HOW TO DEVELOP A BRAND STRATEGY:
A STEP BY STEP GUIDE
Brand strategy is arguably one of the most misunderstood concepts in marketing. Many business owners hear about its importance from marketing experts but still struggle to grasp what it really means and what role it plays in their overall business plan.
This blog post is for all of you biz owners out there who know that brand strategy is crucialâafter all, you keep hearing those marketing people talk about itâbut youâre not quite sure what it really is or how to build one. Iâm going to break down the key elements of a brand strategy and show you how they fit into your marketing. Donât worry, Iâll include some examples and tips to make everything crystal clear. Letâs dive in!
SO, WHAT IS A BRAND STRATEGY?
A brand strategy is basically your businessâs roadmap for how you want your audience to see you. Itâs not just about your logo or catchy slogansâthink of it as the backbone that shapes everything about your brand and marketing efforts.
I get itâthis might still sound a bit vague. So instead of getting caught up in definitions, letâs dive into how you can actually create a brand strategy that works for you.
STEP 1: DEFINE YOUR TARGET AUDIENCE
Why Itâs Important:
Your target audience is basically the group of people most likely to connect with and benefit from your product or service. When youâve got a clear picture of who they are, you can speak their language, shape your marketing, and fine-tune your products to match exactly what they need. This not only grabs their attention but also keeps them engaged and more likely to take action (and we all know, action means conversions!).
How to Use It in Your Marketing:
Every piece of content you create should hit on your audienceâs needs, concerns, and values. The better you understand them, the more you can craft messages that really click. This applies to everything from your website copy to your social media ads. Plus, when you know your audience well, you can tailor your offers to what they actually want. And if you're running a business where youâre struggling to reach customers directly, knowing your target audience also helps you find out where theyâre hanging outâwhether itâs online communities, specific social platforms, or even events.
Example of a Climate Tech Company:
Letâs say you run a climate tech startup offering renewable energy monitoring software. Your audience includes solar farm operators and sustainability managers who need real-time data to optimize energy output. A persona like âGreg Green,â a 35-year-old sustainability manager, looks for tools to improve efficiency and meet emissions goals. Your brand can attract Greg through educational content that shows how your software cuts energy waste and boosts performance. Offering a free demo on your website and highlighting success stories, like a solar farm reducing energy waste by 20%, can help Greg see the value in your solution.
Marketing Tip:
Use platforms like Google Analytics or social media insights to learn more about your current customers and refine your target personas. Segment your email list based on these personas to send personalized messages that address their unique concerns.
STEP 2: CRAFT YOUR BRAND MISSION AND VALUES
Why Itâs Important:
Your brandâs mission defines why you exist, while your values guide how you do business. A solid mission and core values can help you attract loyal customers who resonate with your purpose, building trust and credibility along the way.
How to Use It in Your Marketing:
Your mission and values should be front and center in your branding. Use them in your 'About Us' page, social media profiles, and campaigns. This helps reinforce your purpose-driven approach in every interaction with your audience.
Example of a Climate Tech Company:
Their mission statement could be: âTo revolutionize energy management for solar farms by providing actionable insights that enhance efficiency, reduce waste, and drive sustainability in every kilowatt.â The brandâs values might include accountability, innovation, and collaboration. In marketing, these values can be highlighted through blog posts detailing the unique algorithms that power your software, social media showcases of partnerships with solar farm operators, and case studies demonstrating how clients have significantly reduced operational costs and carbon emissions through your insights.
Marketing Tip:
Make sure to weave your mission and values into all your contentâthink product descriptions, email newsletters, and social media posts. Consistently showcase how your brand supports environmental causes, whether thatâs through tree-planting initiatives or using recycled materials. This not only reinforces your commitment but also resonates with your audienceâs values!
STEP 3: ESTABLISH YOUR BRAND POSITIONING
Why Itâs Important:
Brand positioning is all about carving out your unique spot in the market and showing what makes your product stand out from the competition. It helps customers see why they should pick you over others. When done right, positioning makes your brand memorable and keeps you top-of-mind for your target audience.
How to Use It in Marketing:
Positioning dictates your marketing tone, messaging, and overall strategy. Once you know your competitive edge, you can design campaigns that highlight this difference. This helps attract the right audience and reinforces your brandâs unique identity.
Example:
The startup discussed earlier could position itself as the leader in âintelligent energy optimization.â The focus would be on how its software delivers real-time insights that help solar farm operators maximize energy efficiency and minimize operational costs while supporting sustainability goals.
In marketing, the company could create detailed case studies that demonstrate significant outcomesâlike a solar farm that increased energy output by 25% and reduced maintenance costs by 15% through data-driven decision-making. This compelling data can be featured in advertising campaigns and sales presentations, helping potential customers understand the unique benefits of choosing this solution over competitors.
Marketing Tip:
Position your company as the go-to solution for specific pain points. Highlight how your product or service addresses common challenges and delivers tangible benefits. Run targeted ads showcasing case studies or testimonials that emphasize measurable results. This approach will resonate with decision-makers looking to improve their operations.
STEP 4: DEVELOP YOUR BRAND VOICE AND MESSAGING
Why Itâs Important:
Your brand voice is how you communicate with your audience. Whether itâs playful, formal, or educational, consistency is key. A strong, consistent voice builds familiarity, trust, and helps differentiate you from competitors.
How to Use It in Marketing:
Once your voice is established, maintain it across all marketing channelsâsocial media, video content, email, blog, and customer service interactions. This consistency creates a cohesive experience that customers recognize.
Example:
If you happen to run the startup weâve been talking about, you might adopt an optimistic and supportive tone. In your communications, maintain an optimistic vibe by sharing success stories and actionable tips for improving energy efficiency, ensuring the content feels approachable and encouraging.
Marketing Tip:
Document your brandâs voice in a style guide that includes sample phrases, tone guidelines, and language dos and donâts. Share it with everyone involved in your marketing to maintain consistency.
STEP 5: CRAFT YOUR BRAND STORY
Why Itâs Important:
People donât just buy products; they buy stories. Your brand story connects with your audience emotionally, helping them relate to your mission and values. Itâs a powerful way to build loyalty and turn customers into advocates. Plus, stories stickâpeople remember them far better than they remember plain facts, so a strong brand story makes your brand more memorable too.
How to Use It in Marketing:
Share your brandâs story consistently across your website, social media, and product descriptions. Use storytelling to highlight your journey, the challenges youâve faced, and your commitment to your mission. This builds a deeper connection with your audience and keeps your brand message clear, memorable, and engaging.
Example:
One of my clients left a high-paying oil industry job after his daughter came home from school one day and told him how harmful his work was to the planet sheâd inherit. That moment pushed him to start a sustainable agri-tech company, determined to make a positive impact on the environment. This story should be shared on the "About Us" page, in social media posts, and in email newsletters. By showing this personal journey, you create an emotional connection with your audience, making your brand more relatable and memorable while building trust in your mission.
Marketing Tip:
Use storytelling to introduce new products or services. For example, âThis new product came to life after our teamâs visit to the Amazon Rainforest, where we discovered the devastating impact of deforestation and how innovative techniques can combat it while supporting sustainability.â Highlighting a specific problem makes your story more relatable and impactful, drawing your audience into your brand's mission.
STEP 6: DESIGN YOUR VISUAL IDENTITY
Why Itâs Important:
Your visual identityâthink logo, color scheme, typography, and imageryâplays a huge role in brand recognition. Itâs often the first thing people notice about your brand, so itâs super important that it reflects your values and mission. A strong visual identity helps create a memorable impression and connects with your audience on a deeper level.
How to Use It in Marketing:
Consistency in your visual identity is crucial across all platforms. Every touchpointâwhether a website, packaging, or social postâshould instantly remind customers of your brand.
Example:
The startup could use clean, vibrant colors like blue and green in its logo and software interface to symbolize innovation and sustainability. The typography might be modern and straightforward, reflecting the brandâs tech-savvy yet eco-conscious approach. This visual identity should be consistently applied across all marketing materials, from website design to social media graphics, reinforcing the brand's commitment to a greener future.
Marketing Tip:
Use your visual elements to tell a compelling story. When promoting a new product or feature, ensure that your imagery, fonts, and colors work together to convey your brand's core message and positioning statement. This cohesive approach will help strengthen your overall brand identity, trust, and memorability.
STEP 7: STAY CONSISTENT AND EVOLVE OVER TIME
Why Itâs Important:
Consistency builds trust and recognition. However, as your business grows, itâs equally important to evolve your brand strategy to keep up with changes in your industry or audience preferences.
How to Use It in Marketing:
Audit your brand periodically. Ensure that your messaging, visual identity, and mission still align with your target audience and market trends. Staying agile will help you stay relevant.
Example:
If the renewable energy monitoring software company initially targeted large corporations, but sees increasing interest from small businesses or local governments, they might shift their focus to more accessible pricing models or features that cater to smaller entities. Additionally, they could expand their marketing to include educational content on platforms like LinkedIn, focusing on how renewable energy monitoring can drive sustainability efforts at a local level.
Marketing Tip:
Run customer surveys and social media polls to get feedback on your brand strategy. Use these insights to tweak your brand voice, positioning, or marketing campaigns if needed.
COMMON MISTAKES TO AVOID
1. Skipping Research: Without understanding your audience and competitors, your brand strategy will lack focus.
2. Being Inconsistent: Consistency in voice, values, and visuals across all channels is key to building trust.
3. Neglecting Differentiation: Without a clear USP (Unique Selling Proposition), customers may struggle to see why your brand is better than the competition.
By following this guide, youâll have a clear path to creating a strong, consistent brand strategy that sets your eco-friendly business apart in the market. If this all feels a bit overwhelming and youâd rather have an expert handle it for you, check out OUR BRAND STRATEGY PACKAGE, which includes everything you need and more. Ready to get started?