- Before we talk about brand strategy, I want to take a minute to talk about what a brand is. Brand is one of these words that gets used so broadly that sometimes it's hard to know what someone really means when they use it. So, what is brand? Brand comes from the Old Norse word brandr, which means to burn. People would burn into their cattle or to their belongings, something that they owned to signify ownership.
Over time, it came to mean I own it and therefore I stand by its quality, and you should pay more for it. So, your brand can manifest in infinite ways, from your logo to your advertising, to your imagery to your product to your buying experience. In all of those cases, it communicates overtly or not what your brand stands for. It is the relationship between your business and its audience.
Your brand is the result of everything you do. Since brand is the result of everything you do, how do we make it powerful? We do so by deliberately choosing our brand's optimal position, its optimal meaning, and then we use that deliberate choice to guide everything we do to build our business. Brand strategy is this deliberate excersise of choosing your brand's optimal position. It's the excersise of deliberately assessing where you best fit into your customer's world.
What is the position that you seek to own in your customer's mind? When done well, your brand strategy's an overlap of your customer's desires and your business's unique strengths. Volvo's brand position is all about safety. They understood that their customer deeply wanted safety in an automobile and that overlapped with their business's unique ability and story for creating a safe automobile. With that in mind, Volvo now makes all its business decisions according to that North Star of safety.
This excersise of deliberately creating your brand positioning idea, your brand's North Star, is useful because brand positions are not all equally attractive. Position or be positioned, as they say. If you don't go through the excersise to articulate your brand carefully and use actual customer insights and actual insights about your own business, then you will have a positioning, but it will likely not be the one most advantageous to you.
So, the rest of this course is designed to show you how to build a brand strategy and how to choose your brand positioning deliberately so that it can help you grow your business with intention and clarity and focus.
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