There are many different types of Strategies when it comes to business. Business Strategy, Corporate Strategy, Marketing Strategy, Content Strategy but what is Brand Strategy?
TL;DR; Brand Strategy is highlighting the long-term goals of a business and understanding how your brand can help achieve them.
Let’s start by defining what ‘Brand’ is. Brand in itself is very intangible. Often mistaken for a logo or the ‘look’ of something be it a website or marketing materials.
This idea of “Just Do It” is probably printed on a document somewhere in the Nike offices along with other intangible feelings and values that they adhere to. From this “document” every single thing that is written, presented, spoken, recorded or broadcasted will revert back to this document and the idea of “Just Do It”. Before anything is sent out to the masses, it is asked the question “D
Brand cannot end there. It’s all well and good that a company sits round a table and decides “this is our brand, we must always adhere to this”. It’s not until this idea enters the minds of the consumer before it starts to take shape. The great Marty Neumeier said “Your brand isn’t what you say it is. It’s what they say it is”. Meaning it’s only until the prospect “gets it” and feels it that it becomes your brand.
No that we’ve established what brand is, how does strategy fall into this and what different types of brand strategies are there?
As will all aspects of a business, you must have a purpose and goals. You need a reason to exist and these reasons should dictate everything that you do. Brand strategy is no different so highlighting the long-term goals of a business and understanding how your brand can help achieve them is what brand strategy is. This can be a fairly intangible thing, particularly in the eyes of an accountant. Brand Value or “brand equity” cannot be measured in the short-term as it’s a pretty
This makes brand strategy all the more important as recognising a goal and assigning a particular tactic executed by a brand action is the only possible way to even come close to start to understand how well your brand is doing. It’s likely though that multiple strategies have been assigned to a particular goal and so there lies the
Brand Strategy can be said to drive they why from an emotional standpoint of the business strategy and marketing can be considered how. Knowing why you do things is key to really connect with your market. It’s the only human-like asset they can resonate with so it’s important to make it known. You often see “Vision Statements” on websites to really highlight this. Personally, I like the idea of this resonating from within the behaviours and actions of the brand to help your customers understand your vision statement.
Brand Strategy at Jupiter and the Giraffe is the process of running diagnosis of the current state of the business and what goals it has as well as the market in and around the business to help define a brand. That includes user personas and competitor analysis. Finally, we propose a set of actions to accomplish your brand goals. This is crucial as it gives purpose the tasks at hand and gives us measurable results we hope to achieve at given points in the strategy. We distil this down to a creative brief, outlining actions against a prioritised list of goals created during the session. This session is attended by C-suite members of the organisation because it’s important to know the long-term goals of the company, something only these individuals have sight of. The founder is also a great person to have in the room as they often have sight of the vision as this is key to staying focussed.
Staying consistent with these ideas is important. We run brand audits every 3 months as they can easily get shaken due to changes in the market place and company goals changing.
It’s amazing what results can come from a brand strategy. Most notably is how to create a good brand name. To create a brand name or company name that has rooted meaning can only be achieved from looking deep within your brand and seeing further than simply what you do. Some of the best brand name examples in my opinion are Spotify, Kindle and Apple. It doesn’t take long to find out what inspired these seemingly arbitrary names. Once
I hope this clears up any ambiguity. The very process of brand strategy should get the minds of everyone working together and involved while leaving everyone feeling like they are on the same page. Super important if this document stays relevant for as long as the organisation is in existence.
At Jupiter and the