What makes a brand strategy successful for your business?

2 Define your positioning

Your brand positioning is how you want your customers to perceive your business in relation to your competitors. It's what makes your business unique, relevant, and valuable, and how you differentiate yourself from others in your market. Your brand positioning should be based on your strengths, benefits, and values, and supported by evidence and proof points. It should also be simple, memorable, and consistent, and reflect your brand personality and tone of voice.

3 Understand your audience

Your brand audience is the group of people who are most likely to buy your products or services, and who share your brand purpose and values. They are your ideal customers, and you need to know them well. You need to research their demographics, psychographics, behaviors, needs, wants, challenges, and motivations, and segment them into personas. You also need to map their customer journey, and identify their touchpoints, pain points, and opportunities with your brand.

4 Create your identity

Your brand identity is the visual and verbal expression of your brand purpose, positioning, and personality. It includes your logo, name, slogan, colors, fonts, images, icons, sounds, and language. Your brand identity should be distinctive, recognizable, and appealing, and convey your brand message and values. It should also be flexible, adaptable, and scalable, and applied consistently across all your channels and platforms.

5 Develop your story

Your brand story is the narrative that connects your brand purpose, positioning, and identity with your audience. It's how you tell your customers who you are, what you do, why you do it, and how you can help them. Your brand story should be engaging, emotional, and authentic, and create a memorable impression and a lasting relationship with your customers. It should also be relevant, credible, and consistent, and support your brand goals and strategies.