Defining Your Brand Strategy

By definition, brand strategy is a plan for the development of a successful brand in order to achieve specific goals. 

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments (Wikipedia).

Help define your brand strategy by answering these questions:

1. Why...

   • did you begin selling your product or service?

   • do you love what your business does?

   • should your clients care?

2. What...

   • do you do for your customers?

   • do people think about your business?

   • would make your business grow out of control if everyone knew about it?

   • is your company logo?

   • are your company colors?

   • is your company tagline?

3. Who...

   • do you like to do business with?

   • would like your business?

   • would benefit from your business?

4. How...

   • does your product or service beat the competition?

5. Where...

   • do your customers see your brand?

   • do you promote your brand?

Articles

• What You Can Learn from The World's Top Brands

• Brand Strategy Colors

• 8 lessons underdog brands can learn from the Top 100 global brands

  1. Keep you own scorecard

  2. Interrogate the numbers

  3. Consistency of brand matters

  4. Innovation challenges brands

  5. No brand is invincible

  6. Brand perceptions are subjective

  7. The power of brands is beyond dispute

  8. Bigness is not your goal.  'Bestness' is

• 3 strategies for representing your brand to the media

  1. Focus on key messages

  2. Think about answers to potential questions

  3. Understand that nothing is off the record

• How underdog brands can knockout competitors with 2 simple rules

• • Focus on the who

  • Get creative with the how

• 9 Ways to Humanize Your Brand With Social Media

Also See

• Brand Ambassador

• Brand Guidelines

• Brand Marketing - the Brand

• Brand Monitoring

• Logo