WHAT DOES BRAND STRATEGY DO?
HOW DOES BRAND STRATEGY MAXIMISE YOUR MARKETING BUDGET?
IT ENSURES ANY INVESTMENT IN MARKETING IS CONSISTENT WITH THE BRAND
IT CREATES COHESION ACROSS THE WHOLE ORGANISATION AND ITS CHANNELS TO MARKET
BRAND STRATEGY DELIVERS ACCOUNTABILITY ACROSS INTERNAL TEAMS AND EXTERNAL AGENCIES
Maximises your marketing budget
BRAND STRATEGY REFLECTS THE WHOLE ORIGINATION NOT JUST MARKETING
EVERY DEPARTMENT WILL SHARE A COMMON VIEW OF THE BRAND AND ITS BENEFITS
EMBEDS THAT DIRECTION BY ENSURING THE BRAND STRATEGY CLICKS WITH THE CULTURE
Gets your team onto the same page
DELIVERS YOUR 5 MOST POWERFUL MESSAGES
A BRAND STRATEGY WILL CAPTURE AND PRIORITISE YOUR BEST 5 KEY MESSAGES
IT DIRECTS YOUR WEB SITE COPY AND MARKETING CONTENT
AND ENSURES YOU LEAD WITH THE BENEFITS BEFORE THE FEATURES
Delivers your 5 most powerful messages
DISTILLS THE BENEFITS THAT MAKE YOU RELEVANT TO CUSTOMERS
ENSURES YOUR BRAND IS RELEVANT TO YOUR CUSTOMER
AND DIFFERENT OR DISTINCT FROM THE COMPETITION
IT MAKES THE DOOR TO YOUR BUSINESS AS WIDE AS POSSIBLE
Distills the benefits most relevant to customers
CAPTURES WHAT MAKES YOUR BRAND UNIQUE
CAPTURES YOUR ESSENCE AND STEERS YOU IN THE RIGHT DIRECTION
SHAPES HOW THE BRAND IS EXPRESSED TO ALL AUDIENCES
DEFINES YOUR CHARACTER AND HOW CUSTOMERS EXPERIENCE THE BRAND
Captures what makes your brand unique
DEFINES A VISION THAT YOUR TEAM WILL ALL UNDERSTAND
DEFINES A VISION OR DESTINATION THE WHOLE COMPANY SHARES
CREATES A SET OF METRICS TO TRACK PROGRESS TOWARD THAT AMBITION
IDENTIFIES THE DRIVERS AND BARRIERS TO GETTING TO THAT VISION
Defines a vision that your team will all understand
HOW DO YOU DEVELOP A BRAND STRATEGY?
The Brand Arrow® is a Brand Strategy framework that can be used by individuals and teams to develop and benefit from a brand strategy
ABOUT BRUCE M MCKINNON
Bruce is a Brand Strategist. He speaks on the subject at conferences around the world, runs Brand Arrow®, his own brand strategy practise and has published a book on how to write your own brand strategy called ‘What’s Your Point’?
Bruce develops brand strategies for clients in Europe and the US across a diverse range of industries including software, fashion, fair trade, artificial intelligence, mobile, financial services and food and drink
He has worked in brand marketing for global and local brands for over 30 years and passionately believes the right brand strategy is the most effective tool a client has to deliver its point - and it can be the best way to gain engagement in that point.
He holds an MBA from Cranfield School of Management and the Chartered Institute of Marketing Postgraduate Diploma in Marketing.
LET'S KEEP IN TOUCH
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