21 min
217cast 015: How to Build a Brand Strategy 217cast: Business, Marketing, and Branding
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- Marketing
What is it?
Brand Strategies help give you and your team guidance as you build your brand. Often times companies are guided by a compass, you could be headed toward the right direction but if your start off going a few degrees off course you will be hundreds of miles from your destination. A brand strategy is a roadmap. It shows you exactly what you need to do to get your brand where you want it to go.
How can someone develop it for their own brand?
You have to first start by asking "how is my brand perceived now?" and "how do I want my brand to be perceived in the future?"
What questions should be asked to develop a brand strategy
Answer the "Why"
The why that you should be answering comes from your consumer, "why should I care about what you offer?"
How can we be unique?
We don't care what industry you are in, there is a stereotype for your what your brand does. Figure out how your brand gives your target consumer a different experience. Netflix did it by cutting out the need to go to a store and deal with renting a movie. Spotify cut out the need to purchase music.
Empathize with your customer
Show them how they are the hero in their own story
How can we put our consumer in the spotlight, not our brand?"
Does our strategy feel risky?
No brand strategy should be calming, it should scare you a bit.
What is it?
Brand Strategies help give you and your team guidance as you build your brand. Often times companies are guided by a compass, you could be headed toward the right direction but if your start off going a few degrees off course you will be hundreds of miles from your destination. A brand strategy is a roadmap. It shows you exactly what you need to do to get your brand where you want it to go.
How can someone develop it for their own brand?
You have to first start by asking "how is my brand perceived now?" and "how do I want my brand to be perceived in the future?"
What questions should be asked to develop a brand strategy
Answer the "Why"
The why that you should be answering comes from your consumer, "why should I care about what you offer?"
How can we be unique?
We don't care what industry you are in, there is a stereotype for your what your brand does. Figure out how your brand gives your target consumer a different experience. Netflix did it by cutting out the need to go to a store and deal with renting a movie. Spotify cut out the need to purchase music.
Empathize with your customer
Show them how they are the hero in their own story
How can we put our consumer in the spotlight, not our brand?"
Does our strategy feel risky?
No brand strategy should be calming, it should scare you a bit.
21 min