- Continuing along with our theme of zooming out,…we are now going to step back and get a plan in place,…a tactical list of things we need to start doing,…stop doing, and continue doing,…in order to activate our brand strategy with excellence.…For this, I like to use the Stop-Start-Continue framework.…Here you're going to take inventory.…In light of the brand positioning that we've articulated,…what are the things that we should stop doing?…What are the things that we should start doing?…And what are the things that we should continue doing?…The first line of questioning is what should we stop doing?…I recently worked with a business that previously thought…that their brand was about the easy delivery…of this type of software.…
What they found with the new brand strategy,…it was not about ease.…It was more about doing it well, doing it right.…What we would hear is, we need to stop emphasizing…how easy and turnkey our product is…because that's not the brand positioning…that's compelling to customers and ownable to us.…
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