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Chapter 2 : Developing a Brand Startegy - Coggle Diagram
Chapter 2 : Developing a Brand Startegy
Why its Important
Differentiate you from your competitors so you stand out in your market
Build trust and foster loyalty in your brand by communicating your professionalism and reliability, leading to long-term organic relationships and word-of-mouth marketing
Communicate the value of your product or service to your audience and customers, which helps you improve your pricing strategy
Streamline your marketing efforts helping you expand and scale up more easily
Brand Strategy (Deinition)
A brand strategy refers to your brand identity, which differentiates you from your competitors.
It involves creating an image or brand message that resonates with customers, builds trust and loyalty, and drives brand recognition.
Branding strategy is an essential part of a successful marketing plan that involves creating a unique, unified identity for your company.
It helps you build trust, loyalty, and recognition with your target audience by communicating a consistent message across all channels.
Flowchart of Brand Strategy
Tools
Websites
Literature
Identity
Design & Copy
Messaging
Vendors
Naming
Recruiting
CRM
CLV
ROI
Customer Acquisition
Planning
Campaign Planning
Marketing Plan
Sales Process
Traditional
Traditional Media
Direct Mail
Publicity
Telemarketing
Events
Digital
Online Advertising
Social Media
SEO & SEM
Email Marketing
Management
Customer Retention
Business Development
Sales Management
Strategy
Competitive Positioning
Pricing
Brand Strategy
Distribution Channels
Steps to develop brand startegy
1. Identify your target audience.
An effective brand takes the time to filter through and prioritize the needs and desires of their ideal customer base — you cannot successfully target your ideal customer until you understand their needs.
Understanding your audience is a crucial part of a comprehensive brand strategy and lays the foundation for other aspects of brand development, like brand archetype — which helps you create memorable personas.
2. Establish a unique position in the market.
To stand out in a crowded marketplace, establish a unique market position and include it in your brand marketing strategy. This involves defining how your product or service is to be perceived by your target market compared to how they perceive that of your competitors.
Base your brand’s positioning statement on its distinct value.
Capture your brand’s essence in just one sentence focused on this differentiation and what makes your brand stand out from the competition.
3. Craft a compelling message.
Your brand story should capture your brand personality and mission statement, offering customers an emotional connection to your product or service.
It should also focus on how you can solve consumers’ problems and make their lives better, thereby creating a genuine connection with your target audience and driving loyalty in the long run.
4. Develop an engaging visual identity.
Creating a strong visual identity will expand your overall brand recognition.
Your visual identity should reflect your positioning statement and include consistent elements that represent the themes of your brand, like your logo, and specific typography and color palettes chosen for your aesthetic.
You should put these elements in your style guide, so they’re used across all touch points, such as websites, social media profiles, and marketing materials.
5. Use technology to reach your audience.
Technology can drive leads and sales through various channels.
You can use it to manage social media accounts, launch marketing campaigns, build websites, design graphics, level up your search engine optimization (SEO) for website visibility, engage with customers on mobile apps, create automated emails, and more.
Digital marketing gives you valuable insights into who your audience is and what they prefer.