Roundup: Developing Your Marketing Brand Strategy

Brand Strategy

Editor | March 23rd, 2009 - 02:21 AM
(6) Found this useful. Do you? Yes

We’ve featured a lot of great advice on this site for developing your brand strategy. Here are some highlights to help you take advantage of the tips we’ve offered so far.

1. Choose a name with a good story behind it

John Battelle advises: “It’s often said that a brand is a ‘vessel waiting to be filled.’ In other words, you can call a new product or service anything, and after a while, if your product is successful, that brand will come to mean whatever experience it ends up delivering. While I generally agree with the thesis, I’ve found that having a great story is a very good way to jumpstart a new brand, and a great way to help sell it and keep defining it in the long term.”

You can read the full post here.

2. Clearly define what it is your company does

Guy Kawasaki says, “… if you want to build a company that can take the heat, you need to define your business in not in terms of what you do but what benefit you provide. Now ask yourself: What business is your company in?”

You can read the full post here.

3. Evaluate your company’s “personality”

John Jantsch notes “I like to define small business branding as the act of intentionally becoming more knowable, likable and trustable – in a way, much more aligned with how we might think about a personality. Let’s face it there are certain traits that make one person a more attractive total package than another – so, I’m wondering, could your business stand a brand (personality) upgrade?”

You can read the full post here.

4. Once you know your brand identity, be consistent

Jean Aw adds “Don’t let the details slide ~ inconsistent branding with a different logo, or a different version of your logo all over your site, materials, business cards, press releases, etc ~ is just confusing and messy and doesn’t reflect well!”

You can read the full post here.