There is no brand strategy training template that every brand uses worldwide. But there are basic elements that most people would agree to include in an effective brand strategy training.
Find Your Purpose
It is very good that you have an incredible product or service but that you communicate a broader vision for what you are trying to achieve will attract people who believe in that same vision and will ultimately be more likely to buy from you.
Its purpose is the reason why it exists, why it gets out of bed in the morning and goes to work, and why someone should care.
Customers also become increasingly cautious with the exaggerated statements of purpose of the brand and there is increasing distrust, so make sure you can truly deliver on what you promise.
Identify Your Core Values
Your values are at the center of your brand: what you want to represent. As with the purpose of the brand, communicating clear values will attract customers who share those values.
Those values will also guide your business decisions and help you make strategic exchanges. It cannot be everything for everyone, so clarifying your values will help you make decisions as if your website were simple and easy to understand or detailed and complete; if your products must be made of the best quality materials or if you can compromise quality because affordability is more important; and so on.
Remember that your brand strategy is based on differentiation from your competitors. What qualities do you possess and really integrate into everything you do? What are your greatest strengths? What values do you bring to your work consistently and without failures?
These values must be significant and also actionable. It must be clear what this means for the way you run your business and work with your customers.
Create A Brand Personality
This is a little less obvious, but it can really help guide your choices when it comes to how you communicate, the type of content you share and the tone of voice you use with your audience. This does not mean that you should incorporate a pet in your logo or in your brand materials.
Try to be as descriptive as you can. Is the brand realistic and informal or noble and sophisticated? Traditional or avant-garde? Fun and quirky or conservative and reliable? The clearer the image, the more useful it will be.
Identify Your Positioning
Its positioning has to do with representing something specific and significant for its clients, something that is different from the other players in the market. You want to have a clear idea of the benefits that your products and services offer.
For each of these benefits, you also need a ‘reason to believe’, some way to prove your claim or establish your credibility.
Be sure to include the basic requirements of the category, as well as the special benefits that will distinguish you from the competition.
Build Your Brand Identity
Your goal here is that your customers can recognize your brand in all your communications, even if it covers the brand!
That means being strategic and consistent in the way you bring your brand purpose, values, brand personality and key benefits to the materials and contact points of your brand. If you are missing some or all of these elements, try to set aside some time to reflect on how they would look for your brand.
You may be impatient to start placing your job, but doing this strategy work beforehand will save you a lot of time, money and frustration in inconsistent and inefficient communication.
Once you have developed your brand strategy, go ahead and review all your existing contact points: your website, your ‘over’ page, your social media channels, to make sure everything is aligned. Nor is it just about visual materials: make sure you live and breathe your purpose and your values in everything you do.
If you want to know more about the brand strategy training, The Global Brand Academy, is happy to listen and offer effective solutions. For more info, Email us at Jerome@jeromejoseph.com or Call +6592716973.