The Discipline of a Brand Strategy

By: Fortune PR Expert

A brand strategy is not dictated by whether you are a small, medium or a big company, a corporate or even a startup. Using the discipline of a brand strategy below will show what you stand for, a promise you make, and the personality of your brand.

Effective brand strategy, according to Alina Wheeler, author of Designing a Brand Identity[1], provides a central unifying idea which all behavior, actions, and communications are aligned. It works across products and services and is effective over time. The best brand strategies are so differentiated and powerful that they deflect the competition. They are easy to talk about, whether you are the CEO or an employee.

Moreover, a brand strategy is built on a vision. It needs to align with the business strategy. It emerges from a company’s values and culture, and reflects an in-depth understanding of the customer’s needs and perceptions. A brand strategy defines your product’s positioning, differentiation, competitive advantage, and unique value proposition.

The discipline of brand strategy is all the same for any business size. First, you need a product or service that has a unique selling proposition so that your brand positioning is strong. Second, you need to have people who can support the brand consistently. Lastly, you need to invest in your brand for the long term. In large companies, an investment can be made in one huge go. But in smaller companies, especially those with a limited budget, investment can be made gradually over the years according to the growth of the brand itself in the market.

It is important to remember that your brand strategy needs to resonate with all of your stakeholders; from your customers, the media, and your employees who are also your internal customers. A good brand strategy is a road map that will help guide marketing, and makes it easier for the sales force to sell more, and provides clarity, context, and inspiration to employees.

[1] http://mak.live/wp-content/uploads/2014/06/AlinaWheeler-DesigningBrandIdentity.pdf