Brand strategy development process
The process of creating a brand strategy is preceded by an enormous research work. Your task is to investigate from all angles the existing or potential problems for her that do not contribute to sales growth or may hide it in the short, medium and long term.
Separate the overall objective into sub-segments
In addition to the overall objective, it may be necessary to break down your metrics into separate objectives related to individual sub-segments of the target audience. In this case, the goal formulation will take an expanded format, outlining the associated action areas that together will deliver the desired branding outcome.
Create a communication strategy
The next step, based on knowledge of the target audience, is to create a communication strategy. This includes positioning, creativity and attitudes of the media, and answers the questions of what is the objective to be achieved through broadcast messages, what will be transmitted to consumers (positioning), what images and emotions (creativity), and which channels of interaction (medium) with consumers are the most preferable.
In the investigation phase of external and internal factors it may become clear that the competitive environment requires a review of the existing positioning strategy. Then you have to review it and adjust it according to the needs of the market. This may require additional market and consumer research.
However, a rebranding may not be necessary and may remain the same. And as such, it can be part of the new communication strategy. There can be many reasons for these situations, where the existing positioning is still relevant and the communication strategy needs to be revised.
This is due to other factors, such as changes in society as a whole or individually in the target audience of the meanings of the images used by the brand, changes in the strategies of competitors that weaken the impact, current messages of the brand or the transformation in consumer behavior in relation to communication channels and their preferences.
If the positioning strategy is revised due to external factors, then the creative component of the brand's interactions with consumers is more in the sphere of influence of the company itself, although this does not exclude the possibility of testing creative hypotheses among members. of the target audience.
If change is imminent, an independent, in-depth, brand-specific creative approach may be necessary as part of a communication strategy.
This strategic direction is responsible for issues of scenarios and designs to be used in brand communications. It is essential to shape your identity and accompany broadcast messages with an emotional charge that is in tune with the brand.
Media strategy audit
Once the positioning and creative strategy have been clarified, the next step is to do an audit of the media strategy. The particularities of the brand and its target audience will dictate the choice of communication channels to be used, the priorities that must be established between them and the intensity and frequency of exposure.
Subsequently, the formulated media strategy will form the basis for developing a media plan for marketing campaigns.
promotional strategy
Once all the strategic orientations that the brand strategy will have been finalized, move on to the detail phase of the promotion strategy. It contains the answers on how to attract the attention of consumers and make the brand popular in order to gain an edge over competitors in the mind of the target audience.
In essence, a branding strategy is an interrelated description of important branding decisions, including:
Formulate brand promotion goals and objectives in the SMART system.
Definition of the ways to achieve the objectives, that is, a set of all support strategies.
A calendar of activities appropriate to the goals and objectives to effectively promote the brand.
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