Brand strategy builds on a vision, is aligned with business strategy, emerges from the company's culture and values, reflecting an in-depth understanding of the customers prescription and needs.
Brand strategy defines differentiation, competitive advantage, a unique value of proposition and positioning.
Brand strategy must resonate with all stakeholders: internal and external customers and the media.
Brand strategy serves as a road map that guides marketing, makes it easier for the sales force to sell more, provide clarity, context and inspiration to employees
Effective brand strategy provides a nucleus unifying ideas around which all behaviours, actions, and communications are aligned.
Brand strategy works across services and products and remains effective over time.
They are easy to talk about, weather you're the employee or CEO
The best brand strategies are so differentiated and powerful that they deflect the competition.
Aligning an organisations vision with its customer's experience is a goal of brand strategy
An effective brand strategy must strictly adhere to the under listed alignment :
VISION <> ACTION <> EXPRESSION <> EXPERIENCE
Our next article will address:
1. Who develops brand strategy
2. The role of the consultant in developing brand strategy
3. Who should understand the cost of building brand identity and the importance of brand strategy.
Keep it locked on http://learnfromgeorge.blogspot.com as we share our knowledge with the world.
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