Brand development strategy can be intimidating for any marketer, but it’s vital to delivering a great customer experience – which in turn makes all the difference to your bottom line. Download our free e-book to break down the steps you need to take for your branding project.
Why are we talking about brand strategy?
Your brand is the lynchpin of your customer experience – something that’s never been so important in a world of increasing customer choice. According to Gartner, 89% of marketers are calling their customer experience their main differentiator – and you won’t get far in experience if you can’t define your brand.
Here at Yieldify we’re all about putting your customer at the centre of what you do and using your marketing to deliver real value to them. Get it right, and you’ve got differentiation, customer loyalty and value – which all adds up to a healthier bottom line.
And all that starts with your brand strategy. Investing time and resource into refining and defining who you are verbally and visually is much more than just a marketing exercise. It’s your chance as a marketer to get under the skin of every aspect of your business and take a leadership role as you bring stakeholders from all your departments together.
But this seems hard…
We know it’s not easy. Tackling a brand development project can seem like an overwhelmingly big task for a marketer who has a million other needle-moving projects and short-term targets to hit. While you know that investing your time in branding is crucial, it’s also a slow-burner with results that will take a while to emerge.
So we’ve set out to try to make this a little bit easier with this free e-book that will guide you through the basic steps that you need to take in order to kick-off your brand project. We’ve condensed the process into eight simple steps – so whether you’re overhauling your brand from scratch or just looking for a refresh, this is a great place to get started. We even include our own story to show how that evolution can play out in real life.
Below we’ve skimmed through our 8 points to give you a flavour of what the book contains; if you like what you see, download the e-book for free and start thinking about your project. It’s also a great thing to show to your non-marketer colleagues to get buy-in for your project – after all, both the process and the end result will involve very corner of the business!
1. Start with questions, not answers
Ask yourself these three kick-off questions about your brand project; your answers will be your project’s objectives :
- Why now?
- What do we want to achieve?
- How much do we want to change?
2. Tell your story
Your next step is to get your story on paper; you’ll refine this later, but it’s a great exercise in shaping your ideas. Think about how you would tell your customers four things:
- what your business does
- why you do it
- where you come from
- where you’re going
3. Do your homework
When kicking off a (re)branding project, it’s important to acknowledge that you’re not the only one with the idea. Be aware of trends in your industry and elsewhere, checking out what’s new and what’s outdated. The more information you have, the better your decisions will be.
4. Know your audience
There are four key things in play here:
- Define your customer segments; you might have more than one key segment to consider and research
- Gather your quantitative data; from your existing customers to the new ones you may want to reach
- Get out there and talk to them! Quantitative data will tell you a lot but conversations offer you insight that’s crucial to branding
- Create marketing personas; this is a great way to organise your data into intelligible targets for your branding and marketing activity
5. Develop patterns into values
Get several members of your team together for a workshop – not just the marketing crew – and get brainstorming.
- Start with adjectives – is your brand youthful, traditional, innovative, challenging? This is where you get post-its on the wall – you’ll be surprised what some people say!
- Filter out the generic ones; trash anything that you don’t think would make your customer choose you over a competitor (given your research about your market and customer, you should know this by now)
- Group them together; which ones are about values, tone, language, heritage?
- Filter them again; your challenge now is to make sure what you’re left with is consistent. What’s left are the values and qualities that will underpin your brand.
6. Form your visual identity
Once you’ve done your homework and decided what your brand should be, here are the key components you need to think about expressing that identity through:
- Typography (fonts)
7. Have just enough rules
Once you have your identity on paper, it’s time to create some rules. These are the boundaries that you’ll be arming your entire business with to make sure that you’re all singing from the same hymn sheet. Have a sneak peek at one of ours to get a flavour of what this looks like…
8. Test, test, test
To make sure all the pieces work well together on your brand’s materials, it’s essential to test how they work when applied to real life examples. You’re likely to find some issues that will make you go back a few steps – and that’s a normal part of the process.
Time to get started. Get the whole e-book for free to keep to hand while you plan your project:
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