Turnaround time 2-3 weeks
A good brand is unforgettable
Bringing the spirit of brands to life and to their audience and keeping your brand habits and actions aligned with your goals.
Sian Gunney leads on brands whether we are talking household or challenger product brands or business brands. Or even her specialty which is personal brands Sian is the go-to expert for brand strategy and understands good brand matters.
Alongside her ability, the ‘think big’ Sian Gunney is renowned for three things
- Co-creating brands and helping drive brands with longevity in the marketplace
- Bringing brands to life and connecting them to their audience shows true brand potential with scalability
- Elevating Personal brands, Thought leaders, and celebrities
Let’s first get clear on what a brand is and is not. The word company refers to the organization that markets or produces products or services; brand refers to the image and “personality” a company applies to its products. A brand is an intangible asset that is created by a company’s performance and values.
Definition of a brand is “whatever your prospect thinks of when he or she hears your brand name.” In other words, your brand is your reputation. Someone once said, “your brand is what your customers tell their friends.”
Great brands alter our lifestyles, change perceptions, and influence behaviors. They even help inspire and define us in some ways. Brands are not just logos, taglines, and corporate colours. A true brand represents what a company stands for, its culture, its mission, and how it will affect the world we live in.
Below are some of the key sections included in your Brand Strategy.
An analysis of how a brand is currently perceived in the market proceeds to plan how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives.
Great brands make an emotional connection with their buyers and inspire them to take action. This is the foundation of your brand strategy. Define your brand’s beliefs and inspire the people with the same beliefs – within your company and in the marketplace.
Without differentiation, you’re selling a commodity and have to compete on price – or your brand will stagnate or die. Highlight the “peacock points” of your brand as part of your brand strategy. After analysing your strengths, you’ll learn how to communicate them using specific criteria which can turn them into competitive advantages in the mind of your buyer.
Storytelling for your brand – creating a compelling brand story that is shared consistently through content that evokes emotion and motivates customers to take action.
Positioning, or owning a space in the mind of your buyer, is more important today than it was decades ago. Listing positioning approaches for specific stages of your market’s lifecycle to decide what you want your brand to be known for.
Effective brand strategies are clearly understood and adhered to by everyone involved with acquiring and maintaining customers. Determine the key elements of your brand to create a unified brand experience that can be repeated to inspire, differentiate and position you in the mind of your buyers.
If you know what your brand should stand for, how well do your existing messaging, campaigns, and creativity represent it? What does your market think your brand stands for? Here you will determine all of your brand touchpoints, collect market feedback, determine your brand’s gap analysis, and create your brand update schedule.
Brand Strategy Implementation
A great strategy is useless without a plan for execution. Establish your vision, big idea, and tactics, and create your 6-12-month sequence of actions to implement your brand strategy with your daily marketing activities. This is separate from a traditional marketing plan.