brand marketing strategy executive summary:
- Be recognised for your unique achievements and strengths
- Refine your niche appeal with clear core values
- Retain the loyalty of your customers more often, for longer
- Increase your reach with an easily-understood message
A loyal customer is worth much more than a one-time sale, but without a brand that inspires loyalty even the best product can struggle to generate these minor marketing miracles.
Without a brand strategy, in turn, it’s unlikely that your brand will be as coherent and united as you might hope. Brand marketing is not simply your logo – it’s how your company behaves in every aspect of its existence, from your corporate culture to the product packaging you use.
Learn how to effectively use your unique selling points, reveal your core values and speak clearly to your customer base. Once you’ve told people who you are, telling people why you matter becomes much easier.
from bland plan to brand plan
Mark yourself out clearly, give your business the room it needs to grow. By dominating discussion about your niche, or taking up a strong position as a gutsy challenger brand, your business can create better relationships with an increased audience.
Planning out your brand strategy from high abstractions to low details means that you can dictate the terms on which people engage with your company.
Make your message coherent and focused before you try to get people to listen to you, keeping your branding at the centre of your marketing strategy.
Ensure that every part of your company is working towards the same goal, with a brand strategy that covers implementation details as well as high concept ideas.