Brand Strategy 101: Elements, Deliverables, and Processes

Craft a clear and concise definition of brand strategy for your business. As Houraghan says, 'Brand strategy is a long term plan for what a brand will build its reputation on and the method they'll use to build that reputation.'

“Brand strategy is a long term plan for what a brand will build its reputation on and the method they'll use to build that reputation.”

Answer fundamental questions about your brand's purpose and values. Houraghan emphasizes the importance of answering questions such as, 'Why are we here? Who are we here for? Where are we going? What are we committed to? How are we different? Why should they care? What's our personality? What's our message?'

“Why are we here? Who are we here for? Where are we going? What are we committed to? How are we different? Why should they care? What's our personality? What's our message?”

Extract the meaning of your brand from the perspective of the business and brand leaders.

Gain a deep understanding of your target audience to connect with them effectively.

Revisit the definition of brand strategy.

“Brand strategy is a long term plan for what a brand will build its reputation on and the method they'll use to build that reputation.”

Analyze your competitors to understand their strengths and weaknesses.

Identify gaps in the market and develop positioning ideas.

Clarify your position in the market and define your target audience.

Uncover the personality type of your audience and develop a personality framework.

Bring your brand to life by adding realism and detail to its personality.

Develop a tone of voice that enhances your brand's personality.

Revisit the critical brand questions.

“Why are we here? Who are we here for? Where are we going? What are we committed to? How are we different? Why should they care? What's our personality? What's our message?”

Create a brand message that resonates on a deep human level.

Craft a story that aligns with the journey of your audience.

Translate your brand strategy into a visual identity.

Define the platforms and channels to use to get your message out there.

Put the brand on the map and into the consciousness of the intended audience.

Convert awareness into adoption through sales and onboarding sequences.

Turn customers into walking, talking, tweeting, vlogging mini marketing machines.