As communicators, we like to think we don’t use jargon to describe what we do. We often counsel clients to avoid using industry jargon, referring to these terms unaffectionately as “weasel words” — words designed to make something sound like more than it really is. But the truth is, although we try not to, we, too, use jargon terms for some things. And I think the term “brand strategy” is one of those. So, let’s simplify things and define what a brand strategy is in practical terms.
A brand strategy is just a plan. It’s a plan for the systematic development of a company’s identity that reflects its personality, objectives and practices. It is the steps you will use to develop the “who” that you are, so you can tell others about it effectively and engage them in becoming a customer and an advocate.
First, define the brand.
It makes sense, then, that the first step in developing a brand strategy is to define the brand. By defining it, you make it more tangible and three-dimensional. You give it a personality and description. You define what’s important to you, where you’re trying to go, how you’re truly different (or intend to be different), who your audiences are, and what those audiences want most from you. You define characteristics for your brand. Are you adventuresome, sophisticated, innovative, secure, or fun? Are you amusing or serious, cutting edge or proven, affordable or a luxury? Is your audience the same as you or different? If so, how are they the same or different?
If put simply, the questions almost answer themselves and the approach is a sure winner over the usual mind-numbing discussions most companies have on mission, core values and taglines.
Next, define what you’re working toward.
Define the objectives you hope to achieve. Be lofty. Stretch the business to be a leader and not another follower. There are far too many me-too businesses already. Be specific with your objectives. If you want to meet certain sales goals, set them. If you want to be sought out for speaking engagements, set a goal for it. If you want to write and publish a book, identify that. Include timelines for each of your objectives. It’s better to be unrealistic and have to reset your timeframe than not to set one at all, so be bold.
Define your audience.
This is usually the easiest part for most businesses, except for one thing. Audiences must be defined very, very narrowly. And most business owners don’t want to be limited. This push-pull is a critical consideration that most people don’t acknowledge enough when branding and marketing. You must define your audience(s) narrowly. If you have to, define many audiences, but be very specific about each one. Answer the same questions about each of them that you answered about your business in the step above.
Ask yourself, “What is the age and gender of the audience?” “Where is the audience located?” “What do they think about you now?” “What do you want them to think about you?” “How will you attract them?” “Who else is competing for their business?”
Your website is your packaging.
If you’re an advisory business, your website, business cards and email are your primary product packaging, so make sure they speak well to the audience or audiences you’ve just defined and are as good as they can be. This is not a place to skimp or make due. These are what define you and how others will judge you in order to make buying decisions.
Does your website say you are in charge, strong, on top of your game? Or does it say that you’re unsure or too busy to bother addressing or understanding your customers needs? Is the language in your site clear and does it demonstrate expertise and interest in your customers’ needs? Or is it wishy-washy or chopped up?
What we see a large percentage of the time, unfortunately, is the latter — sites that need polish and clarity, content that is out of date or sparse and unimpressive, and sites that confuse visitors and even drive them away. We know no one wants that, but it’s surprising how many tolerate having it anyway. These days, there’s no excuse. Websites are less expensive and faster to build than ever.
The key is in the planning. Consider getting an objective perspective, because sometimes we are just too close to it. But taken one step at a time, your brand strategy can be planned and grown. Have questions? We’re always here to help.
— Chris Quinn, principal and brand strategist
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