According to John Foligno, managing director of Cubism Branding, developing a branding strategy is the foundation on which your other advertising and marketing tactics can be built.
“Simply put, it provides a blueprint for how you will communicate to your internal and external customers,” he writes in the article, “Make branding strategy priority one,” at the National Jeweler Network. He says the first step in the process is discovering your brand, to develop a clear sense of direction and purpose.
How to thrive with a brand strategy:
- Define the brand: This begins with a statement on what your brand offers, such as brand positioning. Use visual design to create the look and feel that will identify your brand.
- Craft communications: Develop two strategies: one for your sales force, marketing team and customer service representatives, the other for external audiences. These must be consistent with each other.
- Create the brand: Craft your strategy and brand language so that things take shape across product, packaging, point of sale, advertising and other areas.
- Assess the brand: Make sure you measure whether or not the brand has been a success. If it hasn’t, consider what adjustments you need to make (without abandoning it).
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