Create a Brand Strategy

Introduction

• Defining your distinctive brand strategy
• Explore the foundations of brand strategy

1. Frame Your Brand Strategy: Starting with Customer and Market Research

• How to build your strategy: A customer research focus
• Forming a strategy through strong customer interviews
• Leveraging customer research to develop a customer profile

2. Develop Your Brand Promise: Building a Unique Position

• Discovering your unique brand value to build a strategy
• Creating a customer benefit ladder: Deliver connection
• Bringing it together: Write your brand positioning statement

3. Define Your Brand Character: Articulating Brand Value

• Identifying your brand character: Select an archetype
• Describing your brand character: Hone brand personality
• Fleshing out your brand: Define brand edges

4. Activate Your Brand Strategy: Connecting with Customers

• Tailoring the customer journey: Nurture down the funnel
• Planning creative: Write creative briefs to execute strategy
• Evaluating creative: A framework to assess your creative brief

5. Refine Your Brand Strategy: Influencing the Customer Experience

• Using the four Ps framework to refine your brand strategy
• Using the start, stop, and continue framework
• It's time to create your brand strategy