What is a brand strategy, and how is it built? July 18, 2011, by Peter Mirus in Branding, Strategy Models
The brand strategy is the blueprint for how your brand is expressed to target audiences.
A cursory look at the essentials of getting your brand strategy in order:
- Identification of key audiences
- Research, including how your company is viewed from the outside (external) and how your own team views the company (internal)
- Differentiators
- Brand positioning statements
- “Visual expression” of how the positions might be represented using design (preliminary logo options, color palette, typography, imagery)
- Messaging architecture to highlight the content that will be directed to each targeted audience, along with defenses to common objections