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    The 9 Key Elements of Brand Strategy

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    Ghufran Majeed

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    The 9 Key Elements of Brand Strategy

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    Ghufran Majeed
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    8 views7 pages

    The 9 Key Elements of Brand Strategy

    Uploaded by

    Ghufran Majeed

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    Brand Management

    The 9 Key Elements of Brand Strategy


    Every successful brand is composed of many different elements, but they all work
    together to create an effective and differentiated brand strategy.

    Your brand strategy gives you a unified plan for everything from the core of your business
    and the positioning of your brand to It formulating a brand persona that resonates with
    your target audience.
    An effective brand strategy helps you define key aspects of branding your business.
    Think of it as setting the pathway for everyone else who is going to work with the brand.
    From designers, to marketers, to developers and of course the C-suit executive.
    So when you define the key elements, you will get clarity on how to build a strong brand.
    The 9 Brand Strategy Elements:

    Here is a list of nine components that are fundamental for forming an effective brand
    strategy.

    1. Brand Purpose
    2. Brand Vision
    3. Brand Values
    4. Target Audience
    5. Market Analysis
    6. Awareness Goals
    7. Brand Personality
    8. Brand Voice
    9. Brand Tagline
    The brand strategy framework comprises of 3 sections with 3 elements in each one,
    totaling in 9 branding exercises.
    So without further ado, let's discuss each of these 9 brand strategy elements in more detail.

    1. Brand Purpose
    First, you need to know why you’re in business and talk about it to rally your team
    and foster connection with your audience.
    Finding the purpose or greater cause behind what you do is fundamental.
    It is simply the WHY behind what you do as a brand, aside from the obvious reason —
    making money.
    When your brand has a clear purpose, it will help you:

    1. Attract cult-like following


    2. Makes more sales
    3. Grows faster
    4. Get better ROI
    So finding your brand purpose is the first and probably the most important elements of
    developing an effective brand strategy.
    2. Brand Vision
    Second, you need to Influence long-term business decision to ensure the brand is
    navigated towards the right direction.
    Having a clear vision will serve as the roadmap for where your brand is heading.
    Having a clear vision helps you in determining your goals for growth, and will directly
    influence your business decisions.
    You must have a bold vision that can challenge and motivate you and your team, but at the
    same time your vision must be realistic, so that people will believe in getting there.
    When your define a vision, it helps you:

    1. Dream big and inspire people


    2. Make meaningful business decisions
    3. Stay on track and "on brand"
    A brand's vision, after its purpose, is the next in order key element of branding a business
    the strategic way.

    3. Brand Values
    Third, you need to determine your core values and create a culture and driving force
    for what to stand for in the world.
    Determining your core values will help you create a culture and driving force.
    By defining you core values, you can determine how your brand will be perceived in the
    marketplace.

    This is allow you to guide communication and decision-making so that your brand remains
    consistent.

    Your brand values will show customers, suppliers, and the general public what the
    business stands for.

    Just like the other two elements of brand strategy, your brand values guide your brand
    internally and helps with decision making.

    4. Target Audience
    Four, you need to understand your audience well so that you can address their
    problems and needs with relevant solutions.

    Knowing your target audience is key to positioning your


    brand in the market.
    In the positioning section of your brand strategy, the most important component is defining
    your target audience and uncovering details about their lives.
    You can start defining your target audience by building a profile of your average target
    customers.

    This should include their demographics, problems they face, emotional inclinations as well
    as behavioral patterns.

    Most importantly, you must discover their aspirations, hopes, objectives, and goals, so
    that you can position your product/service as a something they want and need.

    5. Market Analysis
    Look for gaps in the market to find what differentiates you and how you can stand
    out or stand for something.

    Analyzing the marketplace will help you differentiate your


    brand from the pack.
    A market analysis is the second very important step in the process of positioning your
    brand among your competitors.

    There are new brands are being created every single day and almost each industry is very
    crowded and competitive.

    That's why you need to analyze the marketplace and know the strengths and weaknesses
    of you competitors.

    You must look for areas where you can set yourself apart from others, so that your
    audience can remember you among your competition.

    Therefore researching your competitive landscape is a very important element of


    developing an effective brand strategy.

    6. Awareness Goals
    Brainstorm and prioritize how customers will learn about your brand.
    Prioritizing awareness goals and initiatives will help you
    market more effectively.
    Next in line for the key elements of a brand strategy are your brand's marketing goals.

    The purpose of this element is decide how you'll create awareness, so that your target
    audience can discover your brand.

    This element of your strategy will help with you reach to and and get in front of prospective
    customers.

    In this step, you also need to consider the cost and difficulty of each marketing initiative so
    that you can spend your marketing money wisely.

    Together with the target audience, and market research, your goals can help you in
    getting the word out there.

    7. Brand Personality
    Give your brand a human side by defining its personality to build relationships with
    your customers.

    Defining your brand personality will help you resonate


    with your audience.
    Most startups overlook the importance of giving their brand more character and a human-
    like personality.

    It is extremely important to humanize your brand, so that people can feel that real
    connection.

    Describing your brand as if it was a person, will help you form opinions and attitudes and
    therefor build relationships with like-minded audience.
    8. Brand Voice
    Define your tone of voice to set guidelines for how you want to sound to your target
    audience.

    Projecting a compelling voice is essential to deliver your


    brand message.
    Once you have discovered the personality of your brand, the next step is to complement it
    with an appropriate tone of voice.

    The tone in which a brand speak to its customers will vary from brand to brand.

    For example: a bank will speak in a more formal and professional manner, while a new
    brand that caters to millennials can be more friendly and funny.

    Whatever voice is appropriate for your brand, you must make sure you use it consistently
    across all channels of communication.

    9. Brand Tagline
    Distill your message into a few concise and memorable words that can tell your
    brand story.

    Crafting a memorable tagline will help you tell your brand


    story in just a few, short words.
    It is important to choose a tagline that conveys the message of your brand in reflects
    brand positioning.

    Once you have worked out all the other key elements of your brand strategy, it's time to
    sum it all up in just a few memorable words.
    Conclusions
    Every small business, every startup needs good branding and these 9 key elements are
    crucial for forming a great brand strategy.

    Every brand strategist will have a slightly different approach, so frameworks can vary from
    person to person.

    At the very basic level the must-have elements would include brand purpose, audience
    and personality.

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