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How can you develop a brand innovation strategy for a disruptive market?

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In a disruptive market, your brand needs to stand out from the competition and offer something valuable, relevant and memorable to your target audience. But how can you develop a brand innovation strategy that aligns with your vision, mission and goals, and that leverages your unique strengths and opportunities? Here are some steps to help you create a brand innovation strategy that works for your business and your market.

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1 Identify your innovation objectives

Before you start brainstorming ideas, you need to have a clear understanding of what you want to achieve with your brand innovation strategy. Do you want to create a new product or service, enter a new market or segment, enhance your customer experience, or differentiate your brand from others? Your innovation objectives should be specific, measurable, achievable, relevant and time-bound, and they should align with your overall business strategy and brand identity.

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Adam Brounstein

Brand Strategist/Creative Director/Social Media Expert: helping brands build identity, strategy, and salience with their core audiences.
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In shaping brand innovation strategy, focus in on creative big goals that catapult the brand to the forefront of the conversation. Imagine introducing a product that not only fills a gap but creates its own space in the market, or reinventing customer experience to a degree that turns heads and wins hearts. Whether diving into uncharted market territories with a sub-brand that speaks directly to untapped desires or redefining what the brand stands for in an ever-evolving landscape, the objectives will be clear-cut, ambitious, and perfectly aligned with our overarching business saga. Don't just ride the waves of change; let's make them.

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Samuel Sewodo

Founder, Powered | Building WireBrand? from 0 to $12M ARR | Brand & Digital Growth ?? | Helping brands grow through proven strategies & systems
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It's crucial to stay on top of trends, keep the strategy agile, and ride the currents where customers are. It's a bit like calculated risk-taking—choosing the right wave for an adrenaline rush. Collaborations are like surf buddies; you should ride the innovation wave together. Keep scanning the horizon for the next big thing, though. It's a wild ride, but that's where the excitement is!

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2 Research your market and customers

To develop a brand innovation strategy that meets the needs and expectations of your market and customers, you need to conduct thorough research and analysis. You need to identify the trends, challenges, opportunities and gaps in your industry, as well as the preferences, motivations, pain points and behaviors of your target audience. You can use various methods and tools, such as surveys, interviews, focus groups, online reviews, social media listening, competitor analysis, SWOT analysis, and market segmentation, to gather and interpret data.

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Adam Brounstein

Brand Strategist/Creative Director/Social Media Expert: helping brands build identity, strategy, and salience with their core audiences.
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Start with deep-dive research. Use surveys, interviews, and focus groups to tap into customer desires. Employ social media listening and competitor analysis to sense the market pulse. SWOT will be your guide through the branding world, revealing your strategic landscape. Understand not just what your audience wants, but why. Knowledge is your branding power.

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3 Generate and evaluate ideas

Once you have a clear picture of your innovation objectives and your market and customer insights, you can start generating ideas for your brand innovation strategy. You can use different techniques, such as brainstorming, mind mapping, prototyping, testing, and feedback, to come up with creative and feasible solutions. You should also evaluate your ideas based on their viability, desirability, feasibility and scalability, and select the ones that have the most potential and value for your brand and your market.

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Adam Brounstein

Brand Strategist/Creative Director/Social Media Expert: helping brands build identity, strategy, and salience with their core audiences.
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With a solid grasp of your goals and armed with market intelligence, it's time to ignite the idea forge. Utilize straightforward methods like brainstorming for volume, mind mapping for connections, and prototyping for tangibility. Put your concepts through rigorous testing and receptive feedback loops. Judge your ideas critically—do they hold water in viability and desirability? Are they practical and scalable? Choose the best of them that promise real impact and align with your brand's vision and market potential.

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4 Implement and communicate your strategy

After you have chosen your best ideas, you need to implement them and communicate them effectively to your market and customers. You need to plan and execute your innovation strategy with a clear roadmap, budget, timeline, and metrics, and monitor and measure its performance and impact. You also need to craft a compelling brand story and message that showcases your innovation and how it benefits your customers. You need to use various channels and platforms, such as your website, social media, email, blog, video, podcast, and events, to reach and engage your audience and build trust and loyalty.

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Adam Brounstein

Brand Strategist/Creative Director/Social Media Expert: helping brands build identity, strategy, and salience with their core audiences.
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Once you've selected your standout ideas, roll them out with precision. Draw up a clear action plan detailing every step, allocate a budget, set a timeline, and define success metrics. This roadmap will guide the process from concept to market. Then, turn to the storytelling—your brand's narrative should spotlight the innovation, emphasizing customer benefits. Use your website, social media, emails, blogs, videos, podcasts, and events—to blast your message. Engage your audience where they are, foster connections, and nurture loyalty by consistently communicating the value your innovation brings to their lives.

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5 Adapt and improve your strategy

Finally, you need to be ready to adapt and improve your brand innovation strategy based on the feedback and results you receive. You need to be open to learning from your successes and failures, and to make changes and adjustments as needed. You also need to keep an eye on the changes and developments in your market and customer behavior, and to look for new opportunities and challenges. You need to foster a culture of innovation and experimentation in your business, and to encourage collaboration and feedback from your team and your customers.

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Adam Brounstein

Brand Strategist/Creative Director/Social Media Expert: helping brands build identity, strategy, and salience with their core audiences.
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In brand innovation, flexibility is key. Forge a strategy that evolves with real-time feedback, encouraging a 'test-and-learn' culture within your team. Don't fixate on static success metrics; adapt them as your brand and the market grow. View every setback as a pivot point and every customer interaction as insight. Borrow ideas from different industries to stay ahead. Foster an environment where every team member is an innovator, shaping your brand to not just ride but create the waves of change.

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6 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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How can you develop a brand innovation strategy for a disruptive market?

1

2

3

4

5

6

1 Identify your innovation objectives

2 Research your market and customers

3 Generate and evaluate ideas

4 Implement and communicate your strategy

5 Adapt and improve your strategy

6 Here’s what else to consider

Branding

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How can you develop a brand innovation strategy for a disruptive market?

1

2

3

4

5

6

1 Identify your innovation objectives

2 Research your market and customers

3 Generate and evaluate ideas

4 Implement and communicate your strategy

5 Adapt and improve your strategy

6 Here’s what else to consider

Branding

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