Designing a plan to reach your brand's objectives
Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity.
Your brand strategy will identify the following three core components of your business and can then be used as a blueprint when it comes to developing your marketing strategy and tactics.
Number 1. Purpose - Your business must have a functional and intentional purpose.
Number 2. Consistency - Without consistency, a business will struggle to survive.
Number 3. Emotional Impact - Emotion is what helps customers connect with you a brand strategy helps you develop the emotion that you are going after.
To begin the development of your brand's strategy you must have an understanding of these four marketing components:
Primary Target Customer and/or Client
Competition
Product and Service Mix
Unique Selling Proposition