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How To Create A Brand Strategy [Proven 14-Step Framework]



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Stephen Houraghan here of BrandMasterAcademy.com and in this video you're gonna learn

how to create a brand strategy using this 14 step roadmap used by some of the

biggest and most loved brands in the world.

now when you build a brand for yourself or for a client essentially what you're doing is you're building an

entity that's going to connect a business to a group of people and try as

you might a logo and a brand identity is not gonna help you do that you need to

first understand who the audience is and what they want and then devise a plan to

show them that your business has what they want in a way that's gonna resonate

with them best and that's exactly what the brand strategy is so why is brand

strategy so important well if you have products or services that you want to

sell to ultimately grow your business then you want to give your business the

best possible chance to grow now if you think of any team in the world any

professional team in the world then they work hard on their techniques they

understand who their competitors are including their weaknesses and then they

go and devise a plan to go out and beat them now does this mean that every

team is successful because they have a strategy no but every successful team

does have a strategy and the same is said for every successful brand in the

world they all have a strategy for success so now that you know that you

need a brand strategy you just go out and whip one up right well it's not that

easy and although most businesses do understand that they need some kind of

brand strategy most don't know how to go out and develop one and that's what

we're gonna clear up in this video right now with this 14 step roadmap step

number one develop your internal brand now this is the very first step in the

brown building process and even some business owners who do understand the

value of brand strategy tend to skim over this quite quickly but it is a

really important step because it provides a solid foundation for your

brand and if your brand doesn't have a solid foundation it doesn't take long

for the cracks to appear so your internal brand includes your purpose

your vision your mission and your values and it's really important that this

stems from the leadership team because it is the leadership team

that directs the brand and if there's not a solid belief behind why

the brand exists then as I said it won't take long before cracks appear so

develop your internal brand stemming from who the brand leadership team is

and you'll have that solid foundation in place step number two define your target

audience now in order for any business to survive and then thrive they need

some kind of value that certain people want and these certain people are a

group and that is who your target audience is and it's your job as a brand

builder brand manager brand leader to understand these people as intimately as

you can understand everything about them so use every tool at your disposal to

paint a picture of who they are so your demographics your psychographics

understand the challenges their pain points and ultimately get to their

emotions because it's through their emotions that you're gonna be able to

really understand them empathize with them and connect with them step number

three map your market landscape now if there is a group of people that want

what you have then chances are there are a group of competitors already serving

those people so you need to understand that group of competitors as well as you

can because you need to understand what your audience already has available to

them in the marketplace why because you don't want to offer the same thing you

want to be different you want to give your audience something that they don't

already have as an option in the marketplace because if you just go out

into the market and offer the same as what's already out there you're just

contributing to market noise and you're not giving your audience a reason to

turn their heads and look towards your brand step number four uncovering your

market position so at this stage you'll understand who your audience is and

you'll understand who your competitors are and that is a clear picture of your

market landscape and having a clear picture of your market landscape allows

you to see gaps and opportunities in the market where you might be able to fill

and go in and give yourself or give your audience something that they don't

already have already so you need to understand those gaps and start to ask

some questions as to how you can be different how are you gonna be better

faster more convenient just a better option for your audience in the

marketplace to give them that reason to turn their heads that difference that

you're gonna make in their lives is gonna be the reason that

they turn and look towards your brand and ultimately choose your brand over

your competitors step number five shape your brand personality

now once you've defined the position that you want to own in the market

you'll understand the value that you're gonna bring to your audience and the

impact that you're gonna make in their lives so now you need to try and come up

with a plan and devise a plan to convince them of that value and show

them of the impact that you're gonna make in their lives now what we say to

our audience is very important but how we say it will have a big impact on

whether or not our message is received now on a human level we all connect with

people through our personalities through the characteristics that we display and

we connect with other things in the exact same way we connect with brands in

the exact same way if we see personality if we see characteristics that we're

attracted to then we're far more likely to be open to those messages so

understand who your audience is the characteristics that they're attracted

to and then infuse your message with those characteristics and your audience

will be much more open to your messaging step number six identify your brand's

tone of voice now this is an extension of the personality and another

opportunity to inject characteristics and personality into our brand now we

are in a content driven world today and there is content everywhere we see

advertisements we see social posts content articles videos and each one of

those is an opportunity for our brand to inject characteristics and inject

personality so that we can resonate with who our audience is so understand the

personality that you want your audience to be attracted to that you know that

your audience will be attracted to and then use your tone of voice to inject

more of those same characteristics and if you use that tone of voice across all

of your content then they'll feel a connection to your personality they'll

feel a connection to your brand when compared to you know your competitors

who are at they're just creating content that doesn't have personality that

doesn't have a tone of voice step number seven develop your messaging strategy

now the personality is the how behind your message how are you going to

deliver that message and the characteristics that you're going to use

to resonate there but the messaging strategy

is the what you're going to use so what is it that you're gonna say to convince

your audience that you have some value that's gonna impact their lives what is

it you're gonna say that's gonna connect with them and if you think about us on a

human level when we're in to introduce to something new we all think the same

way we all have this subconscious thought of what's in it for me that is a

primal instinct that we have and that's related to our reptilian brain we're

always thinking what's in it for me is this a threat is it a danger or is it

some value that's gonna help me survive so that is the first thought when we

have that we have when we come into contact with something new and that is

the first itch that we need to scratch with our messaging we need to scratch

that what's in it for me itch so we need to break our messaging up into a series

of key messages that's first gonna scratch that itch and tell them the

value that we're gonna offer in their lives but then we're gonna follow those

messages up with messages that show them that our brand is more than just a

transactional brand we want more from this relationship than just the

transaction than just their money and that is what the follow-up messages will

do so we need to split our messaging strategy up into messaging that's gonna

prove the value of our brand that's gonna show them that we have value to

offer and messages that are going to show them that we want more from this

relationship than just their transaction step number eight craft your brand story

now as humans we are fascinated by story and this is because it was the primary

way to pass information on from one generation to the next so it's built

into our DNA and when we hear stories we just listen more intently we're more

engaged and you know we always want to hear what the next step is and what

the end of the story is so that's built into our DNA and that's why we listen to

story and remember story far far more effectively than we do simple fact

sharing and this has been proven by neuroscience and we're actually 22 times

more likely to remember story based information than we are to remember fact

based information so if you're able to show your audience why your brand is

different and the impact that your brand can make in their

lives through a story or series of stories well then they're gonna listen

far more intently they're gonna be more open to that story because it's part of

their DNA step number nine develop your name and tagline now it might seem

pretty late in the process to be creating the brand name and the tagline

and this actually flies in the face of most brand building processes because

what you'll find is that most businesses and you know most brand names are

created by the business owner very very early in the business development stage

and it's usually created because you know they like the name or you know

they're emotionally attached to it some kind of way but if you think about what

brand name and taglines are they're just another communication tool and

another strategic tool to be able to send a message to your audience and

plant a seed in their mind so if you also think about the information that we

now have at hand we know the position that we want to own in the mind of our

audience we know who our audience is we know why we're different to our

competitors the personality that we want the characteristics that we want to

deliver the messages the stories we have all of this information at hand now so

we're in a much better position to be able to name the brand and develop the

tagline to plant the seed in the mind of our audience as to why our brand is

different what we want our audience to remember about our brand so we need to

take all of the information that we've gathered and developed up until this

point and use that when developing the brand name and the tagline step number

10 design your brand identity now this is where most business owners start the

branding process they'll go out into the market look for a designer to design

them a logo and then they'll deem themselves branded and away they go

but this really puts a bit of context into the idea that a brand is not a logo

because at this point in the stage we have developed 90% of the brand all of

the work that we've done up until this point all of that strategic work is 90%

of the brand and now we're just bringing it to life visually through the visual

identity and that's where we design you know the logo the typography the colour

palette the image style and all of these now put

more emphasis on the visual identity on that brand identity before if you're

developing a visual identity as the starting point for your brand well then

you don't have all of that strategic information and therefore your brand

identity doesn't have that strategic input but now you have all of that

information and now you can develop and design a brand identity that is speaking

to who the audience is that is delivering a message based on the

personality and the characteristics so through the brand strategy the brand

identity becomes more important because it has all of that information at hand

to use in the brand design process step number eleven craft your brand

collateral now this is where your strategy and your identity come together

and this is the dressing room for your brand launch so everything from your

purpose to your typography your color palette to your positioning strategy to

your personality to your image style they all come together through your

collateral so everything from your website to your brochures your business

cards your advertisements your billboards your point of sale any piece

of collateral any form of physical or digital communication from your brand is

part of your brand collateral suite so you need to develop that in this stage

and at that stage you are ready then to go ahead and launch your brand you have

all the tools at hand that are laced with your strategy and your identity and

you're ready to go step number 12 devise your brand awareness strategy now we've

already done some groundwork with audience in terms of understanding who

they are and this point in the brand building process we're going to find

where they're congregating so we need to understand where they hang out online

where they hang out physically where they congregate where they go to for

information about the problem that we have that our brand solves and where

they're gonna be most likely to be open to our messages then we need to

prioritize those congregations in terms of where our messages are going to be

most effective and develop specific messages for each of those environments

so that is what the brand awareness strategy does yes we've devised how

we're going to communicate to our audience what messages were gonna say

how we're gonna resonate with them through our characteristics and our

personality and their tone of voice through our brand strategy that we have

developed but now we're getting more into the tactical side of getting our

brand out into the marketplace and this is where marketing comes into play so

our brand awareness strategy and our marketing strategy are one in the same

and we need to tactically decide where we're gonna place our messages and where

to prioritize those messages step number thirteen launch your brand so you've

done all the hard work here you've developed all of your communication

you've developed your visual identity and your tactical strategy to place your

messages out into the market and now it's about executing now the type of

budget that you have will have a big impact on how quickly you move here if

you're working with a decent-size budget and you've got Google Ads to play with

Facebook Ads to play with then you can reach a lot more people through that

budget but if you don't have a budget then your marketing efforts are gonna be

a lot more guerilla-style you're gonna be doing a lot more hard work rolling up

the sleeves and getting stuck in there on forums and chats and really trying to

put your name out into the marketplace through those free platforms so

depending on your budget will depend on how quickly you can make an impact but

it's important to keep that perspective and it's also important to determine

what success looks like within your brand awareness strategy so how are you

gonna approach the marketplace and what's your strategy gonna look like in

three months time how are you gonna define whether or not that strategy was

a success so as you launch a brand keep that perspective in mind if you've got a

budget you're gonna make more impact if you've got less of a budget you're gonna

make less of an impact but keep that perspective so you don't get overwhelmed

and finally step number fourteen analyze optimize and evolve now a huge advantage

that business owners have today compared to 15 years ago or even 10 years ago is

the level of data that is available so analytics is a very very useful tool and

whether you do this yourself or engage somebody to help you it's important that

somebody understands the power of analytics and to be able to analyze that

data so you can see whether or not needle is moving or not and then it's a

case of optimizing improving evolving do more of what's working do less of what's

not make those changes be nimble and evolve over time and that is how you're

going to find out what it is that your audience is responding to what they're

not responding to and then do more of what they're responding to so if you

didn't know already but you probably did you can see now that a brand is far more

than a logo but luckily for you 90% of your competitors are still going out

into the market looking for a designer to design them a logo and away they go

they don't have any messaging they don't have a position in the market they don't

understand their competitors their audience and they're not connecting with

them they're not resonating with them so what you need to do now you need to make

that advantage work for you follow this 14 step framework and develop a brand

strategy for your brand so you can start connecting resonating with who your

audience is and you can start moving that needle raising that brand awareness

and growing your brand but I'd love to know if you learned something new from

this video if you did hit that subscribe button and hit the notification bell as

well it'll let you know when I've got new videos coming out and I'm releasing

over three videos a week at the moment if you want exclusive brand strategy

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directly into your inbox but I want to hand it over to you now is there

anything that you've learned from this video do you now know that a brand is

more than a logo of course you know you knew that already but is there any

more steps that you can introduce into your brand building process to help you

connect and resonate with who your audience is if you've got any queries or

any questions or any challenges at all in relation to building a strategic

brand please let me know in the comments below I'll do my best to answer all of

those messages until the next time brand like a master and I will see you in the next video!