Your brand strategy defines what you stand for, a promise you make, and the personality you convey. Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand. You acquire customers quickly because your prospects’ experience with you supports everything you say.
You can charge a premium because your market knows why you’re better and is willing to pay for it.
The market may not have a consistent view or impression of your product and company, but in general you think it’s positive. You haven’t thought a lot about branding because it doesn’t necessarily seem relevant, but you admit that you can do a better job of communicating consistently with the market. What you do, what you say and how you say it may contradict each other and confuse your prospects.
Create a free account in our marketing planning and management web app for step-by-step guidance. Before working on your brand strategy, make sure you’ve identified your competitive positioning strategy – your brand strategy will bring it to life. Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers. Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you.
Write positioning statements and a story about your brand; use them throughout your company materials. Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company. Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. Many business owners are looking for a magic pill that cures the ailment and wonder why individual, one-off campaigns and tactics don’t deliver the goods. Building a brand strategy is the foundational work that inspires and informs every subsequent activity in a business from hiring to product development, marketing, sales and more. While a brand strategy for a company can run to 100 pages or more (it can also start on the back of a napkin), I’ll do my best to summarize its most important points here.
A brand strategy (irrespective of the company or industry) always follows the same rules and intention. To truly allow your organization to execute with precision on your beliefs and reach your goals, the brand strategy must contain your Unified Vision, which is a vision for the next, 5, 10, 20 years of your company in terms of company goals aligned with your previously stated beliefs.
Barry Chandler is the founder of Storyforge, a boutique brand consultancy focused on creating preference and margin for exceptional companies.
Subscribe to receive free PR, social media, and marketing advice with a dash of inspiration. Heather manages the development and implementation of strategic content for Belle Communications and our clients across various channels, including social media, email marketing and website content. Subscribe to get our free weekly roundup of PR, social media and marketing resources delivered straight to your inbox. Positioning is indeed a powerful tool, especially when the competitive landscape is well demarcated, consumer targets are identifiable, and advantages reside largely in product performance or functionality. But over reliance on positioning can lead strategists to overlook other means of differentiation and possibly even spell disaster for their brand. Blockbuster had its chance and came closer than most people know to actually beating Netflix and the other new players at their own game. But the traditional positioning driven brand strategy underlying TOTAL ACCESS only allowed Blockbuster back in the game.  While strategically sound, the program was insufficient to reinvent the brand and make consumers see it in a new way. To differentiate, Blockbuster needed to connect with customers in a new, more meaningful way. This kind of resonance would have required thinking beyond the functional or even the emotional advantages of being able to rent a movie both through the mail and a store. With over 35 million customers, there must have been some opportunity to elevate the experience, much as Target has elevated the mass merchandising experience, Starbucks has elevated the coffee experience, or Lexus has elevated the car shopping experience.
For a big brand like Blockbuster, re-imagining ways of differentiating based on non-performance dimensions would probably require delivering against the needs of a narrower segment that values a brick and mortar experience or at least knowing that their online experienced is backed by a physical presence (If you doubt the existence of such a group, just check out the lines at Apple’s Genius bar). Would it have made a difference?  Maybe not, but the possibilities are intriguing nonetheless. While positioning is one way to establish a difference, another way is to map what, in an ideal world, customers would think and feel about the brand across multiple dimensions, including performance.
A brand strategy simply is a plan for how a company will support its business strategy by building relationships with consumers. As the above diagram illustrates, competitive advantage can be sourced from elements of customer service, design, or personality, as well as performance based on quality or value. These methods of differentiation do not negate the value of positioning but suggest it is only one part of a complete brand strategy. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands.
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We are strong believers that a brand strategy should be intrinsically linked with your marketing activities and your sales pipeline: with all three working together to generate awareness, build loyalty and drive sales. Remember that, by appointing The Factory to help with your branding strategy, as part of our ‘joined-up’ or ‘integrated’ (for all you digitally savvy types out there) approach, we also consider your marking activities and sales pipeline at the same time, because these are key tools in delivering your brand. Proven models for brand development strategies.A brand strategy is more effective when your marketing and sales strategies are considered at the same time. The team is responsive to our specific requirements and always meets agreed deadlines; excellent communication oils the proverbial wheels and guarantees that the product is nothing short of perfect. Working with The Factory on a branding exercise was a good experience from start to finish.
The Factory, from the outset, have understood our target audience of children, young people and families and the design work continues to have great feedback from readers. The Factory offers us exactly the range of design skills that complement our editorial and textual capability at a competitive but realistic price; the company also provides us with additional photographic expertise as required.

We operate in a challenging and competitive market and have always been delighted with the strategic thinking and creativity shown by The Factory.
Our new website and subsequent on and off page SEO that The Factory have produced has brought in increased visitor traffic, enquiries and orders. About The FactoryLeeds based agency specialising in branding, marketing, website design and creative design. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. HISTORYIn 1985, when Parle Agro decided to enter the fruit beverage space, a mango drink was thenatural choice. Next came, the Mango Surprise campaign for Frooti in 2010 where surprise pranks wereexecuted live on people across major metros.
Ask participants to complete an online diary exercise in which they take a mobile photo of any ads that capture their attention throughout their day. If you’d like to see Liveminds in action and discuss how you can get the most out of online qualitative research, please fill out the form below and we will get back to you that day. Over the years consumer taste, preference and lifestyles have changed, and with that so has Coca?Cola. From May in Great Britain our four colas will be marketed under one brand – Coca?Cola – allowing Diet Coke, Coca?Cola Zero and Coca?Cola Life to benefit from its widespread appeal. See how we’ve delivered on our commitments to provide more choice and information about our drinks. Our instantly recognisable Spencerian script will be used across all 330ml Coca?Cola cans, which will also feature the UK Government’s front-of-pack labelling scheme, combining nutrient amounts and percentage Reference Intakes with colour-coding. Coca-Cola Great Britain is responsible for marketing 18 brands and over 80 drinks to consumers across Great Britain including the Coca-Cola portfolio – Coca-Cola, Coca-Cola Life, Coca-Cola Zero and Diet Coke. The brand portfolio must be considered during brand strategy decisions such as whether to introduce or phase out brands and sub-brands, extend a brand into another product category, position a brand as more premium or low cost, enter new markets or categories, and more.
Although many companies introduce more and more brands to keep up with changing consumer demands, it is important to limit new brand introductions to customer-relevant brands that are needed to meet business goals; in other words, when it comes to brands in a portfolio, in many cases less is more.
Companies that are managing brand portfolios are often challenged by resource allocation, tending to under-spend on brands that will drive future profits and growth and overspend on mature or struggling brands. Decisions surrounding the brand portfolio should not only include the review of financial information and opinions that originate inside the boardroom; they should also take into account consumer perspectives. Brand architecture can be defined as “the way the pieces of the brand portfolio are structured, managed, and perceived in terms of how they relate to each other and add value to the organization” (Petromilli, Morrison, and Million, 2002, p.
Concern for the brand portfolio should not be left in the hands of a marketing manager who has numerous other areas of responsibility; many companies today are in need of a dedicated brand portfolio manager.
Brand portfolio strategy is a complex but important aspect of strategy for companies of all sizes and stages of growth.
Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. But when you put two companies up against each other, the one that represents something valuable will have an easier time reaching, engaging, closing and retaining customers. In addition to generating revenue, brand equity makes your company itself more valuable over the long term. It’s easy to begin dialogue with new prospects because they quickly understand what you stand for.
A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer.
A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers.
When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right.
Barry and his team are experts at developing compelling brand stories, and he’s sharing some of that knowledge here today with excellent insights on building a brand strategy. The harsh reality is that not only is there no single magic pill, but there really is only one prescription for a business looking to grow and that is to start with a brand strategy.
We wouldn’t build a house without a secure foundation, yet business owners often build their walls without a thought given to the quicksand they’re building on. It is the how, what, when, and to whom you plan on communicating your product or service, aligned with your company goals. Once such an exercise has been completed in your company, the output should be a document that is signed off on by leadership and then shared internally as the official direction and positioning document of the company.
Barry has been building award winning businesses since launching his first company in Ireland in 2003. We share practical marketing tips to help grow your business with blog updates delivered straight to your inbox.
She also specializes in SEO and social media advertising to help brands maximize their reach and influence within the digital space.
Too often we see clients jump into tactic mode without really understanding their brand voice or even having a strategy! Maintaining differentiation then is more than a matter of updating positioning.  It requires layered and nuanced approaches rooted in the customer experience, shared community, and brand purpose. The modern brand strategy toolbox recognizes that there are many ways to create and sustain strategic brand advantage, only some of which are Product or Usage focused.  Others are more user or relationship focused. It can come from a deep recognition and participation in a subculture or a sense of shared purpose or community. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. A plan that will provide our customers with simple and clear ways to understand this and tell them how to find out more, and this would be our Brand Strategy.
We have several proven models for building a brand from scratch or developing awareness of an existing brand. I was given expert advice throughout the project on how to utilise our brand effectively and the quality of finished work was outstanding. It was creative, really answered the brief and, most importantly, delivered the desired results. Indians love for the fruit is well known and when we decided to get into the fruitjuice business we were sure it will be a mango drink (Prakash Chauhan, Chairman, Parle Agro).Parle Agro partnered with DaCunha Communications to give birth to „Frooti?.

Giant mangoes were dropped from trees and 8-footmangoes rolled down sloping roads on unsuspecting pedestrians.
By continuing and using the site, including by remaining on the landing page, you consent to the use of cookies. We’ve innovated to include a range of lower and no sugar and calorie alternatives, each with their own identity.
We’ll be promoting the different characteristics of each variant, and giving black, silver and green greater presence in Coca?Cola advertising. Other Coca-Cola Great Britain brands include Fanta, Sprite, Dr Pepper, Oasis, glaceau smartwater, vitaminwater, Schweppes and Powerade. Corporations, products, not-for-profit organizations, celebrities, politicians, nations, tourist destinations, movies, and more, can now all be looked at as brands.
Unfortunately, in many organizations, consideration of the brand portfolio comes as somewhat of an afterthought. The brand portfolio manager must balance the dual tensions of near-term profit and loss with the creation of long-term asset value. This can be achieved by conducting market and consumer research, using either quantitative or qualitative methods (or a combination of the two) to investigate consumer perceptions about the brand portfolio.
Johnson & JohnsonEach approach to brand architecture has unique advantages and disadvantages. This person or team works with product divisions and functional groups to allow for a more effective allocation of resources and the realization of synergy across brands.
Although the five tips mentioned in this article are a good starting point for companies and brands, there are many other factors to be considered when it comes to brand portfolio strategy, including the vision, values, positioning, opportunities, consumer perceptions, market trends, and competitor positioning, related to corporate and product brands.
Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers. Rather than hoping for the individual campaigns to create your strategy (hint: that never works), the only proven way to business growth is by starting with the strategy. His last company, Chandler Interactive, a digital marketing agency, was acquired in 2012 by a California based publicly traded entertainment company which then hired him as Chief Marketing Officer. In her free time, Heather loves reading, trying new restaurants and hanging out at home with her husband and soon-to-be toddler. I think often it's the excitement of "let's just get started!" or a sense of urgency to not "waste time" BUT the fact is if you don't take the time on the front end, it will cost you more time and money later.
BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. This is where we tell them specifically that they can find us in Leeds (using our Branding). Done correctly it will plot our exact location in Leeds, which is so much more useful than just knowing we are in West Yorkshire (as it’s a big place, famous for factories, so we need to let them know we are The Factory).
The launch budgetfor Frooti was approximately 20 lakh and most of it was spent on TV communication.
These moments were capturedon hidden cameras and later edited to create the brands TV channels, viral and brandedentertainment content. But recent research has showed that not everyone understands the options available to them, and the benefits of each drink, which is why we’re introducing a new “one brand” strategy to help make choice easier and simpler. The strategy will also play an important part in our goal to achieve, by 2020, more than 50% of Coca?Cola sales from lower or no calorie colas in Great Britain. Today, many corporations suffer from brand proliferation, a phenomenon in which companies keep producing more and more brands without giving strategic consideration to how these additions affect their overall brand portfolio. Also, the chances of consumers becoming confused about the brand and its sub-brands will be reduced. Brand valuation tools can be utilized to assist in the decision-making process, ensuring that the most valuable brands are kept and given a greater share of resources. Having such a role in the organization will prevent brands from being treated as “silos” owned by individuals or organizational units. If you want to capture significant market share, start with a strong brand strategy or you may not get far. While it can’t predict every direction your business may take, it should inform decision making in every area of the business such as HR, PR, marketing, sales, etc. It is his belief that the greatest products and services remain undiscovered due to lack of a strategic brand strategy; a situation he lives to change!
This article reviews key terms, concepts, and tips related to brand portfolio strategy, the strategic approach to preventing brand proliferation.
In practice, brand architectures have become increasingly complex over the past decades, often due to large-scale mergers, acquisitions, and expansions into new markets. The brand equity built for the single brand in a branded house can be transferred to support additional business units or product lines. Now you’ll have a much better chance of success with PR, social media campaigns, print media and more because your goals will be aligned, your audience defined and your strategy clear. At the same time, a product or service failure that does not deliver on the brand promise will reduce the brand equity of the whole group. The brand wanted to continue the format ofreality TV entertainment so rather than a plain ad, a mango-based branded entertainment, titledCrazy Mango Fun was done. For a house of brands, on the other hand, the advantage is that the master brand can remain separate from those it owns so the failure of a single brand will not have as much of an impact. We had seen tetra packs when we had travelled internationally and decided to bring in that tolaunch Frooti (Chairman, Parle Agro). Parts of the reality game show called Mango Slam Bam was thenrun as TV channels for Frooti.CURRENT STRATEGIES Brand CommunicationOver the years the brand has experienced a series of repositioning. A disadvantage of a house of brands architecture is that significant resources are needed to build up the equity of each individual brand and to promote synergy. Luckily for Parle Agro, DaCunhas used to work withAmul who were already using tetra packs for their milk products. Frooti Launch Ad, 1985HOW FROOTI BUILD A STRONG BRAND?The early ads of Frooti were all about informing thecustomer. In stores standees, promotionswere very eye-catching and the curiosity that the packgenerated was overwhelming. PackagingSince its launch Frooti has done manyinnovations on the packaging and advertisingfront. While tetra packs established the brand,Frooti was also the first to introduce the drink inPET bottles.

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