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How To Develop A Brand Strategy

The document provides a 10-step guide to developing an effective brand strategy. It begins by defining branding as a company's visual identity, voice, and products that communicate what it stands for. A strong brand strategy tells a company's story in a compelling way to connect with customers on a deeper level and increase loyalty. It then outlines the 10 steps, which include auditing the current branding, developing buyer personas, setting brand mission/vision, identifying competitors, developing brand identity, setting up websites, and creating content strategies to track brand performance over time. An effective brand strategy helps build a solid online presence through memorable storytelling.

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127 views5 pages

How To Develop A Brand Strategy

The document provides a 10-step guide to developing an effective brand strategy. It begins by defining branding as a company's visual identity, voice, and products that communicate what it stands for. A strong brand strategy tells a company's story in a compelling way to connect with customers on a deeper level and increase loyalty. It then outlines the 10 steps, which include auditing the current branding, developing buyer personas, setting brand mission/vision, identifying competitors, developing brand identity, setting up websites, and creating content strategies to track brand performance over time. An effective brand strategy helps build a solid online presence through memorable storytelling.

Uploaded by

andrew
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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How to Develop a Brand Strategy: A Step-by-step Guide

By Kevin Payne 13 Comments

When it comes to developing a branding strategy, business owners equate this to choosing the logo design, font
families, and color palette for their website and package.

And since these tasks are usually outsourced to freelance graphic designers or media companies, not many
business owners take the time to develop and document a branding strategy.

In reality, there’s so much more that goes into developing and implementing creative branding ideas so that you
can build an online presence that’ll grab the attention of your audience.

Today, I’ll be guiding you through the steps on how to develop a branding strategy for your business.

First, what is branding?


Table of Contents
 First, what is branding?
 Why does your business need to develop a brand strategy?
 Steps to develop a brand strategy
o 1. Audit your current branding and marketing strategy
o 2. Develop your buyer persona
o 3. Determine your business’ mission and vision
 4. Be clear about your “why.”
o 5. Identify and analyze your competitors
o 6. Audit your current branding and media campaigns
o 7. Develop your brand identity
o 8. Set-up your website
o 9. Develop your content marketing strategy
o 10. Track and monitor your brand strategy
 An effective brand strategy can help you build a solid presence online

Your company’s brand communicates what your company stands for, what you aim to do, and what you can offer
to your audience. 

Your logo, all your graphics, and the colors associated with your company comprise the visual aspect of your
branding.

The words your company puts out and the causes you stand for make up your company’s voice. Even the
products you sell tell a lot about your company. All these combine to make up your company’s branding as a
whole.

Presenting these things and creating a strong image of your brand in your audience’s mind can convert them into
customers
Source: SmartInsights

Why does your business need to develop a brand strategy?


Creating a clear, compelling, and memorable image in the minds of your company’s audience is not something
quickly done. It requires a clearcut plan and thoughtful execution.

With a brand strategy, you can create the image you want in your audience’s heads when they think of your
company. It’ll also convey actions and words to reflect what your company stands for. You want your customers
to know why your company exists.

In short, developing your brand strategy is about telling your brand’s story.

Brand storytelling shares why you started your business, the journey to get where you are now, and the values
and principles your company holds dear. That way, your customers can connect with you at a deeper level. 

This doesn’t only send vital information about your company to your audience but helps them remember your
brand. It also keeps your customers loyal to your brand because they feel good about supporting a brand they
identify with.

More importantly, your brand impacts your businesses’ bottom line. That’s because customers are more likely to
support brands that they remember, and they identify with.

Nike’s ad campaign featuring Colin Caprnick, the former NFL player who made headlines for kneeling during the
US national anthem, is a perfect example. 

Source: Los Angeles Times

Even though the ad didn’t show any products or the name of the company, Nike’s done such a great job with their
brand strategy that the logo and tagline are enough to tell you who’s ad is this.

Steps to develop a brand strategy


1. Audit your current branding and marketing strategy
Before planning your strategy, you have to know where you stand now. 

From the moment your company was made, you’ve already been building your brand. The first step to finding out
what your company branding is to ask yourself: “What is the point of my business?”

Your company exists for a reason. It could be as simple as: “There was nobody providing products like mine in my
area.” 

The fact that you sell those products to people in your area already equates your brand with the message that you
want to contribute positively to your community.

Take note of how you’ve been communicating with customers on social media and through your other support
channels. Find out how your logo would make others feel. Find out what your customers feel and think when they
do business with your company.

These are all things that your customers already identify you with, and these are the building blocks upon which
you can build upon or pivot your marketing strategy so that you can continue growing.

2. Develop your buyer persona


A buyer persona is a profile of an ideal target customer. 

Beyond demographics, it represents a real person: what they go through in a day, what they like and dislike, and
which social media channels they use.

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