What is a Brand Strategy?
If you are not sure whether your brands culture, product / service offering, systems / procedures and marketing / communication are all aligned to delivering on your brand, it is time for you to rethink the strategy, or develop a new one if you have never done it before.
A brand strategy outlines how the company will build a rapport and increase favorability within the market. It is a plan of how the business will stand out above the competition to gain, and also retain customers by resonating with them, therefore building trust and loyalty from the market.
It is a long-term plan to develop or grow a brand by achieving a series of long-term goals which will streamline the areas below in the following ways:
Culture / People: Is the culture right? Are the staff living the brand values? Are they selling the brand in the right way?
Products / Services: Are they right for the market? Do they require any innovation? Are they serving the market? Are they meeting an unmet need?
Systems / Procedures / Structure: Are they geared to building the brand? Are they right for the business? Do they make delivery to the customer easier and more fluid?
Marketing / Communication / Identity and Environments: Are you engaging? Are you reaching the right people? Are you saying the right things? Are you communicating in the right way?
The Brand Strategy therefore will align the culture, products, systems and how the brand communicates itself, so as to attract customers, and then retain them by earning their trust. A proper audit of the brand will help in the development of the strategy. Get in touch to take the first step at developing your brands strategy.
The writer is a partner consultant – Strategy at BI.
You can reach her on: joyce.waithira@brandintegrated.com