Brand Strategy BEFORE Online Advertising and Digital Marketing
Retail E-vironment Pty Ltd (retail e-v)
Marketing, Online Marketing, Branding
rev™ 10-Step Brand Strategy Guide from Robert Durrant
Brand Strategy & Planning is one of the most important elements of your business outside your financial management. Your brand is without a doubt your company’s most valuable asset. A strong brand builds trust and integrity, both crucial elements to turn leads into customers.
WITHOUT a focused sales and marketing strategy, it doesn’t matter how much you spend on lead generation, over the long-term, you WILL NOT have a sustainable sales pipeline.
A brand Identity whether it’s a company, product or service is best understood as your reputation, and it’s visibility in the marketplace. The strength of your brand can be measured as Reputation X Visibility.
e.g. Brand Strength = Your reputation multiplied by Your visibility in the marketplace.
So where do you start?
Well BEFORE you start wasting time and money on sales, marketing or online advertising, you MUST build your brand strategy, and a strategic marketing plan first!
What’s the difference between a brand strategy and a plan?
Strategy is about understanding the environment, and making choices about your offer and how you relay this to your customers.
Planning is about making choices about the actions and also use of resources available to achieve the decisions made within your strategy (the tactics).
Building branded solutions not branded products.
A constant problem for brand marketers is that they define your business brand or corporate identity by what you sell, rather than what your customers actually want or need?
Claim your position; consumers purchase for varying reasons, so sure that you understand your target market and their problems or challenges BEFORE you start running out promoting something that people don’t want.
An example of this is how people purchase motor vehicles. Did you know that the strongest purchase decision factor is how a car looks and NOT what features it has? It’s a good lesson on how you market and sell your products.
It’s crucial to identify at the start:
• Who your CUSTOMER or target market is
• The PROBLEMS they face
• The VALUE of your product or service.
De-commodifying your product or service.
Learn how to de-commodify your product. Create something that is unique of will differentiate your offer from others. Take Nespresso as an example. They don’t sell coffee; they sell an entire home entertainment experience?
Talk to us about how you can package or bundle your offer into something unique that your customers will love.
Building your brand strategy and plan.
To begin your brand strategy development, we recommend that you break the process into the following phases (don’t worry, we also have a download guide available)
Phase One: creating a brand strategy and having this aligned with your business goals and objectives.
Phase Two: develop all the tools you will need to support the marketing and communications of the brand.
Phase Three: refining, adjusting and strengthening your brand strategy and plan.
Take the easy way?
Download the rev™ 10-Step Brand Strategy Guide created by Robert Durrant. This is your how-to guide when building a brand strategy and plan from http://www.retaile-v.com.au/Brand_Strategy_Guide
This document addresses all three components.
Take the time to build your brand strategy – get this piece RIGHT!
, Brand Management
, Brand Marketing
, Brand Strategy
, Business Branding
, Business Marketing
, Business Plan
, Business Tips
, Digital Marketing
, Marketing Agency
, Marketing Strategy
, Online Advertising
, Online Marketing
, Product Management
, Robert Durrant
, Small Business
Contact Retail E-vironment Pty Ltd (retail e-v)
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