The foundation of branding activities.
This is pre-concept stage and it involves the entire management group. This scope is to understand key aspects of your company, target market, customer profile, service & product, and category & positioning. Use the insights gathered from these key aspects to define set the foundation for all branding activities before creative development work begins.
Remember, your brand is more than your logo, name or slogan. Moreover it is the entire experience your prospects and customers have with your company, product or service.
Your brand strategy defines what your brand stands for, a promise it makes, and the personality it delivers. Your brand lives in every day-to-day interaction you have with your market:
- The images you express
- The messages you deliver on your all your marketing communications such as advertising campaigns, visual merchandising, your social media and website
- The way your employees interact with customers
- What your customers’ opinion of you versus your competition
Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers. If you want to capture significant market share, a strong brand strategy will help establish a product within the market and to build a brand that will grow and mature in a saturated marketplace. Making smart branding decisions up front is crucial since a company may have to live with the decision for a long time.