Gathering ideas and designing a good logo is not a Brand Strategy
The highest percentage of conversions is a function of creativity and content. A successful brand is attributed to having the right creative message and not just being “in the right time – in the right place”. This means that in addition to the technology involved, you need to pay close attention to storytelling and positioning.
What is Brand Strategy
- What does your brand represent?
- What your brand promises to customers.
- What personality does your brand convey through its marketing?
As you can see, all of the above are intangible. How do you measure how successful your business personality is? How do you measure if you are successfully defending what it represents or if you could do it better?
Brand strategy definitely needs the intuitive side of your mind. However, specific data are needed to guide your thinking. One way to find out if your brand is on the right track is to think of its strategy as a story you tell someone.
A good story is not just something that is read on a page – it is an experience. It has to have a beginning, a middle and an end. At the end of the experience, there must be some change in relation to the beginning.
What causes a change in a story? Tension. There must be tension between your “thesis” and your “antithesis”.
In marketing terms, you “thesis” is your customer’s “point of pain”. Your “antithesis” is the solution you offer to his problem. Therefore, tension is the customer’s problem. This is the core concept of placing your products / services on the market and is always considered on a subatomic level. If you have no tension there (problems to solve), then you have no business!
At the end of the day, brand strategy is about one thing: storytelling. Your brand’s strategy is its history, its vision, its heart and soul. Therefore, create the right message and clearly define the beliefs and goals of your brand. Finally, communicate your message with the help of appropriate technological means and marketing techniques.