Branding 101
Delivering Brand Strategy Development
What is Brand Strategy? Developing a brand requires defining, articulating, and asserting your messaging and then translating that message into channels where customers can interact with your business. To create a brand, you have to be prepared to get your hands dirty. The process requires research, brainstorming, data, insights, and a clear vision for your business. The brand guides and drives every decision in your organisation. What I'm saying may all sound obvious. Still, you’d be surprised how often people dodge this first, critical step in favour of sexy tactics like social media, video, influencer marketing, etc. They consider brand development an expense, a fluffy PowerPoint presentation, when, in fact, it is the foundation of their marketing and messaging. It’s like building a house with a straw roof, flimsy walls, sand, no floors, and then wondering why it falls apart during a storm. You have to take the time to build the roof, walls and floors instead of going straight for the designer sofa, kitchen, curtains, and fancy candles.
From our experience, a successful brand satisfies four components:
Brand Development
Brand Expression
Brand Expansion
Brand Authority
Brand strategy is a plan that businesses create to embed themselves in the minds of prospects and customers. It uses these four elements to build recognition, sentiment, and preference. When a company is successful at brand strategy, consumers know who they are and what they do as well as the brand’s look and feel, and they’ve also now formed an opinion about the brand.
How do we do it?
Working closely with you and utilising our Brand Strategy Development process, we’ll put together a robust, practical strategy in sync with your organisational and commercial goals. By clearly understanding your medium and long-term brand goals using a combination of research, insights and our BNC Brand Sprint, we can help you meet your short-term branding or immediate needs more effectively.
