Last week we took our first look into brand strategy. The meaning behind it and how to go about creating a brand strategy. This week we are delving into the elements of a good brand strategy and implementing the first phase of a brand strategy... the discovery phase.
the elements of a brand strategy
To get a sense of what a brand strategy involves, we’ve broken the process down into three main phases. Each builds on the previous to help you think through your brand strategy from aspiration to execution. Here’s what each phase entails, the goal, and the elements you’ll be documenting during the process.
Note: Different brands will have different needs, depending on their goals and brand maturity. The elements we’ve included here are what we consider to be the core structure of a strong brand strategy. You may add or edit, depending on your needs.
PHASE ONE - DISCOVERY
Before you refine and articulate your identity, it’s important to understand your existing identity and take an objective look at the factors that influence how you present yourself, including your industry, your target customers, and your brand.
1)assess existing core image and identity
Your core identity is the essence of your brand (and brand strategy). It’s the why, what, and how of your company, encapsulated in your company’s vision (sometimes called “purpose”), mission, and values.
You’ll articulate and document your core identity later, but for now you want to have a general discussion about your existing identity. What’s missing or ill-defined? What is no longer relevant? What’s emerged organically in your culture but isn’t quite captured? What is most compelling?
This is also a good time to review and discuss any of the content or brand messaging you already have out there. Does this content properly convey your identity? What would you emulate or avoid going forward?
Next week we will continue to look at the discovery phase. We will cover market research and competitor analysis, another key part to your brand strategy.
If you would like to discuss your brand strategy with our talented team. Do not hesitate to get in touch with us.