Who are you, what do you offer and why? These elements of your brand are key to the planning and strategy phase of the branding process. Without a thorough understanding of these details, you will find it hard to position yourself effectively. Here’s what you need to consider when brand planning and strategising.
1. What is your brand’s vision and mission
What kind of evolution do you anticipate your business will experience over the next 5, 10, 20+ years? You may have a clear cut direction or be planning a gradual growth of products or services for your brand. What’s your mission? I.e. what are you setting out to achieve in the world? Consider these things to help you plan out your brand strategy and build a roadmap for the coming years.
2. What’s your brand’s ‘why’?
As Simon Sinek says, “People don’t buy what you do. They buy why you do it.” Beyond the potential financial gain, why do you exist as a brand? Think about this in terms of what would connect best with your audience and sets you apart from your competitors. Are you motivated to deliver a green eco product because you’re committed to protecting the earth? Do you go the extra mile to ensure your supply chain is ethical because you are passionate about labour standards and workers’ rights?
3. What are your brand’s values?
When it comes to how you operate, what is it that you’re not willing to compromise on as a brand? What values drive your approach and offerings? When brand planning your values, try to avoid cliches and be as specific as possible. If you need some inspiration, check out these 5 examples of companies with awesome core values.
4. Who are you trying to reach?
What are the key characteristics of your audience? As part of your brand planning, define your target market. Are they high end, young or eco-minded? Are they looking for something to make life more convenient or are they looking for something on trend? As with your brand values, get as specific as possible.
5. What’s your brand personality?
An important part of brand planning is getting clear on its personality. Are you fun and offbeat? Informative and authoritative? Wild and adventurous? Your brand’s personality is what will drive the voice you use to write your content. Since the language you use is what your audience will connect with, hold them in your mind when you shape your brand’s personality.
Your brand planning and strategising should be thorough, comprehensive and a key part of your branding or rebranding process. If you feel like you need a little help, get in touch to discuss our brand strategy sessions.
