This week we got an assignment that consist of watching a YouTube video and reflect over it. What is brand strategy, why is it important and what should it consist of?
Clarifying strategy is phase number two according to Alina Wheeler. Now that you have gathered knowledge from the research and audits, they are distilled into a unifying idea and a positioning strategy. Target markets, competitive advantages, brand core values, brand attributes and project goals are solidified. (Wheeler, 2018)
In order to achieve specific goals inside your brand you need to have a brand strategy. The brand strategy is long-termed, and you have to be open to develop constantly.
If you want your brand strategy to affect all aspects of a business, it must be well-defined. Then it’s also directly connected to consumer needs, emotions, and competitive environments. (Gunelius, 2019)
I watched the YouTube video that we were supposed to watch, and Gavin Wendell had six tips in creating a branding strategy:
- Engage everyone in your branding efforts inside and outside your organization.
- Be clear, consistent + coherent.
- Listen to your people (take care of your household).
- Make sure your messages reflect reality.
- Stay focused.
- Try to keep your brand’s promise.
You have to generate and influence brands carefully, intentionally and thoughtfully with a corporate viewpoint. You own your brand but it exists only in other people’s minds and you can’t own that. (Wendell, 2011)
Sources:
Gunelius, S. (2019). aytm. Hämtat från https://aytm.com/blog/introduction-to-brand-strategy-part-1/ den 7 Oktober 2019
Wendell, G. (den 8 September 2011). What is "BRAND STRATEGY"? Hämtat från https://www.youtube.com/watch?v=H-RaxV2as8s den 7 Oktober 2019
Wheeler, A. (2018). Designing Brand Identity (5 uppl.). New Jersey: John Wiley & Sons Inc. Hämtat den 7 Oktober 2019
//tack o hej
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