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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Basic Brand Strategy Template to help fast-moving B2B startups with minimal budget, get up-and-running quickly. Clipping is a handy way to collect and organize the most important slides from a presentation. 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. About Farshad Farshad is a Tech Blogger from Pakistan who has worked for numerous international Technology Blogs. 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.
He is a former systems engineer and has been associated with the IT industry for the past 8 years, rendering professional services related to desktop administration, networking, SEO and Blogging. 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. If you want to capture significant market share, start with a strong brand strategy or you may not get far.
Think like a media company“Every company is a media company.” This is what Tom Foremski, publisher of tech blog Silicon Valley Watcher has been saying for years now. Content is a lifeline in today’s social ecosystem, so its rise in popularity makes perfect sense.
In this case, a trigger can be “average number of engaged users” on any given status update.
Move past the content marketing mainstreamContent marketing is more than just fodder for SEO; it’s more than tweeting out a cool photo in real-time during the Super Bowl Halftime Show, and it’s so much more than an infographic that blesses your site with a multitude of back-links.

Content must be emotional, tell a story, and aim to impact consumers’ behavior, attitudes, or perception of your brand.
And, while search is certainly important, your brand story encompasses much more than what you write on your blog or website.Everything you do in marketing, online and offline, must align with your brand narrative. For content creation, approval, and distribution management, try Sprinklr, Spredfast, Expion, or Hootsuite Enterprise (full disclosure: Hootsuite Enterprise is an Edelman Client), all of which have built in work flows and approval processes.
So, yes, blog content, videos, status updates, tweets, photos, and even press releases are important.
And, for real-time content optimization, you may want to check out SocialFlow.For more tips on planning for content marketing success, read CMI’s eGuide on Developing a Content Marketing Strategy. But so is the story you tell through your employees, customers, and partners as well as through your paid media initiatives.
This is why you must develop your content strategy before you start marketing it.Red Bull is a great example of a company that executes its content strategy flawlessly across all forms of media — paid, earned, and owned — in a unique, non-mainstream way.
Red Bull Stratos was not only an epic event that placed Red Bull at the center of “space” conversations everywhere, but it also proved, once again, that when Red Bull executes a campaign, it goes all in.
He is responsible for helping his clients transform their organization to be fully collaborative social organizations. Content marketing is surely a small piece of the marketing puzzle here, but it is the strategy that keeps these conversations alive, even today.2. Develop a compelling content narrativeYour content narrative must different from the brand pillars and positioning statements that comprise your brand narrative. In most cases, your brand narrative will not impact consumer behavior when shared in its purest form, as today’s consumers ignore brand messaging. A stellar content strategy will help you determine the different content themes and prioritize the types, ideal frequency, and most effective distribution channels for your content.For example, the template below shows five possible content themes — all with different distribution frequency percentages — as well as the core channels this content strategy should be executed through. The percentages are just examples, but for the most part, you should plan on talking more about your customers than yourself.
Also, it’s important to note that every brand is different, so the content themes you choose should be unique to your brand, its goals, and the industries it operates within.

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