7 Elements of a Brand Strategy
Every brand that you do business with has unique brand identifiers that make you notice them. Target has a red bullseye. Amazon has a yellow arrow that makes it look like it’s smiling. You want to be recognized by your audience, and brand identifiers are meant to do just that. The core elements of your brand’s identity are your logo, tagline, color scheme, your message, or brand story, your audience, and, finally, brand management.
When combined, all of these unique brand identifiers should speak volumes to your audience.
Your Brand Story
Everybody has a different story—this shows how your product or service touches people’s lives. We help put that story in front of your audience and bring it together with all of the elements of marketing. The best brand stories have three critical elements: Your why, your brand’s mission, vision, and values.
WHY – Your Why is what motivated you to offer your services or open your store. It’s the passion and the personal element to your brand. It’s the human element that will resonate with your audience and draw them to you.
Mission – This is your brand’s mission statement. Mission statements are clear and direct about what you stand for as a business or service. A great mission statement sums up what you promise to uphold, promise to offer, and to whom, when, how, and in some cases, where.
Vision – Your vision depicts to your target audience a better world that your services or product help to bring.
Values – What does your brand value? What values does your brand uphold? This is where your brand and your audience meet, forge and cultivate a relationship with you.
Ideal Customer Profile (ICP)
Many companies don’t know what their ideal customer looks like. Ideal Client Profiles, or ICPs, create an avatar for the person who’s most likely to buy from you and become your ideal client. They are most likely to produce the most long-term revenue or targets lifetime value.
This basically means they will be repeat shoppers, they’ll refer clients to you, and they’ll rave about you on social media and in-person with their friends, family and social network. At a minimum, your ICP should include your ideal customer’s characteristics: age, demographics, objections, pain points, and desire in regards to using your product or service.
You have to get your voice online as much as possible so people remember you and you become top of mind. So when they’re looking to hire someone or work with someone like you, they think of you first. But if they don’t see your face for a few weeks you’re out of sight out of mind. This is where brand management steps in to play. It combines social media marketing, public relations (PR), and reputation management.
Branding is an important part of your company’s social media marketing campaign. Build your brand as an expert, and your business will benefit.
You have to form relationships that’s what all this is about; the more people you know, the more people who are connected to you and care what you have to say, the better.
You need to own your brand because if you don’t take a stand, if you don’t publish content based on your passion, if you don’t talk about what you want to become an expert in and really get yourself out there, other people will have control over your future.
We look at the Internet different as the global talent pool; this is where all the recruiting occurs; this is where all the opportunities are. And for that reason you need to build an online presence; you need your own website, at your full name dot com, you need a business website, you need to be on social networks because people need to find you. Because if people are searching for you or people like you, you have to come up or you’re gonna lose an opportunity every single time they perform that Google search.
You have to be able to establish a strong network, you have to be able to have to have people listen to what you have to say, and maybe retweet you and spread your messages. And that’s gonna account for more and more in the future. And you don’t want to end up like the dinosaurs. We think the biggest challenge for people now and in the future is to stay relevant.
You need to monitor.
We don’t just monitor your brand name, we monitor your name to see what people are saying about you. We monitor different keywords that pertain to your industry and your profession. We monitor what people are saying about your company, any partners and competitors. We do this 24/7 around the clock and we teach you how to control your brand’s online reputation as well.
You have a business to run, but, in a sense, if you don’t know what’s going on with your company and industry and technology, then you’re gonna be outdated and irrelevant to the marketplace and that’s gonna really hurt your business. And that’s why blogging is important because it forces you to read because the best bloggers are the best readers. The more you understand what’s going on, you can make more predictions, you can cite research, there’s so much more you can do with that content.
In public relations, we have negative things happen online. A great branding service will be prepared in the event that negative media attacks you or your brand. When people are saying bad things about your company, we get right in there, putting the facts into play, help people out. In a crisis, reputation management can prevent the negative viral activity.
Brand management will safeguard your company and allow you to advance in the future, it’s not just an investment in your online business, it’s an investment in yourself.