Last blog, we talked about the importance of crafting a brand strategy. Now, strategy encompasses a lot of different things, everything from: your audience and ideal customer, to your mission and values; your brand logo and design, to analyzing both your and your competitors’ businesses. And everything in between.
I’m not saying you need to have every single one of these components perfectly lined up in order to start your business. That’d be crazy. But you do need to know some basics about your brand. More specifically, you need to know the 3 basic components to building a brand. That’d be strategic.
One of the great things about a brand is that it can evolve over time. The brand that you build today does not have to be the same brand 5, 10, even 20+ years from now. In fact, it probably shouldn’t be the same. But the thing is, the 3 basic components will always be relevant. They are:
- A general idea of where your brand is currently at
- A general idea of where you want your brand to be
- The general direction your brand is going to take to get there
Focusing on these 3 things is a great place to start. Then you can build off of each step from there as your business really gets going
If you’re still confused, think about it like a cross-country road trip. Let’s say you live in Keller, TX and you want to travel to Nashville, TN. To figure out how to get there on a map—or let’s be real, Google or Apple Maps or Waze in today’s times—you need to know a few things:
- Your starting location
- Your end location(s)
- How you’re going to get there as well as the general direction to take
Well for this scenario, that looks like:
- Keller, TX
- Nashville, TN (plus any other cities you want to stop at along the way)
- Driving; Using highways whenever possible; Going at a diagonal (Northeast) rather than simply North or East first
That right there gives you a pretty good picture of how your road trip is going to look. Along the way, plans may change. You may decide to stop at additional cities or even skip or change your original plans. But the thing is you still have a good foundation to build on and enjoy the rest of your road trip.
Okay, so how does this apply to digital marketing, you, and your brand?
The 3 basic components are still the same whether you’re planning the next big road trip or the next big brand. Let’s dive deeper into the steps and what each entails.
Step 1: A general idea of where your brand is currently at
This is your starting point. Maybe it’s where you’re currently at or maybe you’ve been in business for a while and have already been over this. Either way it doesn’t hurt to take another look and solidify this stage. Where your brand is currently at encompasses knowing many aspects, a few include:
- Target Audience
- Product and/or Services You Offer
- Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis
- Name, Logo, Slogan (or whatever combination you currently have)
- Current Collateral: Website, Emails, Leads, Social Media, Blogs, etc.
Step 2: A general idea of where you want your brand to be
This is where you dreamer side can take off a bit. Where you want your brand to be is just that—the visions, dreams, and goals you have for your brand and business for the future. Key word being future. Thinking of the goal end-destination. However, that does not mean you have to know exactly what you want your brand to end up like. This idea can be as detailed or big-picture as you want it to be. It doesn’t have to be a tight schedule to follow because your brand will likely shift and grow over time.
This step is really just to get you thinking generally about the future of your brand. Just like on our road trip example—we set our destination as Nashville, TN. That does not mean we have to know exactly what we are doing and when once we get there. It just gives us an idea of where we are heading. The details can be ironed out as we start experiencing what it’s like after we get there. Same thing goes for your brand.
Step 3: The general direction your brand is going to take to get there
Last, but certainly not least, is how you are going to get from Point A (where you’re At) to Point B (where you want to Be). Often referred to as the main part of your brand strategy. And if you don’t already know why brand strategy is so important, take a quick break to check out this post and then come rejoin me here. Don’t worry, I’ll still be here when you get back.
Okay so now you know why brand strategy is so important. Some points that can be considered in this last “general direction” step are:
- Are you customer focused (ecommerce site that sells products online) or are you more client faced (B2B or B2C)?
- What collateral do you still need for your brand: logo, website, blogs?
- What aspects of Digital Marketing do you want to utilize?
- Is your focus brand awareness or lead generation?
If you’re unsure of your answers to those questions above, don’t panic! It’s a process, and strategy is not a quick answer to be just spit out. That’s why we walk alongside our clients throughout the whole process. Whether you need help figuring out step #3 for your brand or need help navigating how to execute your answers, send a message our way. Let us help you build the strongest brand that we can together!