How to build Brand Strategy
Let’s say you’re hoping to sell your home. Truthfully, there are a few areas that need remodeling and fixing up. However, that will just take too much time.
You clean up the place and work with your family to put some new paint on the front of the house and in some key places inside.
Sell it as… “Newly Remodeled Luxury 3 Bedroom, 2.5 Bath in Friendly Neighborhood”
Yeah, my gut quivers a bit too. But, the truth is, time and time again, we see the same exact approach with companies who seek to “rebrand”. Throw a new logo up, add some new colors, implement some social media and BOOM - new brand!
You and I both know that if we pulled back the layers and really looked at the foundation, it really needed a remodel. The company really needed a solid brand strategy.
What is Brand Strategy?
To start, what does a company look like without Brand Strategy?
They…
Don’t stand out from the crowd or, in fact, are confusing to the market
Get caught up in spinning wheels & wasting money attempting to market without clear messaging or purpose
Feel lost or discouraged about the growth of their company
Don’t feel proud of who they are as a brand
The best companies utilizing brand strategy are able to create more awareness, trust, loyalty, and advocacy for their products or services.
Brand Strategy is essentially the roadmap to create the foundation for your company or brand. It’s answering why should anyone give a damn about you and your product or service.
We aren’t just talking about the visual identity of your company here, we mean the heart; the feeling a client gets when they look at your company and see it was created for them, no one else.
The strategy behind branding is NOT designing the visuals for the company. The strategy behind branding is the process of which leaders of an organization go through to zero in on what differentiates them and how to simply and effectively communicate it.
So, what is branding?
🍎 Apple
🎯 Target
✔️ Nike
Top brands that we might enjoy, have a feel or vibe to them. They mean something to you, more so than the product or service itself.
When it comes to branding - logo, design, fonts, colors, etc. are only a small piece of the puzzle. Each of these top brands have, over time, established a unique position, message, personality, and feeling through their branding.
Branding goes deeper. Branding answers…
Who are you?
What do you do?
Why does it matter?
True Branding hits on these 6 key areas:
Mission, Vision, & Values (Core Identity)
Language
Culture & Behavior
Communication
Design
Logo
If your brand hasn’t been defined in these 6 areas, you might need to take a step back and reevaluate your brand strategy.
Building Your Brand
What actually goes into building your brand story?
If you’re an impact driven leader, you might already have sensed this, but…
A brand is a customer’s perception of your business – how THEY experience it, and how they FEEL about it.
Here at PARABLE, we know it is imperative in brand strategy to first begin by defining and understanding your client. You need to know exactly who you’ve created your business for.
In tandem, defining your core identity is paramount in the foundation of your brand story and strategy.
These are your first two steps.
Ready to build the brand strategy that your company deserves?
Here at PARABLE Brand, we specialize in uncovering the story hidden in your company and amplifying that story to your ideal client. We create custom brand strategies that work.
Build the perfect brand strategy and get in touch today.