Planning your brand strategy isn’t something you can accomplish in a few minutes. The best thing you can do is to split the work up so you can concentrate on each part. If you get stuck at anytime, then refer to these questions to get the ball rolling again.
1. What do you want your brand to be like in five years?
Once you establish a brand reputation, it’s hard to change it. This is good as long as you’re satisfied with your brand strategy. On the other hand, if you’re not happy with your brand reputation, it will take a long time to turn it around.
The message here is to think about your brand reputation in the long-term. It will affect everything your business does, so make sure you’re establishing it the right way.
2. What do you want your brand to be associated with?
Ask yourself if you want your brand to be known as reliable, innovative, laid-back, or ambitious. If you can’t think of how you want people to think of your brand, then consider what you want to be associated with. You can add these elements into your brand strategy.
3. Which channels will you use to establish your brand?
Now you’re starting to tackle more practical problems. Are you going to use digital marketing or traditional marketing to establish your brand reputation? If you choose digital marketing, then which channels will you choose? Social media, email, and search engine marketing all play different roles.
4. Who is your target market?
Which channels you choose often depends on who you’re targeting with your marketing campaign. Depending on certain demographics, email marketing may be more effective than social media marketing. Before you implement any marketing efforts, make sure you know exactly who you’re talking to.
5. How much should you budget?
Once you know how you want your brand to appear, who you’re marketing to, and which channels you’ll be using, you can start to think about the costs. Remember that not all marketing efforts are priced the same. Digital marketing, for example, is much more cost-effective than traditional marketing.
Written by Peter Spann
Peter Spann – Film Maker | Director | Business Coach | Writer | Public Speaking Coach | Presenter | Investor.
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