Brand Marketing Strategy
Clarify Your Strategic Vision As A Brand Promise
Brand marketing strategy and business strategy are like the left and right hand.
They are the yin and yang of well-planned businesses.
Your brand promise must be evident
through:
- Internal service quality; which drives employee satisfaction and commitment.
- External service quality; which influences customer satisfaction and retention.
If the service qualities of both are aligned with a compelling brand promise then your brand marketing strategy vision will be clearer to your target audiences, making the business more attractive and ownable. Perceived business relevance, profit growth and increased value will naturally follow.
The 'Idea' Brand Marketing Strategy
Some people say that a brand is an ‘idea’ and that, while the product/service can be easily categorised, it is actually the promise of this idea that people buy into. This is what we call the brand promise and to define it will help your business address three key challenges.
- Be different – motivate with a distinctive and clear proposition.
- Be valued – attract the right relationships with the right audiences.
- Be smart – encourage your audiences to support you in your marketing efforts.
Being different in a world that is constantly evolving is the first. Just think of some of the changes you have seen in your lifetime. It is the same in the business world – nothing stands still anymore. Anything that does stand still gets left behind. Understanding how your business stands out is essential. Presenting a unique and memorable offering is a basic requirement for a successful brand marketing strategy. Wrapping this offering in a story is the best way to own a unique and motivating brand promise.
Secondly, your brand is a design, marketing, communication and human resource tool, which will enable your business to build trusted relationships with audiences. Being valued by each at any one time is the key to strong performance. Making a promise and then keeping to it will help substantiate your story. This tangible evidence delivered across every point of interaction with your brand will help to build loyalty. The more the whole story lives the idea, the greater chance your business will have in attracting the right relationships with the right audiences.
The third challenge continues to build on the thought that everything you do, everything you own and everything you produce, helps to communicate the brand promise. In today’s world your audience will play a big role in developing the wider story. This is something brands actively seek; after all “word of mouth advocacy is worth millions spent on advertising”. It is therefore important that your audience understands your vision as a brand promise and can see how it belongs in their own world. Your audience must be allowed to see the promise as something they can own. Make the story personal and your audiences will write themselves into it and so support you in your brand marketing strategy.
Our Consultants can help you develop your ‘brand strategy’ to clarify your strategic vision as a brand promise, by helping you to:
- Wrap your offering in a story.
- Make the story tangible.
- Make the story personal.
If you would like to know more about our brand marketing services, or any of out marketing strategy services, please contact us today on 0845 838 0936 or email us.
