The first episode of our Brand Strategy Video Series explores common misconceptions about what a brand really is and how a brand strategy can be a massive catalyst for growth.
A brand strategy is how you define what makes you absolutely unique in the marketplace and how you are completely separate from your competitors.
Once you create an impactful and strategic brand, it impacts every part of your organization.
Appealing to your target audiences pains and needs to entice them to click.
Convincing audiences to take action is about communicating value and differentiation.
Nuanced messaging and materials supporting value propositions drives leads into customers.
Every employee should be an evangelist of your unique positioning and messaging.
Aligning employees and providing clarity for who you are and where the organization is going.
When your production teams know why you are different they will be aligned to ensure you deliver on those unique promises.
Your brand strategy defines what makes you different as well as how you look, sound, feel, and present your business to the world. A Brand Strategy should be a framework for how you talk about your business, how the entire team executes their jobs and where the company is headed.
The first part of a brand strategy should be to narrow your market, then you can create the elements of a brand that will make you more competitive.
How do you prioritize your audiences to ensure the best use of time and money as well as improve conversions.
Know motivations, buying factors, pains, and demographics so you can target them and speak to them.
Define what makes you unique compared to competitors and alternatives.
Proof & Aspirations.
Ensure you can convince audiences that you live your value propositions.
Define what your organization looks like, sounds like, feels like, and how you communicate.
Flag In The Ground.
An aspirational "we believe" statement that builds a passionate foundation for why you exist.
In 7 seconds you should be able to explain what you do in a simple and articulate way.
Your positioning is how you deliver on your unique brand position.
Embody your brand as a visual using fonts, colors, a logo, and graphics.
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The entire team from sales and marketing to operations and customer service have to be aligned, working together, and executing on their objectives.
The biggest issue is that it's easy to get sucked into the day-to-day working in the business - just checking tasks off your list - rather than working ON the business figuring out where you want to go and how to get there.
When we don't know the answer to these fundamental questions, then our marketing, sales, and operations are not aligned and working together.
That makes the uphill growth battle even more challenging.
Defining a crystal clear, intelligent Brand Strategy that gets every person in our organization able to articulate what makes you the most unique company in the world.
And when every marketing activity, every sales meeting, and every customer interaction is infused your unique market position and value propositions
It completely obliterates competitors - making them irrelevant - while your target market salivates at the idea of choosing you.
Developing an impactful and powerful Brand Strategy isn't easy but it doesn't have to be impossible.
Over the last 18 years in my own business working with hundreds of organizations on how to grow, I've developed a program that brings logic and simplicity to the process of developing unique brands while making the outcome even more strategic.
We call it the Breakthrough Brand Strategy.
Our video series dives deep into our specialized approach to building a smart strategy to drive growth.
What makes it special is that we have created logical exercises that build upon each other in a progressive process. This approach removes a lot of the bias and gives structure to the problem solving required to create the right brand strategy.
If you are interested in learning more about our program, just contact our team.
Duration: 1.5 - 2 hours
Speaker / Trainer: Andy Halko, CEO of Insivia
Type: Interactive with Active Working Time
Materials: Brand Strategy Workbook
A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. But what does that really mean?
Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand -- the combined components of your company's character that make it identifiable.
Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand.
These perfectly connect consumer behaviors, beliefs, trends and time to your company's core competencies while making competitors irrelevant feels like fitting a key into a lock. Finding that key is rarely an easy process.
There are two things required to reach a destination - first to know where you want to go, but second to also know where you stand today. It's true, if we asked Google maps to direct us to Pittsburgh, but it had no idea where we were then it could not show us the path we need to take.