How can a brand strategist increase visibility for a company?

When understanding a target audience, I try to map out their entire day. What is their biggest worry when they wake up in the morning? At lunch? What keeps them up at night? What are they struggling with at work? What are they listening to during their commute? What does the customer do now that could be improved by you adding a product or service? Thinking in this way leads to insights that make the customer feel seen, and helps weave a brand story in which the customer is the protagonist.

My thoughts- the brand strategist must 100% focus on figuring out WHAT to make visible- and make sure that the WHAT is grounded in reality, in meeting the brand's needs, sits well with the brand's character, will connect with prospects and customers, and be distinct from the competition The baton handed over to creative and media teams must be sizzling inspiring.

Pick a real person, someone you know, and write out the problems that they experience. This helps tremendously in creating a real persona for your target audience.

A brand strategist plays a crucial role in shaping a brand's identity and perception. In terms of core messaging, they develop and refine the key messages that convey the brand's values, unique selling propositions, and overall narrative. This involves crafting language that resonates with the target audience, aligns with the brand's positioning, and distinguishes it from competitors. The goal is to create a consistent and compelling message that enhances brand recognition and fosters a positive connection with consumers.

A brand strategist can help a business become more visible by developing an engaging story that appeals to the target market. Create an integrated marketing strategy that makes use of a variety of platforms, such as content marketing, social media, and strategic alliances. Utilise analytics and data to improve marketing and plans. An organization's visibility and total brand presence can be greatly increased by a brand strategist by the continual reinforcement of the brand message, the creation of compelling content, and the monitoring of market trends.

I’d invite you to make a distinction between your competitive positioning of the brand within its category or industry, and the value proposition which clearly expresses the problem the company’s product/service/experience solves for the target audience. The first one is an opportunity to express a different strategic intent, based on the company’s size, business reality, maturity and position (eg. challenger vs leader), while the latter is more about evoking the right associations for the brand in the mind of consumers.

Many companies get so caught up in who they are, they forget the target audience they want to attract. What does your positioning mean to them? A basic positioning statement [as per the article example] to get you started: For ____ [target audience] Who ____ [what they need] ____ [your company] is the ____ [offering] that ______ [benefit / USP] _______ [authority / overcome objection]

While securing stakeholder support for brand positioning is essential, it's crucial to avoid the pitfall where appeasing stakeholders overshadows the core goal of the positioning itself. Striking a balance is key; ensure that the positioning stays true to what genuinely resonates with the target audience and differentiates the brand in the market. It's about drawing a clear line between what strategically aligns with the brand's objectives and what merely serves to flatter stakeholder egos. Prioritizing the brand's vision and customer needs over individual preferences ensures a strong, authentic, and effective brand positioning. Incorporate continuous feedback loops and market analysis to refine and adapt your brand positioning.

The key challenge remains how to translate the brand's products and services "features" into "benefits" target groups can resonate with. Also, what's your competitive advantage? whether would that be your price positioning, vast network of sales and after sales locations, your amazing customer support, how close are you to local communities etc.

Most Positioning Statements I see commonly used neglect a very important part: Differentiation. If brand is about influencing perception at scale to gain a competitive advantage, you have zero chances of success if you can't answer this question: ? Why does what we do matter? ? How do we do it differently than our competitors? Without an answer to those questions, all the visibility in the world will be helping your competitors as much as it helps you.

When discussing brand identity, most people think of logos, colors, and artwork. One crucial aspect of brand identity, which is most frequently neglected, is tone of voice. Who is your brand, and what does it sound like? Is the tone of voice consistent across platforms and communication? The tone of voice in brand identity is crucial because it conveys the brand's personality and values, creating a unique and relatable character for the audience. For me the brand that gets this most right is Coca-Cola. Its cheerfully optimistic tone of voice, complements the Red in Coke - in their advertising campaigns, social media presence, and overall marketing strategies. This consistency has been key in making Coca-Cola instantly recognizable.

Storytelling is incomplete if not supported by the tools like tone, voice and identity. Brand Strategists see the big picture and are able to collapse that into a day to day outcome driven actions.

This all comes back to the same thing: Who are you? Your personality: what you are like as a collective and in your products and services. Your principles: your red lines and guard rails (these are values in action). What are shortcuts to you recognition: logo, line, language. Do the above consistently.

A real pitfall when building the brand identity is to create exactly what you think the target consumer wants to hear. The identity has to be authentic to the personality of the organisation while still relatable to the target audience. Any fun and funky brand logo and packaging will soon fall flat with overly corporate tone of voice on other elements. The personality of the company will always show itself somehow, so make the brand consistent with who the company is.

The brand identity, including the visual elements like logos, color schemes, and typography, as well as the tone of voice used in communications, should be compelling and cohesive. A brand strategist creates an identity that reflects the brand's values and appeals to the target audience. A recognizable and appealing brand identity is essential for building brand visibility and can help make a lasting impression on consumers.

La visibilidad de marca es la medida en que nuestros productos o servicios son conocidos por la audiencia objetivo. Implica destacar y ser recordado. Para ello, lo ideal es desarrollar una estrategia de marca que abarque todo el funnel y una comunicación que conecte con quienes pueden necesitar tu producto. Te dejo algunos tips: - Desarrolla una identidad de marca con logos, colores, tono, voz, elementos de la marca (Brandbook) - Optimización de tus canales de venta (SEO) - Ten presencia en las redes donde estén tus clientes - Crea contenido de calidad para ellos - Haz colaboraciones con marcas o influencers de tu sector - Ten muy en cuenta las recomendaciones

Crafting a comprehensive brand strategy involves outlining the steps needed to communicate the brand identity and positioning effectively. This strategy should include a mix of channels and tactics, such as content marketing, social media, public relations, and partnerships. The strategy should also leverage storytelling to create an emotional connection with the audience, making the brand more visible and engaging.

A brand strategy is a perception strategy. How are you going to shape the perception of your products and services to maximise interest? If you are only doing your core work here (vision, mission, purpose etc, you are starting too late, this stuff is core business strategy not brand). The really good perception strategies are grounded in the category but about much more. Think ‘Dirt is good’ or ‘Campaign for real beauty’ To do this you need to have a clear sense what business you are actually in and then which audiences you want to influence and then what they currently think, feel and do vs what you need then to think feel and do. The gap is the job of the brand/ marketing strategy.

Posicionamento da marca, objetivos e canais s?o os pilares de uma estratégia de marca bem-sucedida. Definir o posicionamento ajuda a diferenciar sua empresa da concorrência e persuadir seu público-alvo a se conectar com sua oferta única. Fixar metas claras e mensuráveis orienta suas a??es e mantém o foco em resultados positivos. Escolher os canais de comunica??o apropriados garante que seus esfor?os de marca alcancem o público-alvo desejado. Um plano de a??o bem definido e flexível permite que a estratégia se adapte aos desafios e oportunidades encontrados, garantindo o sucesso da sua marca em longo prazo.

For the sake of the argument, I’ll play the contrarian and say there’s nothing a brand strat can do about visibility but everything about the creation/sharpening of meaning that can help a brand stand out. The visibility job is that of the media strategist.

Create a brand strategy (which we really should call a framing or perception strategy) that is grounded in the category but about much more than the category. This will drive interest, engagement, differentiation and relevance.

Implementar uma estratégia de marca é um desafio significativo que requer tempo, esfor?o e flexibilidade. Pode ser desafiador, com possíveis obstáculos, como resistência interna, escassez de recursos e dificuldade em mensurar resultados. Para minimizar esses desafios, alguns pontos de aten??o: 1. Comunica??o clara: Explicar a estratégia e seus benefícios internamente, buscando apoio e comprometimento; 2. Aloca??o de recursos: Assegurar or?amento, pessoal e tempo suficientes; 3. Métricas de sucesso: Definir métricas para monitorar o desempenho e potencia a focaliza??o nos resultados positivos; 4. Ajustes regulares: Monitorar e ajustar a estratégia, adaptando-se a mudan?as, feedback e descobertas.

Crafting a brand strategy is a holistic process. It defines how a company communicates its brand promise, from vision to goals, messaging, channels, evaluation, and maintaining alignment with core values. A well-defined strategy is key and developed as a team. It's not just about telling a story; it's about telling the right story that resonates deeply and brings your audience closer to your product and values.It's multi-channel, requiring a good blend of experts to execute effectively. Brand strategy is not just a document; it's the lifeline that guides your brand's journey and ensures that every interaction with your audience is meaningful, memorable and truthful .#brandstrategy

Develop a content strategy that aligns with the brand's positioning and identity. Create high-quality content that resonates with the target audience and communicates the brand's message effectively. Distribute the content across relevant channels to maximize reach and engagement. It's important to ensure that all brand communications, both online and offline, are consistent in terms of messaging, tone, and visual identity. This consistency helps to build brand recognition and trust among consumers.

I totally agree with this. A brand strategy is not something you create to put on the shelf and gather dust. The reason for brand strategy is to create the roadmap that continuously guides you, especially when things change. A brand is living and breathing, and must be in tune with customers, your vision and the marketplace at all times. It is your guide when; You bring out a new product or service – is that product or service relevant to what you stand for and the value that you bring to customers. When you are recruiting – what is your culture and what does your leadership and team need to continue delivering value to customers and stakeholders. Things are always changing. A strong brand strategy is your guide to good decisions.

Cada vez que se implementa una estrategia de marca, por una parte hay que tener paciencia y darle tiempo para ver si funciona o no, y por otra, analizar los resultados. Sin hacer ese análisis no se puede saber si se están consiguiendo los objetivos o no y cómo de cerca o lejos se está de alcanzarlos. Con este análisis, además, se podrán hacer los ajustes o cambios necesarios que nos lleven a conseguir los objetivos que se habían establecido.

Emphasizing that a brand is dynamic and ever-evolving is crucial. Today's audiences expect brands to not only offer products or services but also to embody values and take clear stances on social and cultural issues. This ongoing evolution means monitoring and optimizing your brand strategy isn't just about maintaining relevance; it's about actively engaging with societal shifts and consumer expectations. As you adjust your strategy, consider how your brand's voice and actions reflect its commitment to these values and stands, ensuring it remains a living entity that grows with its audience.

STOP creating “campaigns” ! Take a long view at the tone, image, feelings and messages you want to convey to your audiences, across time, in line with your brand ethos & purpose. Push for a 2~3 years calendar, don’t just plan for “next year”.

Clever brand strategists know that humans are hardwired for stories. Its always been like this and will always be, we love stories. By leveraging this, brands can create deeper connections and even open wallets. Effective storytelling, combined with digital engagement like SEO and social media, makes a brand relatable and shareable. Long story short a brand that tells a compelling story not only captures attention but also hearts and markets. This is one of the most effective ways to you weaponise your strategy and increase visibility.

Maybe first try answer “Visible to WHOM”. Ie, the Brand target. Then, What should they see? Ie, what should you make visible (or shine)? Ie, the Brand positioning. Next, is What is visible, of any interest? Ie, Brand Value proposition. And super important: Is What is visible connected to what’s invisible? Ie, integrity in communication. Once ready, switch on the lights, #brands #brandstrategy

A brand strategist must strategize two ways for his company to . _The first way is to adhere to the strategy established for the emergence of the company, and this is normal and expected. _The second way is to implement the agreed-upon vision because the world has become accelerating. It is necessary to be bold and balance. In this way, we keep pace with the requirements and opinions of customers and also develop in order to compete

Creating a strategy isn't just the communications aspect of the business, it's the whole business and how it delivers. No two enterprises are identical, nor should they be. The notion of using templates is a stifling cage, and not the way to unwrap the soul of your business. True distinction is not about conformity, but it is in the unique strengths and qualities of the business and its people. Learn what these are and wield it as a weapon against the mundane, and activate it to achieve your vision of success.