Your brand strategy should supersede tactics and marketing. All strategy and actions should always be able to be mapped against the vision of your business.
If your goals are arbitrary – to be the biggest in the world, to be the most luxurious – don’t expect to align with your audience (customers or staff) when you have different expectations of the relationship. What is it that will define success between you and your customer?
Create a long-term plan for the development of your brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business.
Often where you start is not where you end up. A proactive focus on how your markets, customers and employees needs are changing will allow you to evolve to meet those needs.
The critical success factor when it comes to brand management is context and consistency. If you do not provide a clear and engaging pathway to interact with your brand you put yourselves at risk and your competitors in first place.
Brand values are the rules that guide and create accountability against the true purpose of your business success. They should guide every decision you make.
When you are in a competitive industry it is important to be present and valuable to the end consumer. You can quickly become irrelevant if you don’t understand where your market is and what they need.
Any organisation that rebrands has to consider the impact of that change. So often is the case that the rebrand is an excuse for other issues within the business like culture, sales, leadership or product/market fit.
Research is crucial when naming your business. Remember the brand name tells the whole story of the business distilled into one or two words…
When it comes to creating a sustainable business, it is crucial to focus on creating a brand identity. And this is applicable regardless of your field of activity…