Have you stopped and looked at your brand strategy recently?
Branding can either make or break your business. In fact, 77% of consumers report making a purchase based on brand name alone. As humans, we tend to be drawn to things we trust and recognize, and that goes for brands as well.
So how can you build a brand strategy that will not only entice a consumer to try out your brand but also keep your team on the same page? Follow along and we'll let you in on some tips we've learned throughout the years on how to build a branding road map.
Know Your Vision
The first part of building a road map is to know where you want to go. Creating a vision for your company will set a clear goal that everyone on your team can follow.
Think about what your brand means to consumers and how your team can deliver consistent quality and support. Next, figure out what the purpose of your brand is. Are you trying to convince consumers that stylish doesn't have to mean expensive? Or that healthy doesn't have to taste terrible?
Think about what makes you stand out and what draws consumers to your brand.
Now, think about any archetypes associated with your company. If you are unfamiliar with brand archetypes, take a look at why Santa Claus is the world's strongest brand.
Lastly, identify your brand's values, and get the ball rolling from there.
Develop a Brand Message
Now that you've determined what makes you unique and what values consumers will see in your company, you need to write down your big idea. You can also break it down into smaller points that will make the message clearer.
For instance, your big idea can be: "our ski rentals offer the best performance, service, and value on the market". You can then make a list of smaller points that break down the main statement, like your brand's promise, experience, innovation, and history.
Use these smaller ideas to make consumers think and feel a certain way about your products or services. For example, the innovation statement could include a description of the unique technologies that make your equipment the best and most reliable.
In short, you are essentially building a persona for your brand by figuring out what your clients want and expect from you. After you've identified your big idea and supporting statements, consumers are more likely to view you as a consistent and approachable brand.
Set a Goal
This is the part of your roadmap that will show members of your team what your company could look like in the future. It is a great way to boost motivation in the office and entice your co-workers to work harder and more efficiently. In fact, evidence shows people perform better when there are set goals they can achieve.
What you set as your brand's goal is up to you. You can choose to go the revenue route by stating how much you'd like to be making in 10 or 20 years. Or you can set goals regarding social media influence, long-term market penetration, or usage increase.
All in all, the goals you set should be short and to the point. They should not be ambiguous or up for interpretation. After all, you want everyone on your team to be informed and on the same page.
Identify Issues with Your Brand Strategy
It's important to identify and understand what's wrong with your business.
Finding areas in which your company could improve can help you create a much more appealing and well-rounded brand. Included in this category are also things you've wanted to do, but haven't been able to. For example, maybe you've been looking to create a Facebook page for your company, but have never done so.
Write out a list of all the issues you see in your current brand strategy. If you can't list more than two, consider looking up some common problems. Adding these to the brand strategy road map will also communicate these issues to members of your team who could have valuable input on how to solve them.
Develop Strategies to Solve Identified Issues
Now that you have your issues, it's time to plan how to solve them. Once again, it's important to discuss these issues with trusted members of your company before writing down strategies to solve them. Your coworkers will also appreciate the fact that their opinions are being heard and are valued.
Our advice is to come up with one solid, basic strategy for each issue you listed. Don't find multiple ways to solve a problem if it can be fixed with one.
Know Your Tactics
Don't worry! We know it's been a long list, but this is the last thing you'll have to do to finish building your brand strategy road map. This section tackles tactics.
It basically expands on the strategies section by giving a more detailed vision of how you're going to fix your problems. For instance, if one of your strategies is to explore a new area of fashion and not just produce shoes, one of your tactics could be to scope out that particular item's market.
Another tactic could be to create a trial run with the desired item of clothing or accessory. Whatever your tactics are, write them down and stick to them. Communicate them to the rest of your team so everyone is informed.
Now Go Build a Strong Brand!
Write your road map, make it look organized and neat, and distributed around the company. Your brand will start to flourish now that you've established a clear vision, set concrete goals, and identified potential issues with the brand. We know the process can be stressful.
If you are overwhelmed by the idea of creating a successful road map for your brand strategy and aren't sure if you're on the right track, contact us. We can help you with brand development, graphic design, and web development.