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BRAND STRATEGY
A meaningfully different brand sets a business apart from others offering similar services. It keeps the brand relevant to its audience (without relevance, there’s no audience) and distinct from competitors (without difference, there’s no reason to choose you).
A clear, focused brand highlights a compelling benefit for customers while shaping a business’s relationships, services, and overall identity.
The Brand Arrow® framework provides a structured, practical approach that helps you articulate your value clearly and implement strategies immediately.
IN A SINGLE DAY THE FRAMEWORK DELIVERS THESE KEY OUTCOMES:
1
Capture a Vision for Your Business
Define a vision the whole team can understand and head towards
2
Identify your Drivers and Barriers
The drivers (assets) to reach the vision and barriers (issues) that could stop you
3
Describe your Benefits and Features
What problems are you solving (benefits) and how you solve them (features)
4
Define your 5 most compelling key messages
That can shape your copy across your web site and marketing collateral
5
Deliver a Value
Proposition
100 words that define the customer problem and how you uniquely solve it
6
Define a Brand Positioning
That marks you out as relevant to your customers and different from the competition
7
Prioritise your key customers
And identify the characteristics they
all share
8
Create a set of brand values
To act as a benchmark for your team and a hallmark for your customers
"Code Red's completed brand strategy has delivered a 130% increase in organic search traffic, google ranking jumping from 100+ to second and website engagement time up to 32%".
Robin Campbell-Burt, CEO, Code Red Communications
YOU CAN CHOOSE FROM THESE 3 APPROACHES TO SUIT YOUR BUSINESS AND YOUR BUDGET.
All can either be done in a single day or spread over 4 two hour online sessions.
BRAND ARROW TEAM
Using a 3 meter Brand Arrow chart, a one-day session with up to 10 members of your leadership team that is both collaborative (everyone gets heard) and directional (we end up with a fully defined strategy) created and owned by your team.
"Bruce’s workshop was very effective– we aligned everything from Vision to Positioning with full team buy-in along the way. Since we did the workshop, our revenues have tripled.”
Paul Ford, CEO, Acin
BRAND ARROW SOLO
A one-day session with Bruce McKinnon using an interactive digital Brand Arrow to work through all the elements of the framework to finish the day with a fully completed brand strategy.
“It was easy to follow his tried-and-tested 'Brand Arrow' process and the result has been a significant step forward in how I communicate the brand - Bruce is a pleasure to deal with and his ideas work."
Andy Agathangelou, Founder,
Transparency Task Force
BRAND ARROW GROUP
A workshop where representatives from up to three small businesses work collaboratively, coached by Bruce. More affordable than Brand Arrow Team, but still ending up with a completed brand strategy.
“A really positive day, and now, all I need for writing content and delivering direction for my business is in the brand strategy developed during that day.”
Richard Cowell, owner, Tutors Who Thrive
WHAT TO EXPECT OVER THE DAY:
PRESENTATION
9.00am - 10.00am
Brand strategy what it is and what it does
VISION
10.00am - 12.00pm
Where to head to and the barriers and drivers to reaching it - if we are going to equip the brand to get to its destination, we must know where that is.
KEY MESSAGES
1.45pm - 3.15pm
Constructing by identifying the problem the brand is solving, its key features, benefits and what differentiates it from its competitors.
LUNCH
1.00pm - 1.45pm
AUDIENCES
12.00pm - 1.00pm
Defining the brand’s most important audiences or stakeholders and capturing the 5 characteristics they all share.
BRAND STRATEGY
3.15pm - 5.00pm
Using the collective wisdom of the Brand Arrow to create the positioning, proposition, brand values and value proposition.
FOR MORE INSIGHTS ON BRAND STRATEGY
