Why Brand Strategy is Trending Now
Recent weeks have been overflowing with new requests for brand strategy work. It’s both understandable and exciting! With so much change, rethinking strategy is necessary to realign with the market.
A question is coming up a lot in the discussion, so I figure an answer here may help. What exactly is brand strategy and why do I need one?
Your business has more audiences than you think. They each think differently about what you do. And they need precisely the right message at the right time to move to the next desired step with you.
In this highly personalised world, your message at that moment must be unapologetically for them alone, or it risks not being perceived as “for them”.
Resonance and relevance is everything!
Before working on strategy the first three pillars need to be solid:
- Get clarity on all your audiences
- Get clarity on who you are as a brand (your culture)
- Get clarity on your positive impact
Then for each audience, think about:
✅ How exactly do I want to move them?
✅ Which medium will I use to meet them?
✅ What’s the most memorable messaging to make them move?
Bonus points if you can make your purpose, values and impact shine through each piece.
How has your brand strategy changed with Covid?