Strategy
For established brands trying to evolve or for new brands looking to formalize, building a brand strategy is where I help brands clarify their purpose, find their voice, target their audience, and put definition behind their goals.
Step 1 - Positioning.
It all begins with positioning. Using a survey, with questions that get at the heart of what the brand’s benefits and competitive advantage are, I start to discover how customers should perceive the brand and the elements that will foster a strong bond.
Step 2 - Targeting.
Identifying target audiences is next. Creating user profiles that represent the target market is vital and where I identify potential pain points and opportunities. Here is where adjustments to positioning happen to exploit the competitive advantage.
Step 3 - Attributes.
Next is defining the intrinsic and extrinsic qualities of the brand. If the brand was a person, what values would it have? What would the personality be and how would it operate? Here is where I hone in on attributes like imagery, language, and actions.
Step 4 - Audit.
Lastly, a competitive audit. Thoroughly analyzing the competitive landscape helps to better understand the market. It also illuminates a clear path to growing the brand and making intelligent decisions. With a competitive audit, I feel comfortable moving on to brand identity.