You’re developing a brand plan for your team. How can you make sure it’s effective?

There are so many insights already available within your organisation to understand your current customers and they’re free. Look at your sales, customer survey feedback, reviews online, customer service logs, direct marketing (edm) results, digital advertising results, website visitation, internal employee survey feedback. To understand customers within your market that aren’t necessarily buying your product/service, you can buy market research or conduct your own with focus groups to understand your audience before you begin.

Begin by gaining deep insights into your target audience. Understand their needs, preferences, pain points, and behaviors. This foundational understanding will inform every aspect of your brand strategy and ensure that your messaging resonates with the right audience segments.

Your brand purpose should be what inspires your team to action every day. If your employees aren't excited about your brand, your customers won't be. Your brand purpose should resonate instantly. Lean into your brand story--Why did you start the brand? Did you create this product to solve a problem you were facing as a human being navigating the world just like your customer? Find what makes you unique and run with it.

Clarify the purpose behind your brand's existence. What drives your organization beyond profit? Define your brand's mission, vision, and values. A clear sense of purpose not only guides your strategic decisions but also resonates with customers on a deeper level, fostering loyalty and advocacy.

Crafting a stand-out brand plan is all about understanding our "why." Why we exist and what makes us special. Get to know our customers like old friends, align our internal values with our purpose, and keep our message consistent across the board. Share our story in a way that tugs at heartstrings, build that emotional bond, and always be authentic. Be aware of our social responsibility, measure our success, and listen to our community. Our team are not just colleagues; we're brand ambassadors.

Defining a compelling brand purpose is crucial for a brand plan to be effective. The purpose should resonate authentically with both the audience and the team, going beyond profit motives. It should align harmoniously with the brand's vision, mission, and values and serve as a guiding light for all actions and decisions. When purpose drives strategy, it fosters meaningful connections and sets a strong foundation for long-term success.

Establish clear and measurable goals for your brand plan. Whether it's increasing brand awareness, driving customer engagement, or boosting sales, define specific objectives that align with your broader business objectives. Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals provides a roadmap for success.

Craft a compelling brand positioning that sets you apart from competitors and resonates with your target audience. Define your unique value proposition and articulate it through consistent messaging across all touchpoints. Your brand's voice, tone, and messaging should evoke the desired emotions and perceptions among consumers.

Translate your strategic vision into actionable tactics and initiatives. Develop a comprehensive plan outlining specific activities, campaigns, and initiatives to achieve your brand objectives. Consider various marketing channels, including digital, social media, traditional advertising, and experiential marketing, to reach your target audience effectively.

Ensure clarity in your brand plan, outlining specific goals and objectives. Align strategies with your brand's core values and target audience. Include actionable steps with clear timelines and responsibilities. Regularly assess progress, adjusting strategies as needed. Foster team collaboration and ownership of the plan. Communicate the plan consistently, ensuring everyone understands and is on board.

Involving your team in the development or evolution of your rebrand will result in… ? Greater buy-in of the brand strategy and positioning ? Foster collaboration within your team to contribute ? Pride, loyalty and brand advocacy making them your loudest and proudest brand advocates inside and outside of the organisation.