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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 and distinct from competitors because without relevance, there’s no audience, and 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
Three lines that define the customer problem how solve it and what you different
6
Define a Brand Positioning
That marks you out as relevant to your customers and different from the competition
7
Prioritise your key customers
Defining the brand’s most important customers and capturing the needs 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
A one-day Brand Arrow workshop designed to align leadership teams and senior managers, with up to 12 people taking part. Using a 3-metre Brand Arrow chart, the session is collaborative — everyone is heard — and provides clear, practical direction. All elements of the Brand Arrow are covered, resulting in a fully defined brand strategy that your team creates and owns.
"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 Brand Arrow session for founders or CEOs seeking focus and direction for their brand. Working directly with Bruce McKinnon and using the interactive digital Brand Arrow, you work through all elements of the framework. By the end of the day, you leave with a complete and coherent brand strategy you can confidently act on.
“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 one-day Brand Arrow workshop for small to medium enterprises, with two people from each business taking part. Guided by Bruce and using the interactive Brand Arrow, each company works through all elements of the framework. Limited to three businesses, the session results in a clearly defined 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
