To keep brands fresh, relevant and at the forefront of the minds of customers, it is vital to have strong links between the core values of the brand and positive customer experiences. The key to establishing this strong link is a communications system that provides structure and guidance for all contact points within a company, both internally and externally with the client. It directly supports the commercial strategy and influences the total functioning of a company to ensure consistent brand behaviors and brand experiences in all contact points and communication channels. The discipline of planning and establishing a long-term course to achieve these brand objectives – this is what comprises the brand strategy.
Brand Strategy Workshop
Strategies exist for specific objectives. You cannot have a strategy without a clear objective. Rethinking a goal is not a strategy, execution is not a strategy and tactics are not a strategy. Without a clear and compelling brand strategy, your company is simply another fish swimming aimlessly in crowded waters.
Developing a brand strategy workshop may be one of the most challenging steps in the marketing plan process, but it is a vital step in the creation of the company’s brand. Your brand will be communicated repeatedly in multiple ways throughout the life of your business and that communication must be consistent in all its forms and frequency consistent with the core values of the brand. The execution may change while the brand strategy remains the same.
Brand Management As An Ongoing Process
In general, a good brand is not something that can be achieved convincingly with great credibility and confidence in the market very quickly. Proper management is a fully integrated part of each business.
Being true to your brand ensures that your company remains ongoing and remains highly differentiated and valuable for your target market. Powerful brands take steps every day to strengthen and build their brand. They inspire, challenge and connect with their customers.
The responsibility of developing and protecting a brand lies with the owners/board of directors whose collective role is that of strategic visionaries and prudent custodians, who protect and direct the brand while leveraging their values and equity to achieve strong commercial growth. If you have invested time and resources to shape and develop strong brand value, then you need to protect your investment and manage the future of your brand.
Your brand strategy workshop should also include mitigating potential risks for your brand as well. Be proactive and preventive. Safely plan and securely protect your company’s income stream.
Brand Strategy Development
Once the specific market territory of your brand has been identified, profiled and positioned, you must develop a detailed plan to capture and align it. However, the work of brand creation belongs to the entire organization driven from top to bottom, not just the marketing department or brand consultants.
To truly unite your entire company around this goal, it is necessary to have a unique, powerful and relevant brand promise, and a plan to deliver it consistently. This is not an art or a science, but a combination of both: rigor and creativity at the service of business growth.
The Global Brand Academy will guide you through the entire process to ensure that the execution of the strategy meets the agreed objectives and that your brand comes to life in the most relevant and inspiring way.
Why Implement a Brand Strategy Workshop?
- It allows you to differentiate your brand against the competition.
- Creating a brand beyond your products and services will ensure that you are more than just a product. It will allow you to communicate what it really represents and how it is different from the competition in a meaningful way.
- It helps you win loyal customers.
- Creatives around the world will go directly to Apple when they need a new device instead of wasting time researching different computers. A powerful brand will create a community of fans that will always choose you over the competition.
- It allows you to charge higher prices.
- A strong brand creates greater perceived value and fans will voluntarily pay more, even when the product or service is no better on paper than another generic or less attractive brand.