8 brand strategy steps that aren’t about creating a logo, values or purpose.

  1. A brand strategy is not done with the sole purpose of developing a brand identity, if at all.
  2. I would not confuse developing your brand values, purpose, mission, vision, tone of voice, etc, as being your brand strategy that informs a better logo/visual identity (sometimes just referred to as the brand identity). A brand identity is indeed the values, purpose, voice, message, look, feel, sound and smell of a brand.
  3. The third is that a brand strategy is better to be revisited in the short term. A set and forget brand strategy does not keep your brand relevant.
  4. Developing/refreshing/rebranding a brand identity (also known as ‘branding’ — the act of brand building) is a tactic to achieve the objectives of a brand strategy.
  1. Review
  2. Research
  3. Segment
  4. Target
  5. Position
  6. Set objectives
  7. Get tactical
  8. Put a $ figure on it with a Budget

1. REVIEW

  1. What objectives did we not hit?
  2. What objectives did we hit?
  3. Is there anything we’ve learned of value that needs to be considered this year?
  4. Could anything be done better this year?
  5. How are we tracking with brand awareness, sales, referrals, leads, market share, consumer sentiment, etc?

2. RESEARCH

3. SEGMENT

  1. Need to sell apartment fast to afford and buy a bigger home for growing family
  2. They currently live in the same suburb as the agency
  3. High-density apartment dwelling population of younger first-time homeowners
  4. Sold 58 of 140 apartments sold to 18–35 demo in 2021–41% market share Segment name: “Young Family Upsizers”

4. TARGET

  1. Can we be the dominant leader in this segment (awareness & market share)?
  2. Will this segment be the most viable? (ie. will it bring in the most money)
  1. If one of your segments has the smallest comparative market share but that segment has brought in 80% of your revenue, this should send off alarm bells for what you should be doing next. TARGET THEM to bump up that share with an objective of increased sales (more on objectives soon).
  2. Let’s say you have a high market share and/or you’re the most convenient option for your consumers. If that segment only has a small pool of potential consumers you need to assess if this is viable based on the price they’re willing to pay or even repeat business. If it’s not enough, the sensible decision is to target elsewhere.

5. POSITION

6. OBJECTIVES

  1. Increased awareness
  2. For consumers to think of you first
  3. Increase in consumers choosing you
  4. Repeat business
  5. Referrals

7. TACTICS

  • Brand identity development to better engage your consumers with a more identifiable and memorable identity.
  • Marketing campaigns that include advertising, content and promotional deliverables
  • Changing your pricing
  • Changing the placement of your offering or adding new placements
  • Changing the packaging of your offering
  • User testing new offerings
  • Improved customer experience/journey

8. BUDGET

About me:

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G’day I’m Frank, a brand identity designer from Sydney, Australia

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G'day Frank

G'day Frank

G’day I’m Frank, a brand identity designer from Sydney, Australia

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