Accomplished brands are all composed of various unique elements that all function together to create an effective brand strategy. We call them gears!
A brand strategy provides a plan and aligns the 'gears' to create a brand persona that resonates with your audience, makes a mark on the industry, and sets the standard for everyone working with you.
Here's our list of The 9 Gears of a Brand Strategy
1. Brand Mission
Your brand mission is your 'WHY.' Establishing why you're in business (besides the monetary gain) gives your brand a purpose. If you don't have a purpose, you're in the wrong business! Establishing your mission will help you attract loyal fans, grow your sales, establish your brand, and increase your ROI.
2. Brand Vision
Establishing your goals will help you understand the steps you need to take to get there, and inevitably influence your business decisions. Creating Goals will help you aim for significant accomplishments, inspire your network, make calculated business decisions, and stay on brand.
3. Brand Ethos
Identifying your core values and philosophies will create your company culture and determine how your brand is perceived. Your brand values will show your potential clients what you stand for and help create a footprint in the market-place, stay true to your vision, and create a healthy workplace for your team.
4. Target Audience
Knowing your target audience will help position your brand in the market in a way that resonates with your target customers. Learning their habits, needs, goals, and preferences will allow you to create effective marketing strategies.
5. Market Analysis
Analyzing your industry's current market and finding a 'place to sit' will help establish what sets you apart amongst your competitors. All industries are overcrowded, competitive, and shouting over each other. Your analysis will help determine your brand's strengths and weaknesses compared to your competitors and capitalize on the elements that make you, you!
6. Brand Awareness
An effective content strategy will guide the way potential clients learn about your brand. When creating your marketing plan, consider the many pathways of gaining exposure, and create content to fit those mediums. A well-designed content strategy is loyal to the brand, cohesive, and tailored to your target audience.
7. Brand Personality
Relationships are created through connection, and humanizing your brand by defining its personality is the key to building relationships with your clients. A great way to make your brand personality is to try and describe it as if it was a person and see who you come up with!
Editors Note: Check out our article about 'Brand Intimacy' which breaks down the importance of an emotional connection with your audience.
8. Brand Voice
Your brand voice will guide how you sound to your target audience and deliver your brand message in a way that is true to your ethos. Consistency is vital in using your brand voice; however, understanding the difference between Language + Tone is paramount to humanizing your voice and communicating appropriately.
9. Brand Tag Line + Slogan
This set of elements create a memorable brand experience and play an essential role in resonating with your audience.
Written by: Alla Malina, Creative Director @ FSM