Brand Strategy Development & Execution

Developing a strong, strategic and clear brand strategy ensures your messaging meets its overall long-term communication goals. We work with our clients to create strong brand statements and select key terminology that can be used as mission statements, vision statements, corporate attributes, taglines and other messaging. 

A brand positioning statement is the first step to creating a successful brand strategy as it focuses on the goal of the organization. It also defines the unique value proposition for the brand and defines the way that the brand should be perceived. While every brand has a name and a logo, it must have so much more to effectively shape the perceptions of its consumers. 

Every successful company has a brand strategy at the core of their operations. In order to properly create a brand strategy, an organization’s target audiences must be clearly and specifically defined. If you’re not entirely sure what your customers want from your brand, gathering data must be the first priority, which means you must outline your objectives and your goals. 

In order for a brand strategy to be effective, a company must know who they are and what their goals are. Without these key pieces of information, a brand strategy cannot lay the foundation of an organization’s marketing and advertising. According to Simon Sinek’s Golden Circle, you will need to answer the why, how and what. 

People are going to be affected not only by how our candy tastes, but obviously, by what they hear about it from others as well as the "retailing environment" in which it appears. The latter includes the class of store, the method of packaging, the condition in which it appears, and the surrounding merchandise. Just as the New Yorker creates a different "editorial environment" for a Lord & Taylor ad than does the Village Voice, so do the surroundings in which our candy is offered affect potential customers' mental - and even gastronomical - impression of our quality. .... It should be very hard to get, available only periodically, and then (to the consumer) apparently only in limited quantities." -Warren Buffett, 1972, in a rare letter on creating a brand

Brand Strategy Planning Process

  1. Comprehensive Audit 
    • Interview key stakeholders, both internal and potentially external.
    • Review current communications plans, including the website and all brand collateral.
  2. Visioning
    • Identify goals and business objectives.
    • Set priorities, as well as differentiate long- and short-term goals.
    • Establish audience profiles.
    • Develop a brand positioning statement.
    • Discuss ideation with internal and potentially external stakeholders.
  3. Documentation
    • Finalize a comprehensive strategic messaging document.
    • Develop a creative brief for the project.
  4. Continuation/Stewardship
    • Adaptation the brand strategy for growth.
    • Plan for future deliverables.

FAQs

Yes and no, depending on your brand’s recognition, goals and audience. Including your name helps with clarity and brand awareness, especially if your brand is newer or smaller. Using just a symbol is more streamlined and flexible, but is more common with larger, more established brands. Many companies use a combination, with their full logo including the company name and a smaller “bug” that is simplified or just an icon, for smaller uses and/or familiar audiences.
Not every brand needs one, but a good one can be extremely valuable. A tagline helps communicate more on first impression than your logo, it can communicate your brand’s essence and personality in just a few words. It’s especially helpful for newer or smaller brands looking to make a quick first impression or stand out amongst their competitors. However, it’s not needed – especially if your name and visuals already clearly express your brand.
Yes, regardless of size, market, etc., every business needs a brand. Establishing a brand is more than just a logo design, it’s the impression you leave with your audience. People will form perceptions about your business regardless of if you’ve intentionally created a brand, so it’s much better to maintain control and shape perceptions intentionally. Having a brand also ensures consistency, which can help build brand awareness, attract customers and set you apart from competitors.
A quick Google search says that Apple is the top brand in the world. Apple has built an extremely strong identity, has a huge, loyal customer base and consistent, premium products. Its customer base has built an emotional attachment to Apple. Some Apple users even go so far as to distinguish themselves and fellow Apple users from other tech companies (androids) as a way to feel superior.
Before you can create your own personal brand, you have to start by defining who you are and what you want your brand to be. Figure out what you stand for and what sets you apart from your competitors. Then, be consistent. Have a consistent message across all platforms, even how you show up in real life. Being authentic and giving people an identity to relate with strengthens your personal brand and allows you to build relationships with your audience.

Contact Covalent Logic to start defining your brand and build recognition today.