Brand Strategy Deliverables
Your brand strategy deliverables include all strategic branding elements, which define the expression of the brand.
They’re constructed in a way that will allow the brand manager (or leadership team) to express the brand in the market through the guidance it offers.
These are the elements included in the deliverables:
The internal brand is the soul of the brand and represents the reasons the internal human aspect of the brand.
It provides a strong and necessary foundation, which stems from the leadership team and acts as a compass for business and brand related decisions.
The brand purpose is the reason the brand exists beyond commercial gain. It’s the heart of the brand and is the “Why” behind what it does.
When brands “start with why” they start with their purpose.
The vision is the aspirations of the brand and the ambition of how the leadership envisions the brand in the future.
It offers guidance to where the brand is going and puts a flat in the ground for what the brand aims to achieve.
The brand mission represents what the brand is committed to in order to arrive at that vision of the future brand.
These commitments are related to the day-to-day operations of the brand and are made to the audience it serves.
The brand values represents how the brand will behave in the marketplace and what it holds dear in its dealings.
Many brands claim to have core values, but few hold them dear as a philosophy for how they do business.
Audience Persona (s)
The audience persona is a fictional character or characters that brings the audience to life.
The persona defines both the circumstances and behaviours of the target group of people through their demographics and psychographics.
Effective audience persona’s however go much deeper and understand the:
Understanding the options available to the audience is key to strategising a plan to get their attention.
Brands that simply offer more of the same are only successful in blending in and contributing to market noise.
A competitive analysis outlines the strengths and weaknesses of the competition and paves the way for identifying gaps and opportunities the brand can leverage.
Using the intimate understanding of the target audience and the competitive landscape, the brand strategist identifies gaps and opportunities in the market to develop a positioning strategy.
Gaps and opportunities however only provide the spark. For a positioning strategy to be effective the strategist must develop the opportunity into a fully formed unique idea.
Human Brand Persona
Modern consumers demand more from brands and expect them to communicate on a human level with messaging that speaks directly to who they are.
We connect as humans through human characteristics and brands displaying such characteristics can resonate more effectively.
This persona is developed in two ways:
Before the brand personality is developed the strategist must uncover the personality of the audience it’s attempting to attract.
Only with a clear understanding of the audience, the desires they have and the characteristics they’re attracted to, can they develop an effective personality that will resonate.
The voice of the brand is another opportunity for the brand to display characteristics the audience is attracted.
The more familiar the brand voice and the more attractable the characteristics of the voice are to the audience, the more potent the brand message will be.
Armed with an intimate understanding of the audience, an effective market position and a strategic human persona, the brand strategist must then develop a brand-messaging framework with impact.
The framework is divided up into key messages that work together as a guide to shape brand communication.
If the framework is developed correctly, the messages will appeal to the primitive and emotional section of the brain as well as the logical and analytical section.
Understanding the audience and their journey influences all brand strategy elements though this takes a more literal approach with brand storytelling.
In order to engage the audience through story, the strategist must create a narrative that their audience sees themselves in which then plays out throughout the various touch points of the brand.
Brand Strategy Guidelines
The elements of your brand strategy represent how the brand should be strategically expressed in the marketplace.
Developing a guide for this expression provides the brand manager or leadership team with a tool for brand consistency.
Whether the strategist executes the marketing or not, a brand strategy guide is a key deliverable of the brand strategy.