Brand Strategy
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A successful brand strategy  must have an understanding of these four marketing components:

bulletPrimary Target Customer and/or Client
bulletWho is/are the customer(s)? 
bulletWhom do you need to communicate to achieve your objectives
bulletend-users of the product, members of the distribution channel, or influencers/thought leaders that the channel or end-users look to for advice and approval, etc
bulletHow does your organization describe the audience (optimally, audiences are described behaviourally supplemented by attitudinal attributes)
bulletHow are homogenous groups of customers communicated to? This is not the target.
bulletMarketplace Overview
bulletsize of the market/ category/opportunity
bulletdescription of the market as it operates now 
bulletkey factors in the decision-making process in the marketplace 
bulletkey trends in the marketplace which may affect the brand.
bulletwhere your share will come from: expanding the category or taking share from the competition?

 

bulletProduct and Service Mix
bulletWhat can be branded?
bulletCompanies
bulletProducts - exclusive or commodity
bulletServices
bulletPersons
bulletPlaces
bulletIdeas
bulletProcesses
bulletUnique Selling Proposition
bulletDetermine your value proposition

 

bulletDecide customer focus
bulletThink about your capabilities to execute
bullet

Prioritize the most likely differentiators

bulletConsider segment difference
bulletLock on a Brand Promise
bulletA succinct description that defines the relationship and experience you expect to achieve with customers

Final thoughts on brand strategy.

In todayís economy the firmís interface with its customers is the dominant source of sustainable competitive advantage.

Customers today derive as much, if not more value from how they interact with the seller.  Customers value, and are willing to pay for the simplification of decision-making, the reduction of perceived risk, the optimal configuration of the transaction for their specific usage context, and the enhancement of in-use experience.

 

Brand Development  Brand Loyalty  Brand Management    Brand Marketing  Brand Marketing Strategy  Brand Positioning    Building a Brand   Brand Strategy    Global Brand Management

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Last modified: November 21, 2007