, your brand will help you get there.
Identify your target clients
Who are your target clients? The more narrow the focus, the faster the growth. Research has clearly shown that high growth, high profit firms are focused on having clearly defined target clients. The more diverse the target audience, the more diluted your marketing efforts will be..
Research your target client group
Carrying out Research helps you understand your target client’s perspective and priorities, anticipate their needs. Firms that do systematic research on their target client group grow faster and are more profitable. It also informs you how they view your firm’s strengths and your current brand. As such, it dramatically lowers the marketing risk associated with brand development.
Develop your brand positioning
A positioning statement is typically three to four sentences in length and captures the essence of your brand positioning. Therefore must be grounded in reality, as you will have to deliver on what you promise. It must also be a bit inspirational so you have something to strive for.
Develop your messaging strategy
As Target audiences include potential clients, potential employees. This approach translates the brand positioning into messages to the various target audiences .The core brand positioning must be the same for all audiences, each audience will be interested in different aspects of it. Your messaging strategy should address all of the needs.
Develop your name, logo and tagline
Remember, your name, logo and tagline are not your brand. They are just ways to communicate or symbolize your brand to customers. You must live it to make it real. The name, logo and tagline are not for you, it’s for your marketplace and should be judged on how well they communicate, not how much the partners like them.
Develop your website
The website is a single most important brand development tool. It is the source allowing audiences to turn and learn what you do, how you carry it out and who your clients are. Clients are unlikely to choose your firm solely based on your website. But they may well rule your site out if it sends the wrong message..