Creative Direction | Brand Strategy | Design
BRAND STRATEGY FRAMEWORK
How to take a brand from unknown to unstoppable.
A strong brand is informed by a strategy, built on a framework, and activated with consistency.
Here’s how I build lasting brands:
A brand strategy is central to reducing sales friction and nurturing growth. When the right audience is identified and communicated to in a way that converts their attention into a sale, you can often thank the brand strategy.
An effectively developed and implemented brand strategy accomplishes the following wins to drive sales:
- Builds an emotional connection with the audience
- Identifies the product within a category
- Differentiates the product from competitors
- Generates positive perception and association
- Builds trust and recall
Effective branding can differentiate an organization from a sea of sameness into something distinct, special – even loved. But the way a brand strategist arrives at a powerful brand solution can vary considerably. For me, it all starts with the scaffolding that supports the process. I call it the branding methodology, and it’s built on three pillars.
Your unique offering, the way you offer it, and why you offer. The idea is the point of differentiation that allows your organization to stand apart. It also has the power to unite otherwise disparate activities, products and services under a single point of truth. Branding is about defining and presenting your point of differentiation – your big idea. Get this right to stand out.
Your organization has a north star – the reason for its existence and the destination you want to reach. Defining the vision can clarify both. From challenging an established market to presenting your offering in a new way, a vision may be grand or simple. The key is to allow the vision to inform the way your brand is strategically presented to reach your north star.
What you stand for as an organization is your greatest differentiator. When your audience sees their values reflected in your brand, you win! As an organization, you must stand for something bigger. Focus on the reason that you exist and why you do what you do. Establish your values, infuse them into all core business activities, and communicate them broadly.
BRAND STRATEGY FRAMEWORK
The brand strategy is the control center for the brand, so naturally the framework is the platform it’s built on. The framework starts at the core of the organization to uncover why it exists, who it’s for, and why they should care.
Uncover the purpose of your brand, its reason for being, and where it’s going. What’s in it for the audience?
Get to know the head and heart of your audience to communicate the benefits of the brand on their terms.
Study of the market to confirm brand perception, brand equity, and opportunities for differentiation.
Look at competitors to discover opportunities to differentiate the brand and product for market share.
A strategy to build the brand identity through a unique value proposition intended for a specific audience.
A psychological framework for brands to build authentic, trusting relationships with their audience.
Attach relatable, views, beliefs, behaviors and traits to a brand informed by those of the audience.
The style of language a brand uses to communicate its message through written and spoken words.
Written to address audience challenges on a human level, prove brand value, and align to brand objectives.
Tell the true story of the audience’s journey from pain point to success through the lens of the brand.
A communication tool to convey the idea of the brand and promote audience recall and retention.
Design cohesive visual and verbal standards for the brand to promote instant recognition and awareness.
Physical and digital communications where strategy and identity come together for sales and marketing.
Implement the brand strategy on select channels based on audience habits and brand objectives.
Consistent application of the brand strategy to drive awareness, increase adoption and promote advocacy.