Lawyer (yep-a-dee-yep, I used to write things people never read) turned Brand and Copy Strategist, and Word-ucator for brands like you, who want to ZIG when others zag.
Brand strategy, eh?
Sounds like one of those weighted marketing buzzwords that means everything and nothing all at once, and gets thrown around as aimlessly as chicken salt on hot chippies.
Well, strap yourself in.
Because in this Blog, I’ma clear a few things up and show you why a Brand Strategy is just as important to your business as your five-year-goals for 2020 or an office doggo.
Great question soldier.
In short? It’s your Brand DNA. It communicates the who, what, how, and why of a brand and is something that can be given to stakeholders, staff, marketers when you bring them onboard your brand, for it sets the foundations of everything that follows.
Be it your killer visuals. Your verbal. Your social media strategy. Your marketing strategy.
Because at the end of the day? Consistency is what builds trust. And humans like you and I? We buy from brands we trust.
For us at Wordfetti HQ, we believe great copy can fall flat if it doesn’t have a solid Brand Strategy. And that’s because to us, great copy isn’t just about writing copy that sounds good. There is a rubix cube that go before words become the output.
Ultimately to us? The equation goes a little like this:
Art (creativity and originality) + Science (the understanding of consumer behaviour) + articulation of a Brand’s unique DNA = Great Copy.
As your go-to brand bible, a Brand Strategy is skeleton of your brand and houses ALL of your core messages. It’ll serve as your brand’s North Star, to guide you in every way in which you communicate, connect, and interact with your audience as well as staff (and attract talent).
Each Brand Strategy (depending on the studio or agency that may put it together) can differ, however, at a minimum, it should contain:
This process is so critical to building a stand-out brand that we at Wordfetti do not start any copywriting or content projects until there is a solid Brand Strategy in place. Because the thing is, once you have a clear, distinctive, and unique direction? Everything else? Actually comes pretty damn seamlessly.
Three reasons: Consistency. Has the power to help you and/or your brand stand-out. And becomes your North Star.
Think about this: you don’t buy your Macbook from Apple just because they have the v2.5A of the newest graphics card. You buy from Apple because they have created a brand renowned for simplicity and ease. With products that integrate seamlessly into our lifestyle (hence you’ll find they never really focus on GB’s, RAM or the specs in their nearest products).
The thing is. Building a stand-out brand has never been about selling a service or a product. At the core of a brand that has a competitive edge is… something that no robots can mirror. And that’s empathy.
Brands that stand-out know their audience and customers inside and out. They know what excites them. But they also know what frustrates them. They know the customer journey. They know where their audience hangs out. They know where their service and/or a product sits in their customer’s day-to-day. And they know exactly why what they do, and how they do it, can solve a particular “pain point” and better their audience’s life.
Because it’s only once you know who you are, what you do, and why you, for you are able to communicate to your audience in a way that will resonate and stick.
Alright. Some tips for ya.
Now that you’ve read the what and the why, you’re probably wanting some tips on the “how”. So here are 3 sure-fire tips to help you get thinking about your Brand Strategy:
You love what you do. And you could probably talk about it for days. But in order to truly connect with your audience? You need to love them just as much if not MORE than what you do.
Cause it’s only then are you able to communicate with them on an empathetic level.
So if you are unsure of the psychographics of your audience, grab a pen. And jot down the answers to the questions below:
If you don’t have the answers to these questions you can begin by: researching (online, competitors, etc.), gathering testimonials, organising consultations, carrying out a client survey.
Big thing here is to simply listen.
Similar to visual branding when it comes to never sway to “trends”? When it comes to developing your brand personality, this should never be developed based on “what’s cool” or what’s currently trending.
Brand personalities have the power to positively humanise a brand. However, if you go head-in developing a brand personality based on what’s trending, what’s hot, and what Auntie Patricia thinks is going to do great for your brand, this puts you at risk of putting your business in the wrong positioning limelight. (Especially if the brand personality you’re going for? Doesn’t resonate and appeal to your audience).
So tip here?
Build your brand personality only once you know your audience. Under #1.
A great brand isn’t created based on just some great words and some great graphics. Great brands are born through consistent visual and verbal developments that are underpinned a Brand Strategy that’s been developed through methodological human-centered marketing decisions.
So when it comes to conveying your brand message out there be it online, offline, visual, verbal, over the phone, in person, or through print media? Ensure your touchpoints align to the core messaging under your Brand Strategy.
There you have it fam.
A quick-fire wisbomb on Brand Strategy for your brain. Hopefully? By the end of this blog, you’ve walked away with a clearer understanding of the importance of this document, and also some actions and thoughts for you to start thinking about in time for a freshly defined 2021.
Want to get more copy, brand and content tips? Listen in on Brandfetti and follow me here and the team here.
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