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What is your brand development strategy?

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Brand development is the process of creating, improving, and communicating the value and identity of your business to your target audience. It involves defining your brand vision, mission, values, personality, voice, and positioning, as well as designing your brand identity elements, such as your logo, name, slogan, colors, fonts, and imagery. A strong brand development strategy can help you stand out from the competition, build trust and loyalty with your customers, and achieve your business goals. In this article, we will discuss six steps to create and implement a successful brand development strategy.

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1 1. Research your market and competitors

Before you start developing your brand, you need to understand your market and competitors. You need to identify who your ideal customers are, what their needs, preferences, and pain points are, and how they perceive your brand and your competitors. You also need to analyze your competitors' strengths, weaknesses, opportunities, and threats, and how they differentiate themselves from you and others. This will help you find your unique value proposition and niche in the market.

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J. Ilyse Craft(SuperCoach)

A professional certified Coach creating sustainable lasting change| personal freedom , inner peace, power & love | The Timeline Map ??
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In my experience , thinking of a single person that makes an ideal client ( the MOST ideal) helps shape your brand and your message. The expression “when you talk to everyone , you talk to no one “ is very true. By even naming your ideal Client avatar , and speaking to them , your focus will be sharp and your message will land. Knowing what others in your niche offer is essential. You’re well informed of other conversations and considerations your prospects are having.

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2 2. Define your brand purpose and promise

Your brand purpose is the reason why your business exists beyond making money. It is the positive impact you want to make on the world and your customers. Your brand promise is the benefit or value you deliver to your customers consistently. It is what your customers can expect from you every time they interact with your brand. Your brand purpose and promise should be clear, concise, and compelling, and reflect your brand vision, mission, and values.

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Allison McFarlane, MBA

MarComms|Strategic Partnerships |Thought Leader | Community Advocate | They Say Podcast??? | Women Who Mean Business Honoree | Speaker| Board Director
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Being authentic and original with your brand. Telling your brand story and how it has come alive is such a humbling and pure experience. It makes you more relatable instead of a far-off figure that's untouchable. It always the audience to see your as real and have different experiences.

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J. Ilyse Craft(SuperCoach)

A professional certified Coach creating sustainable lasting change| personal freedom , inner peace, power & love | The Timeline Map ??
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The purpose of your brand will often be the very “reason why” you started your business and what will fuel you in slower or growth periods. Sharing that reason is essential to deeper connection with your audience and potential clients. Letting them know by weaving your story and journey into your content and offers will help create a feeling of trust. People need to trust you but there is another kind of trust. People / potential clients need to be able to trust themselves with you. When you achieve this, your client flow will increase.

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3 3. Develop your brand identity and voice

Your brand identity is the visual and verbal representation of your brand. It includes your brand name, logo, slogan, colors, fonts, imagery, and other design elements that convey your brand personality and message. Your brand voice is the tone and style of your brand communication. It reflects your brand personality and values, and how you want to connect with your audience. Your brand identity and voice should be consistent, coherent, and memorable across all your touchpoints.

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J. Ilyse Craft(SuperCoach)

A professional certified Coach creating sustainable lasting change| personal freedom , inner peace, power & love | The Timeline Map ??
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Brand tone is what people come to expect , know and REMEMBER about you after they’ve interacted with your brand. Being monotone leads to boredom so don’t be afraid to show the various sides of you and your brand.

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4 4. Create your brand positioning and story

Your brand positioning is how you want your customers to perceive your brand in relation to your competitors. It is the unique position you occupy in their minds based on your value proposition and differentiation. Your brand story is the narrative that explains who you are, what you do, why you do it, and how you do it differently. It is the story that connects your brand purpose and promise with your customers' emotions and values. Your brand positioning and story should be relevant, authentic, and engaging.

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J. Ilyse Craft(SuperCoach)

A professional certified Coach creating sustainable lasting change| personal freedom , inner peace, power & love | The Timeline Map ??
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Brand positioning is essential for you/ the brand and for the audience : prospect to know “is this for me” in a relative short amount of time. Humans want to belong to something and if you’re brand talks over ( super smart and technical) or under ( talks down and patronizes ) the audience will feel that too. Making your mark and finding your position is essential.

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5 5. Implement your brand strategy

Once you have defined and developed your brand strategy, you need to implement it across all your channels and platforms. You need to align your brand strategy with your marketing strategy, and ensure that you deliver a consistent and coherent brand experience to your customers at every touchpoint. You also need to monitor and measure your brand performance and feedback, and adjust your strategy accordingly to meet your customers' changing needs and expectations.

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6 6. Grow and evolve your brand

Brand development is not a one-time project, but an ongoing process. You need to keep your brand fresh and relevant, and adapt to the changing market and customer trends. You need to innovate and improve your products, services, and processes, and communicate your value and impact to your customers. You also need to nurture and expand your brand community, and foster loyalty and advocacy among your customers and stakeholders.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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J. Ilyse Craft(SuperCoach)

A professional certified Coach creating sustainable lasting change| personal freedom , inner peace, power & love | The Timeline Map ??
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Developing a brand and strategy for it is essential. Be sure , without a shadow of a doubt , that others know what you’re trying to communicate. Ask for feedback from people outside your immediate scope. Ask them what message they are receiving from your brand. Ask if they know what you do , who it’s for and what you actually offer. A business without sales isn’t a business. Be VERY clear how someone can BUY from you/ your brand. Make this EASY!

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Brand Development

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What is your brand development strategy?

1

2

3

4

5

6

7

1 1. Research your market and competitors

2 2. Define your brand purpose and promise

3 3. Develop your brand identity and voice

4 4. Create your brand positioning and story

5 5. Implement your brand strategy

6 6. Grow and evolve your brand

7 Here’s what else to consider

Brand Development

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What is your brand development strategy?

1

2

3

4

5

6

7

1 1. Research your market and competitors

2 2. Define your brand purpose and promise

3 3. Develop your brand identity and voice

4 4. Create your brand positioning and story

5 5. Implement your brand strategy

6 6. Grow and evolve your brand

7 Here’s what else to consider

Brand Development

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