- Okay, so now you've interviewed your customers…and you're in a place to lay out on the table…what you heard, so compile all…your thoughts, what did you hear?…Now, you need to recognize that your customer is not going…to give you all the answers, you need to do the work here.…If you're like me, you have a ton…of scribbled notes after your interviews.…To make it easy to access later,…and easy for other people to read and understand,…you'll need to compile all your information…and develop a powerful customer profile.…
Write a description of your target customer…that taps into that customer's deeply held beliefs…and values, this description can then serve…as a touchstone whenever you're embarking…on a new initiative or refining an existing one.…If you do all the research that led up to this point…but you don't compile it into a digestible summary,…it's easy for it to get lost…when you're in that day-to-day shuffle.…It's also harder for you to share with your teams…if it's all in your head or it's scribbled on notes.…
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action