Your Voice & Vibe – Does Your Brand Strategy Tell Your Story?
Your brand strategy is an overview of what your brand stands for beyond the obvious goals of making money. It is the character, mantra, the vibe and the ethos behind everything your brand does – your why.
It defines what you do and how it makes you shine in a class of your own from your competitors, it shows people what you are all about.
If you can’t communicate what makes your brand or company unique, how are others going to?
On discovering your company or brand people should connect with a feeling that makes them say “ Yes, of course!” Not, “Meh, what was that?”
If you want your customers to resonate with your brand, your brand strategy should sum up the problems your target audience experiences along with your solution to help them. In ways they didn’t even realise they needed help.
Service & Value
For instance, this brilliant florist offers a free anniversary reminder service and they delivery NZ wide as well as anywhere else in the world. This type of service instantly connects with anybody and everybody who has ever forgotten a special occasion.
Remembering anniversaries is such an important thing for the people we care about, but as busy lives consume us, it always gets forgotten. This is part of their brand ethos – adding value for their customers in meaningful ways that go far beyond the realms of an invoice. We love that.
So What is a Brand Strategy?
Your brand is not your logo, website, business cards, branding or product. While a brand strategy does include those elements, it is actually far more than that.
Think about the brands you know and love – how they make you feel, how easy they make your life for you and the little things they do for you that keeps you coming back for more.
Your brand strategy is a guide on how you want your customers to see you, how you will interact with them – based on your values, mission and goals. It should include fundamentals such as:
- Your ideal customer: Who do you want to work with?
- Your brand voice: What is your communication style and how are you going to interact with your customers?
- Your brand personality: What is your vibe?
- Your mission: What are you on this journey for?
- Your goals: How are you going to get there?
- Your values: What does your brand stand for?
- What are your USPs? (Unique Selling Position) How are you different from your competitors?
- What is your brand identity? How will people know you are you?
Know Thy Audience
The best brand strategies are created with a fundamental understanding of their audience. They know them better than they know themselves, putting their customers at the heart of their brand and business first and foremost. They empathize and resonate with their woes, inviting their customers to share their values and missions. They know exactly who they are and are concise in their messaging – We hear you, we got this.
And as much as we want everyone to buy from us and use our products and services, it is essential to remember that everyone is not an audience.
If you love what you offer and it solves a problem for you, guaranteed there are other people just like you out there.
Find them, don’t waste your time trying to convince others about what you do. The right customers will get it right away and stick with you.
It’s Never Too Late
No matter how long you have been in business, it is never too late to have a professional brand strategy done for you. It might be the ideal time if you have been around for a while to streamline your values and vision to align with the direction you are taking now. If you are starting out it will help you find out where you are going to go and how you are going to get there.
Are you ready to define your voice and your vibe so you can attract the customers you want? A strategy session with the CA team is exactly what you need. Book Now!
Stay in touch
Learn how to turn your website into an online revenue generating machine with monthly tips and tricks from the Crisp Apple team.