How to build a brand strategy

Some of the best brands have mastered their brand strategy so effectively that even without looking at their logo you still know exactly which company you are interacting with. That is the result of a great brand strategy.

It could be their tone of voice (think Innocent Smoothies Twitter account) or the style of content they create, but whatever it is, it’s instantly recognisable. Simply put, your brand is an entire ecosystem that encompasses your company and is ultimately defined by a customer’s overall perception of your business.

It is important to understand that your brand is more than just a logo, it’s a promise. What does your brand promise and does it keep to it every time? What is its sense of purpose and how does that resonate with your most valuable customers? 

Think of brand strategy as the blueprint for how you want the world to see your business. A genuine and distinct brand strategy will help to stand out from the competition and create more meaningful connections with your customers. 

Riverside View – Brand Identity Project

Why is brand strategy so important?

Your Brand Strategy defines what makes your brand what it is, what sets it apart from the competition, and how you want your customers to perceive it.

As founder of Amazon, Jeff Bezos, says:

“Your brand is what other people say about you when you’re not in the room”.

Remember, your brand has a reputation whether you decide to develop it or not. Brand positioning is what will help you to take control of your reputation and brand image. Not all brand strategies are the same, you need to focus on your goals and objectives to determine your positioning and messaging.

You want to tailor your strategy to highlight your product’s competitive advantage and point out your competition’s shortcomings. Whether your business is big or small, old or new, investing in your brand strategy will pay off in more ways than one.

Here are 6 things that put a brand strategy into action:

1. Put the customer at the heart of your brand and they empathise with them
2. Make your brand values clear
3. Encourage your  customer to share your  values
4. Know exactly who you  are as a brand
5. Alleviate your customer’s pain points:
6. Have a distinct tone of voice that resonates with your target audience:

Let’s have a quick recap – your brand strategy should clearly sum up why your brand exists. It should authentically empathise with your target audience solving their pain points in a simple and personalised way. And it should be the foundation for how you communicate both visually and verbally across all forms of media.

Whiley & Co. Brand Positioning Project

Where do you start?

We get it, it’s a daunting task! When it comes to defining your brand strategy you need to understand the competitive landscape in your field. Completing a thorough competitor audit will allow you to get started on the right foot, understanding what your competitors are doing well and any missed opportunities. 

Revolut did just this when they launched in 2015. Positioned as an alternative to traditional banking products, designed to fit those with a busy lifestyle who need flexibility, they focus on those key selling points. Tapping into their target audiences, alleviating their struggles with traditional bank groups. Revolut adapted to the needs of their clients, they considered the current marketplace, looked into the future and determined the next generation of money management. 

Ultimately, being different isn’t just down to features. It’s about the benefits to your customers. And ultimately your customer only has one question that they need you to answer: 

‘How does this benefit me?’ 

Creating an Aspirational Brand for Escape & Discover

How Do You Develop a Brand Strategy?

Here we go, how do you develop the all-important brand strategy?

In order to create an authentic and distinctive brand consider your business’s current positioning. Look at your existing customers. Is the right message still getting through? Do they understand the reason you started the business in the first place? Believe it or not but they will know your brand better than you.

Alongside the competitor audit we mentioned earlier, look at also gaining insight through customer surveys or focus groups. This will help you to further understand what sets you apart, where you currently are within the market and what you could do differently to position your business the way you want. 

Once you can clearly define who you are, what you do, why you do it, and who you do it for – you’ve got yourself a brand strategy!

Arrange Your Brand Ignition Workshop

If you need help getting your brand strategy in place, let us do the hard work for you. Whether it’s creating a brand from scratch or a refresh, at Bopgun we build brands that are unique, distinctive, and easily translated to multiple digital and offline mediums. Drop us an email and see how we can help you.