UNDERSTANDING BRAND STRATEGYDec 06, 2022
WHAT'S A BRAND?
A BRAND is a personified reputation — the way a person, business or organization is emotionally perceived by the outside world. Or as Jeff Bezos once said:
“Your brand is what people say about you when you’re not in the room.”
WHAT’S A BRAND STRATEGY?
A Brand Strategy is a long-term plan determining how Brand will be perceived in the hearts and minds of its target audience --- and the executable actions required to achieve that goal.
Brand Strategy is a ONE SHOT, ONE KILL model --- akin to military Commander with access to elite Intelligence, Equipment, Weaponry and Special Operations Unit personnel. Rather than spray-firing operational territory with arbitrary artillery, troops and campaign efforts --- thereby sacrificing money, time, men and civilian lives to unnecessary collateral damage --- the Commander is empowered to instead execute mission objectives with powerfully exact, economic precision.
WHAT'S A BRAND ARCHETYPE?
A Brand Archetype is a clear, personified "human character" representing your brand values, personality + client deliverables (or client relationship experience). It functions as a personality profile vehicle through which customers are able to emotionally relate to your brand.
Brand Archetypes take the randomized guesswork out of content marketing by functioning as standardized, psychologically-driven operational manuals. Through the guidelines delineated in the Brand Personality, Messaging + Storylines derived specifically from a Brand's Psychological Archetype profile, Brand Marketers are able to create powerfully effective, One Shot One Kill campaigns targeting ideal customers.
WHY A BRAND ARCHETYPE?
Brand Strategy begins with a clear Brand Identity (or Brand Archetype) because humans are not psychologically designed to connect with business entities --- we are wired to connect with other humans. Creating a clear Brand Archetype gives your clients the chance to personally relate to your brand in a way that creates trust, emotional connection and ultimately --- lifelong client purchase loyalty.
HOW BRAND STRATEGY WORKS
STAGE I: PURPOSE
The first stage of Brand Strategy entails clarifying the Purpose, Mission, Values + Vision of a Brand.
WHY you exist.
Your deeper reason. What you stand for in the world.
WHAT you do.
What, how + who you serve.
Key operational principles.
WHERE you’re headed.
Clear focus towards ultimate aim.
STAGE II: BRAND IDENTITY
The second part of Brand Strategy entails clearly identifying who you are, who you serve, and what you promise to deliver to customers who choose you.
Your HUMAN PERSONA.
EMOTIONAL CONNECTION your brand offers customers.
WHO you EXACTLY SERVE.
Demographics, Pyschographics, Personality Profile.
Your BRAND PROMISE.
PERSONAL TRANSFORMATION your brand offers clients.
STAGE III: MARKET STRATEGY
The third part of Brand Strategy is about outshining competition by clarifying how you do things better and differently than the rest and how you communicate that unique value to customers.
OUTSHINE COMPETITION by carving your own [TOP 1%] NICHE.
UNIQUE VALUE PROPOSITION
Create + communicate your [1-AND-ONLY] SOLUTION to customer problems.
STORY • TONE • FRAMEWORK
TELL YOUR UNIQUE BRAND STORY through a clear message structure.
STAGE IV: EXECUTION + DISTRIBUTION
The final part of Brand Strategy is putting it into action --- by identifying where, how, when you will sustainably execute all marketing objectives missions.
PILLARS • TOPICS • MAP
REACH THE RIGHT AUDIENCE with a data-driven Content Strategy.
RESEACH • SEO
KEYWORDS • CHANNELS
GROW BRAND AWARENESS using SEO data, insight + strategy.
GOALS • SYSTEMS • METRICS
TARGET, SYSTEMIZE + MEASURE clarified marketing goals.
Interested in learning more?
Click here to take your free Brand Archetype Quiz.
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