3 things to check in your brand strategy
You’ll think that there’s no hard and fast rule to developing a strong brand strategy. While it is true that different strategies work for different brands, there are still certain components that a good one possesses.
These components are the main foundation that you can build the rest of the strategy on. Remember that if the foundation is weak, it doesn’t matter how good the other building materials are – it will still come crumbling down like a house of cards.
If you want to make sure that you have a good brand strategy for your company, you need to make sure that it meets some of these basic requirements. So, if you’re wondering whether your strong brand strategy hits all the marks, the following are a few things that you need to check in order to see how well it works:
01. Does it tells your story?
All brands have a story behind them and their strategy can help to shed some light here. A good brand story can help to build an emotional connection with the company. In this day and age, more people are looking for an experience rather than a product. It’s the main reason why brands like Apple, Microsoft and Disney are able to connect with their audiences consistently.
They each have an underdog story that shows the hard work and struggle the company went through just to build a product for you. In each story, the consumer is always at the heart of the message, which can make them feel important and involved.
02. Does it speak to your audience?
A strong brand strategy is one which embodies clarity and also creates a dialogue with the audience. To know what message your audience will resonate with, you need to make use of buyer personas. A good idea is to have buyer personas for different demographics, such as age, career, gender and buying power.
All these personas can help you get a look at the brand strategy through different perspectives. In this case, it also helps to highlight any areas where your strategy is lacking and the measures you can apply to make it look appealing for your buyers.
03. Does it meet your goals?
At the end of the day, your brand strategy should be designed in a manner that it allows you to meet your goals. Whether those goals are tapping into a newer market, brand loyalty, bigger market visibility or experiencing business growth, your strategy needs to accommodate and meet these goals. There’s no point in telling a story and having clear communication if you aren’t sure what your goals are.
In this case, even a strong brand strategy will not be able to help you out. Always have a road map that you can apply your brand strategy to, and not the other way around. If you’re applying your road map to your brand strategy, you will find that it is difficult and you might not be able to meet your goals.
So have a review of your current brand strategy and check to see if it meets these 3 things. By having a strong and rounded brand strategy you can ensure that it contributes to your business’s market growth and future continuity.