Now that we’ve defined what a brand strategy is and why it’s important, let’s get more specific and review the components that make up an effective brand strategy.
In my over 20 years of design and branding experience working with some of the world’s most successful and beloved brands, I have discovered 7 Principles of Branding that every business needs to define and implement to build brand equity and become the leader in their industry.
The first of these brand principles is Definitive Motivation.
Your Definitive Motivation is who you are, why you are doing this, and defines the problem you are solving.
It is your mission, your values, your vision, and what you are willing to do to achieve your goals.
Essentially your Definitive Motivation is the reason why you exist.
The second brand principle is Targeted Audience.
Targeted Audience defines your demographic and who your ideal customer is.
By clarifying who your audience is, you will learn about their beliefs, what’s important to them, and what drives their buying decisions.
You will also discover their goals, their pain points, and what might make them hesitant to use your product or service.
The third brand principle is Competitive Awareness.
Competitor Awareness is exactly what it sounds like, which is knowing who your competitors are.
You must discover who your competition is, how you are different from them, how you are the same, what makes them better than you, and what you are able to do that they cannot.
You must determine their strengths, their weaknesses, and how you can capitalize on those weaknesses by differentiating your brand from theirs.
The fourth brand principle is Strategic Messaging.
This is how you speak to your customers and is where you strategically communicate to your audience and create positive engagement.
Your messaging should allow them to easily understand what you do, your values, your promise, and the benefits of your products or services.
Strategic Messaging includes your name, your tagline, your voice, your personality, and your value proposition.
The fifth brand principles is Engaging Identity.
Engaging Identity is everything visual that represents your brand.
It includes your logo, your brand’s color palette, the typography you use in your designs, and how you coordinate illustration, photography, icons, web design, and motion graphics to create a consistent look and feel, so your customers can easily recognize your brand.
The sixth brand principle is Consistent Implementation.
This is the process of implementing and coordinating your brand messaging and visual identity consistently across all your consumer touchpoints.
Basically it’s taking all the hard work, commitment, and time you have put into developing your brand and strategically releasing it into the world for everyone to see.
The last of the seven brand principles is Asset Management.
Asset Management is focused on creating guidelines for your team to use as they develop your marketing campaigns, advertisements, and all your touchpoints.
Proper management, enforcement, and systematic audits of your brand assets will not only maintain consistency, but also reveal where your brand may be failing so you can make the necessary adjustments.
So those are the 7 brand principles that you must define and implement if you intend to build a beloved and lasting brand.
In Brand Design Academy I dive deeper into each of the principles and show you step-by-step how to create a bullet proof brand strategy that will launch your business to the top of your industry.
To continue your training, please be sure to download the FREE Brand Builder Toolbox and complete the Action Guide.