What Is a Brand Strategy?
Many people incorrectly believe that a brand is derived only through a corporate identity (logo) or design manual. A Brand Strategy, however, goes much deeper. It is designed to create greater brand equity (value) for your ministry as a whole.
Its ultimate goal is to establish a new brand positioning for the organization within the category it represents that’s articulated through a clear and differentiated brand promise. One that provides a new and compelling reason for consideration and, in turn, establishes new “high ground” that sets the brand apart in a competitive “me-too” market. Greater relevance means greater preference.
It results in having established new brand clarity and identity – without changing the DNA of your organization. The strength of a Brand Strategy is that aside from determining your ministry’s critical point of difference, it culminates in a complete positioning platform. Built on the core strategic components, the brand’s “plumb line” is straight, all ministry components are aligned under the parent brand (not competing with it), and overall, delivers a clear communication framework.
Why a Brand Strategy?
The bottom line is that in today’s economic climate, no one has the time or money to hit and miss when they need effective communication to engage new customers and deepen relationships with existing customers.
So why a Brand Strategy? Because you want to build your ministry. And you also want to engage your supporters more effectively.
What Are the Common Misconceptions about Brand Strategy?
Most people incorrectly believe that a Brand Strategy refers to a corporate identity (whether that’s a logo, name, or even product), or even a design manual. These are, in fact, creative elements whose function should support the Brand Strategy—not lead it. As a result, for most organizations these elements are relied upon to do that critical, strategic job in and by themselves.
The Qualities of an Effective Brand Strategy
Establishes a brand positioning: Through extensive research and understanding of the brand’s mission and vision, we determine your unique and foundational niche in the marketplace that the brand is perceived to own in the minds of the target market.
Identifies your Brand Value Proposition: This “brand promise” is the one, single-minded thing that represents an outcome that will be highly valued by your target audience.
Aligns the brand with a distinct vision. Great brands aren’t just great logo designs, taglines, or even advertising campaigns. Ultimately, the brand’s new positioning and brand promise collectively create an empowering vision that captures what your target audience is searching for and inspired by.
Lifts brand reliance from short-term tactical communication. Through the direction of a Brand Strategy, you’ll no longer have to endlessly explore new and creative ways to engage with your target audience. Everything will be led by, and aligned under, the brand’s compelling, single-minded brand promise.
Creates direction for all brand communication. Having crystal-clear clarity on the “why” of your brand, it creates one voice and face. That means no confused brand “schizophrenia”; instead, whether communicating the brand as a whole or through individual programs, the direction is consistent, informing and empowering everything.