Brand Strategy

A Brand Strategy will help you build a strong, resilient brand that resonates with your customers

1.
Brand
Clarity

Having Brand Clarity allows you to make more informed decisions for your business and brand. The decisions you make here will become the foundations of your business and give you the confidence to deliver your brand clearly and effectively, knowing that any decisions you make are grounded in facts.

To have an effective brand strategy, you need complete Brand Clarity.

Business & Brand Research

Our Brand Consultants begin with a Research Phase to uncover valuable insights about your business and customers via meetings, Brand Clarity Workshops and other research techniques.

You gain fresh business direction, define your business goals and develop your Vision, Mission and Values. We’ll also get clarity on Products and Service offerings, looking at your core offerings from a fresh perspective. It is important to define your Target Audience and wider Brand Audiences – the ones that want and need what you offer.

We’ll uncover Customer Insights getting to understand their desires, problems and goals. With an in-depth overview of your business, brand and offerings, you’ll have a renewed sense of purpose and direction for you and your team and a clear direction to guide any brand-building or marketing activities.

Business Personality Attributes

Brand personality attributes are like human characteristics and qualities that a brand embodies, and they help define your point of difference and resonate with consumers. These attributes influence how consumers perceive and interact with your brand. They provide that human connection people need to trust your brand. A Brand Attribute Matrix will uncover your unique value  your customers are looking for.

Strategic Brand Assets

Armed with fresh insights from the research, we can develop your Strategic Brand Assets. These are the distinctive elements associated with your brand that contribute to its identity, recognition, and long-term success. These assets help differentiate your brand from your competitors, evoke positive associations, and reinforce brand positioning in the minds of consumers.

Strategic Brand Assets can include: Unique Selling Points (USP’s), Audience Segmentation, Brand Positioning, Unique Value Proposition, Brand Architecture, Vision & Mission Statements and Purpose Statements.

Unique Brand Essence

The culmination of the Brand Clarity phase is the development of a Unique Brand Essence. Extracted from the Brand Strategy research and filtered through a formula, we uncover your own Unique Brand Essence. It will become the core identity or spirit of your brand that sets you apart from your competitors and resonates deeply with your target audience. It encapsulates the fundamental attributes, values, and personality traits that define your brand’s identity and guide your actions and interactions.

Your Unique Brand Essence will become the meaning at the heart of your messages and the connection that turns the ordinary into something meaningful. It will be your foundation for building a strong and enduring brand identity.

2.
Customer
Journey

Your Brand Audiences are the people your brand speaks to. We need to understand who they are and what they value so you know where, how and when to reach them – and how to reliably deliver what they expect from your brand. Each audience is different and will likely experience a different customer journey with your brand.

To make more sales, or have more customers, you need to connect

Ideal Customer Personas

Your ideal persona is someone who will most value your brand experience. Taking the time to understand their own personal desires, needs and wants will help you develop your own brand and communicate with them in their language. –

  • Who is your ‘ideal’ customer how well do you know them?
  • What are their attitudes? What do they value?
  • What are their problems and pain points?
  • What are their desires/goals?

Customer Journey Experience

Each of your customers may experience a different journey with your brand. Your audiences might have different needs and priorities, so it’s important to get an insight into their own personal customer journey – their particular touch points and experiences with your brand, so you can manage and deliver a positive and consistent experience every time. Customer journey maps will direct your customers through the buyer journey from the awareness, consideration, and decision phases.

Customer Brand Touchpoints

What are the touch points a customer must pass through to achieve a goal with you? Where can you develop more touchpoints to further expose your brand? It’s important to maximise and ensure you deliver the best possible experience at every touch point, emphasizing your brand strengths and building stronger connections at every opportunity.

 

Brand Wish List

Once you have identified your customer journey and touchpoints, you can accurately decide what you need to deliver and communicate your brand more effectively. What can you create to best reach and connect with your audiences? • Where are you missing opportunities to deliver your brand messages more effectively?

3.
Connect &
Communicate

With clarity around your brand, it’s now time to ensure you are delivering the key messages in the right place, at the right time, to the right people. By building out your brand story pillars, identifying your brand voice and writing your key messages, you can be confident in effectively creating content and communications that will attract and engage your individual audiences.

To connect, you need to speak their language and ignite emotions

Unique Brand Stories

By identifying your key stories, you can develop a stronger emotional connection between your customers and your brand. They will help deliver your values, vision and mission by sharing real stories based on real people and experiences. They can also become your content story pillars for content creation.

Your Brand Voice

Your brand voice will help you deliver your stories in your unique way. Once set, your tone of voice can direct all communication and messages, from internal memos and social media posts to PR releases and content on your website.

Defined Key Messages

Key messages are the main information points you want your audience to hear, understand, and remember. They come as a bite-sized summary that articulates what you do, why you do it, how you are different, and what value you bring to stakeholders. If your brand is speaking to multiple audiences, key messages can be developed that resonate with each audience or persona.

Complete Brand Platform

The final stage of developing your Brand Strategy is to complete a simple document outlining all the key elements of your brand. This becomes your go to place to review all the foundations of your brand and acts as a platform from which to move forward confidently.

Ready to explore more of the Brand Plan journey?

Understanding Brand Strategy

Brand Audits
Brand Consulting
Business Coaching
Brand Research
Brand Workshop Facilitation

Brand Personality
Vision, Mission & Values
Brand Audience Segmentation
Program/Product Development
Brand Messaging
Brand Promise

 

Brand Essence
Brand Voice
Brand Architecture
Value Proposition
Brand Positioning

What is a Brand Audit?

A brand audit helps you assess your brand’s current position in the market. The brand audit allows you to spot strengths and opportunities and compare your company to your competitors. As a result, you will get a list of actionable insights you can implement to boost your company’s overall results.

While conducting an audit, you take a closer look at your branding and brand values and reveal how your customers feel about your company, how your company compares to your competitors, and how it performs generally. A Brand Audit will help you determine the direction in which your company should develop and provide a basis for further research within the Brand Clarity phase.

Business Coaching

As part of the Brand Development process, it is often identified that certain actions or habits can inhibit growth within a company. Business Coaching can help you improve your performance, enhance your skills, and achieve your business objectives. Whether in Personal Development or Business Development, our Business Coaches can work with you to identify areas for growth, set goals, and develop strategies to overcome challenges and maximize opportunities.

We can help you set realistic and achievable goals and objectives that align with your values and long-term vision.

We can provide support, encouragement, feedback and accountability to help you stay focused and motivated throughout the brand-building process. And we’ll identify and address challenges and obstacles hindering your progress throughout the Brand Development journey.

It will help you prioritise tasks, allocate resources effectively, and stay focused on high-impact activities.

From a Personal Development perspective, you’ll increase self-awareness, build confidence, and overcome limiting beliefs or mindset barriers that may be holding you back from reaching your full potential.

Brand Workshop Facilitation

A brand workshop is a collaborative and interactive session where key stakeholders, such as business owners, marketing teams, and sometimes external consultants, come together to define, refine, or strengthen a brand’s identity. The workshop typically involves various activities and discussions aimed at understanding the brand’s values, vision, mission, target audience, and unique selling propositions. Participants may engage in exercises like brand positioning, creating brand personas, and developing a brand messaging strategy. The goal is to align everyone involved in the brand with a cohesive and consistent understanding, ensuring it communicates effectively and resonates with its intended audience.

Brand Personality

Brand personality refers to the human-like traits and characteristics that a brand is attributed with, making it relatable and distinctive in the minds of consumers. It involves creating a set of traits and qualities that align with the brand’s values, mission, and target audience, giving the brand a unique and recognizable identity. It’s always uncovered in the research and Brand Clarity phase and guides the brand’s visual direction aswell as highlights the brand’s key point of difference. The Brand Personality will be responsible for making strong emotional connections with your audiences and is a critical element in successful brand building.

As part of the process, we develop a Brand Personality Matrix, a fun and insightful way of developing an in-depth look at your brand’s unique and distinctive personality. You can view some examples here.

Brand Messaging

Your defined brand audiences all have different agendas, goals, dreams and visions, and therefore, all need communicating with in a different way to effectively connect and engage them. Building trust is essential to building a successful brand, and when you communicate with an audience in their language, answering their specific questions, where and when they need to hear it, you are building a vast trust bank that will help you grow as a brand. Identifying those key messages is essential and can only be done if you have taken the time to really get to know each audience segment.

Brand Essence

A Unique Brand Essence is the core identity or spirit of a brand that sets you apart from your competitors and resonates deeply with your target audience. It encapsulates the fundamental attributes, values, and personality traits that define your brand’s identity and guide your actions and interactions. Your Unique Brand Essence will become the meaning at the heart of your messages and become the connection that turns the ordinary into something meaningful. It will be your foundation for building a strong and enduring brand identity.

Brand Voice

Your brand voice will help you deliver your stories in your unique way. Once set, your tone of voice can direct all communication and messages, from internal memos and social media posts to PR releases and content on your website.

Brand Architecture

Brand architecture refers to the structure and organization of a brand portfolio, outlining how individual brands or sub-brands within a company relate to and support each other. It involves the strategic arrangement of brands to create clarity, synergy, and a cohesive brand identity across a company’s entire product or service offerings. There are different types of brand architectures, and the choice often depends on the company’s business strategy and the relationships between its various offerings.

Brand Positioning

Defining and communicating its unique value proposition and differentiation, establishing a distinct and desirable space for a brand in the minds of its target audience relative to competitors. It involves defining how a brand wants to be perceived by consumers and how it differentiates itself from other offerings in the market.

What is Brand Consulting?

The primary goal of brand consulting is to help businesses develop, strengthen, and manage their brand to achieve strategic objectives. Our Brand Consultants will work closely with you to analyze your current brand position, identify opportunities for improvement, and provide strategic recommendations.

The role of a Brand Consultant involves developing your Strategic Brand Assets and guiding the development of all visuals and communications that are developed for your brand.

They will oversee Market Research to understand the competitive landscape, consumer preferences, and industry trends. They will assist in developing your Brand Positioning and how your brand is perceived in the minds of your consumers. Consultants work on strategies to differentiate your brand from competitors and create a distinct market presence.

They may also oversee the development of a cohesive and effective communication strategy. This includes planning how the brand will communicate with its target audience through various channels such as advertising, public relations, and social media.

Overall, brand consulting is a holistic approach to building and managing a brand, combining strategic thinking, creativity, and a deep understanding of market dynamics to help businesses achieve their branding objectives.

Brand Research

We focus primarily on qualitative brand research – which is gathering non-numerical data to understand the subjective aspects of a brand, such as perceptions, attitudes, and emotions. This type of research provides valuable insights into how consumers experience and interact with a brand.

It might be through Focus Groups: discussions with a small group of participants to explore opinions and attitudes towards a brand. Or via In-Depth Interviews: an opportunity to delve deep into an individual’s thoughts and feelings about a brand. Online and Social Media Listening is another approach: Monitoring social media platforms and online forums helps researchers capture real-time conversations about a brand. And often with facilitated Brand Workshops to uncover creative ideas and generate insights into how consumers perceive a brand’s values and identity.

Vision, Mission and Values

Vision, mission, and values are foundational elements that guide an organisation’s direction, purpose, and behaviour. They provide clarity on the organization’s aspirations, goals, and principles and serve as a framework for decision-making and strategy development. They will help to align the team around a common and inspiring purpose. Any marketing or communications that is undertaken has a clear outcome from the company’s vision and mission statement.

A Vision Statement outlines the organization’s long-term aspirations and defines what it ultimately aims to achieve in the future. It should be inspirational, forward-looking, and ambitious, inspiring stakeholders and guiding their efforts towards a common goal.

Example: “To be the global leader in sustainable innovation and empower communities to thrive.”

A Mission Statement encapsulates the reason for being. A fundamental purpose and reason for the organization’s existence. It should communicate the organization’s core activities, who it serves, and how it creates value for its stakeholders.

Example: “Our mission is to provide accessible and affordable healthcare solutions to improve the well-being of people worldwide.”

Core Values represent the fundamental beliefs, principles, and ethical standards that guide the behaviour and decision-making of individuals within the organization. They define the organization’s culture and shape its interactions with employees, customers, partners, and the broader community. Values serve as a compass for aligning actions and fostering a shared sense of purpose and identity among stakeholders and should be actively promoted and integrated into the organization’s policies, practices, and organizational culture.

Examples of values include integrity, accountability, respect, innovation, collaboration, and social responsibility.

Program/Product Development

As a business and a brand, one of your key points of difference will likely be the products and services you offer. Having a unique way of delivering a solution can be the difference between you and your competitors. Today, finding out how to do something is often answered quickly online via YouTube or AI-generated content. However, having a proprietary process that cannot be replicated easily is hugely valuable and should be identified and promoted. You might already have that and be marketing it successfully, or you may not have taken the time to define it and document it well enough to deliver to your customers. We can help you do that.

Brand Promise

A Brand Promise is something that you – and preferably only you – can deliver. But it must be something you can 100% promise to deliver every time you connect with your customer. It might be simple – like a smile. Or it might be an outcome, like a result, win, or profit. But whatever it is, it must be something you know you can do without fail. Because building and retaining that hard-earned trust is gold for brands.

Customer Journey Map

As you identify each audience and get to know their dreams, goals, desires, and problems, you will be able to develop a journey for them to follow. This journey guides them through the buying process, from becoming aware of you to customer service after the purchase. Designed correctly, your customer journey map will give your ideal customer the right information in the right place and time.

Value Proposition

A value proposition is a concise statement that communicates the unique benefits and value that a product, service, or brand offers to its customers. It outlines why customers should choose a particular offering over alternatives available in the market. A compelling value proposition addresses the needs, desires, and pain points of the target audience and clearly articulates the distinct advantages of the offering.

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