So, you’ve decided to launch a brand...and now you need to decide how you’re going to market it. You think about custom design packaging, you think about your logo and web design package...and while these things are all important, what’s really key is coming up with an overall brand development strategy. Here is an example of a brand development strategy that is smart and effective. If you are starting out in the business world, and need to create a brand development strategy, consult San Diego branding and graphic design company, Lien Design.

The first part of your brand development strategy should be research intensive. Think about the consumers you are marketing to. Think about how other brands have effectively marketed similar products. Talk to other companies who have launched successful marketing campaigns. Think about how your product can effectively reach its target audience. Create a brand discovery insight report based on this information.

The next part of your strategy should focus on consumers and how they perceive your product. This should be determined in depth workshops. Depth workshops go beyond focus groups and, if you have never conducted one before, it is a good idea to do some research before you begin the process. A depth workshop will determine a brand’s strengths and weaknesses. You may also get insight from company insiders during these workshops. The workshops may reveal gaps between how different people perceive your product and it is important to work on closing these gaps.

In the third phase of the brand development strategy, the findings of your studies are turned into action. The company must use their research to make smart marketing investments. They may want to hold a number of meetings that will determine which marketing investments they will be making.

The first meeting may serve to present all the research that was obtained so that brand directors can come up with 3-5 brand initiatives that might serve as the ground work of how product marketing. In the next meeting, a plan should be made to determine the budget and timeline of the marketing which should then be signed off on by senior management. Once this is done, a third and final meeting should be called where the top financial officer can approve the marketing strategy so that it can be put into action.

Your company may have a smaller team and may not need to go through as many hoops to get your marketing strategy approved, but the basic idea is the same...think about what your brand has to offer, survey consumers and those working in your company to see how your product is perceived and work on putting a plan into action. This is a time honored practice that has been successful for many companies. If your company is working on developing its brand strategy, and needs expert advice, consult the experts at California’s Lien Design. They will help develop a successful marketing strategy for your company.

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