This month we focus on Brand Strategy to ensure a smooth process for developing the brand and subsequently rolling it out. There is a working project plan in place since inception, but a true strategy cannot be formulated until a solid brand concept is identified and accepted. The brand strategy sets the fundamental policies for how the communications program will unfold. The intent is to align all resources around the common goal of implementing the new brand throughout your company, and ensure it will be adopted and accepted by everyone: employees, investors, customers & media channels.
Strategy involves creating a series of guidelines to maintain consistency across communications. Setting clear policy simplifies operations for your entire staff, because there are predetermined solutions defined for most common situations. These guidelines culminate in a Brand Platform and Style Guide. The Brand Platform keeps the over-arching position of the brand consistent, while the Style Guide documents usage standards, colors, typefaces and more. These are the foundation for brand maintenance.
A solid Brand Strategy defines a portfolio that will organize the entities, divisions, product lines and services offerings under a logical corporate brand umbrella. By setting a structure for the current brand assets to fit within, a system that can accommodate growth is established. This might seem simple, but fully considered, it often involves complex analysis of the hierarchy, naming, descriptions and customer considerations.
It’s also important to set a campaign for rolling out the new brand. By leveraging external forces such as trade shows, media calendars or other industry event it’s possible to magnify efforts to develop buzz. Social media efforts can be aligned to engage your audience in conversations that build brand awareness. Employees can be engaged through signage, fleet graphics, uniforms and internal communications.
Here are the 5 most important reasons for setting a clear strategy:
