Kick-Start Your Brand Strategy

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Kick-start your brand strategy: five simple steps

Kick-start your brand strategy: five simple steps

Brand Strategy

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Whip your brand into shape: 5 simple steps that make a HUGE difference.

1. Create My (Perfect) Client Avatar

Writing targeted content is much easier when you know who you're targeting. Be clear about the people your product caters to: 1. Jot down the key USPs of your product, e.g. my product is a luxury dog bed that features emojis in its design 2. Jot down who these USPs appeal to: predominantly young (Gen Z, Millennial) unisex dog owners 3. Write down the common characteristics, buying habits and beliefs of your core customer 4. Use your notes to create a client avatar. Give your avatar a name and an age range, before breathing life into it by attaching your listed characteristics, buying habits and beliefs to it. Add as much detail as you like: where do they live? How much disposable income do they have? If you visualise your target market as a specific person, it becomes much easier to speak to them through your marketing.

2. Find My Voice

Now you understand who your 'client' is, you can start thinking about how you speak to them. Formally or informally? Are you funny, or are you straight-laced? If you are a law firm, for example, your target client probably won't want you joking around, they'll want reassurance that you'll take their case seriously to secure the outcome they want; therefore your tone should be formal and confident.

3. Establish My Brand's Beliefs and Message

Quite simply, what do you stand for as a brand? 1. Start by understanding what you stand for as a person. Write down your beliefs: are honesty and integrity important to you? Do you believe in a particular cause? Is it important to you that life should be fun above all else? 2. Whittle your list of beliefs down to those that correspond with your brand: if you believe that life should be fun, reflect that in your brand. Make your communications and imagery lighthearted and colourful. Throw in fun quizzes and competitions for good measure. Your brand's beliefs combined with what your product actually does / offers people, is your "message". Carry your brand's message through all your marketing - consistency is key

4. Identify the Challenges I Solve for My Target Market

Now you know your core client and message, you can start to identify the challenges that your brand solves for the former. All products should solve a challenge for someone, and their marketing strategies should reflect that. A post-it note, for example, solves the challenge of how to pass on messages and remember key information in a quick and convenient manner. Once you identify those challenges, use your marketing to convey your solution. Be useful to your target market and they will buy from you.

5. Choose My Channels

Now you have resolutions 1 through 4 clear in your mind, it's time to choose your marketing channels. Your client avatar will be particularly useful here.

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What social media channels should you market on? Where does your client avatar reside? LinkedIn may be best for a law firm, while Instagram could work well for a emoji-designed dog bed.

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Do you want to start an email marketing campaign? These tend to work well for most products as you will be sharing targeted information with subscribers who have already shown they trust your brand enough to give you their email address.

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Do podcasts and contributing articles lend themselves to your brand? These marketing funnels are particularly good for those brands led by someone with a public profile, or someone who is keen to develop one.

There are many more marketing funnels you can explore, which ones you choose will depend on your product, client avatar, message and brand.

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