How do you build a brand strategy?
November 27, 2020
Building a brand strategy can be a little complicated. There is a lot to think about, but if done right, it can give you a big advantage over your competition and skyrocket your brand loyalty. It’s often recommended to leave building a brand strategy to an agency. However, if you want to do it yourself, then this is the post for you. In it, we’ll explain how you can build a brand strategy for your business.
It’s often advised to outsource the building of a brand strategy to a specialised agency. Here at Racer, we place a lot of focus on supporting our clients with their brand development. If you’re interested in having a chat with us about your brand strategy, or even outsourcing this complicated aspect of your marketing entirely, then feel free to give us a call or send us a message. We’d love to hear from you!
Step 1: Create an overview
The first step you need to take when trying to build a brand strategy is to create an overview of your overall business strategy, the kinds of clients you target, and the kind of company you want to be. Most companies will have already covered this in their business plan, but if not, here are some things to think about before getting started on building your brand:
· What does our company do?
· What makes us different from other companies in the same industry?
· What kind of clients do we like to work with?
· Have we already started our marketing communications? What kind of “personality” are we giving off on our different marketing channels?
· What can we do to make sure we reach our target audience? How should we communicate?
Step 2: Brand positioning, tone & voice
Once you have all the necessary information, it becomes a lot easier to create your brand identity, develop your brand positioning, and improve your brand tone and voice. Doing this successfully can be difficult, especially if you’re not well-versed when it comes to branding. Here are some blog posts that will hopefully point you in the right direction!
During this step, it’s important to set clear outlines for your branding. You need to get clear on what colours you’re going to use, what tone of voice you’ll use, and how you’re going to be positioning your brand. Something that’s often forgotten is to get clear on how you’re going to ensure your branding is consistent. Will you have an editor that checks everything before it’s made public? Will you take an hour per week to evaluate all communication that has gone out that week? Will you audit your branding regularly to check for inconsistencies?
Step 3: Implement it
Now it’s time to implement it all! Make sure you keep your finger on the pulse so you know when you need to change something. You may find that your plan doesn’t work very well and needs adjusting.
Tip: Get someone (externally) to review your website and branding to see if it’s consistent. Many companies think their branding is clear and consistent, but it can be easier for you to understand something than it is for people viewing your content. By working with an agency or hiring someone to go through your branding, you can ensure it’s as effective as possible.