Join Lindsay Pedersen for an in-depth discussion in this video Tailor, part of Create A Brand Strategy.
- Now you're at the point where you've built your…brand strategy in earnest.…You have your positioning statement, and your benefit…ladder, and you have your brand character, with…dimensionalized edges.…Now it's time to identify the stages for deploying…the strategy.…This step of the process I call tailoring.…You may be familiar with the idea of a sales funnel…or a customer journey.…A customer goes through sequential stages in their…relationship with your brand.…First they are unaware, and then they're aware.…
And then they comprehend and then they consider,…then they purchase and then they're loyal.…During this step you take that funnel and you identify…the single message you want to convey to your customer…at each stage of that journey.…You're not going to get hung up yet on copyrighting…or word smithing.…You're just going to capture the idea that you want your copy…to get across.…What's powerful about using this level of granularity…in your customer journey is you can meet your customer…exactly where they are.…
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