It's kind of like the brand personas documents that go into what pets they like, and what their favorite colors are It's ridiculous. But back to the brand strategy document: I don't claim to have the perfect one. But, we have helped a bunch of brands over the years, and we've narrowed the brand strategy document down to the essential pieces.
A brand strategy document consists of several succinct, easy to understand, and incredibly valuable templates which will be constantly referenced by your team. The brand strategy document acts as a North Star, and must be created in a format that marketing teams are comfortable using. We use a variety of short, one-page templates that focus each on a different aspect of the brand strategy. Brand strategy is included in our Strategize the Buyer Journey step to 10x growth for our clients.
Learn more about our Growth Marketing philosophy. Here are the templates you can use to develop a short, yet strong brand strategy document. Every brand story is different. Companies are started for a lot of reasons, but most of them are to solve a specific problem or injustice.
When brands can identify their role in the marketplace, they can craft a compelling backstory to attract and rally customers. Companies can position their consumer as the hero, and help them achieve their goals. An authentic brand story will help gain trust and drive awareness around a cause. In the long-term, building that trust and camaraderie is crucial for developing lasting relationships with customers.
We use the StoryBrand Brand Script to craft our story, and apply it to our persona solution brief. Many times, companies lose sight of the customer by fixating their message on their solution or product. Instead, you should solely focus on aiding the customer. It assists you with a very practical, executable and practical strategy. A Word or a PowerPoint template will define all the important aspect of brand. You can also visit Strategy Template. Download Example Branding and Marking Doc Format Template The example branding and marking doc format template is a simple and important sample brand strategy template which can be used to understand the guidelines and create a strategy based on it.
The slide can also be used when describing the sequential processes of the project or setting tasks for each of the teams. This slide can be used by programmers when designing their applications, developers of a new product in the industry or food industry. The second slide is presented in the form of a pie chart, which is divided into three main categories — marketing position, key attributes, personal attribute.
Each of these categories includes three definitions. For example, vision, position, tone of voice, perception. You can easily change the names of categories and definitions to suit your needs. For example, you can use this slide when analyzing potential customers — age, gender, education. The next slide is an inverted pyramid. This solution is sure to grab the attention of your audience. You can specify four main categories and describe them on the right side of the slide.
The slide can be used by sales managers when describing the benefits of a product. Also, economists can use this slide when reflecting on the main categories of the cost of goods. The last slide gives you the opportunity to indicate your brand on the left side of the slide and your audience on the right side. There are several fields for each description. Note: This template is meant to be followed in sequence.
What principles guide all the actions your brand takes? These are your core values. Put them into clear and concrete words, and outline how your brand will always live up to these values. Keep in mind, however, the public will also hold you accountable and make sure you walk the walk. Who is the market for your brand?
Furthermore, your target audience should be as specific as possible. Develop buyer personas , or individual hypothetical people in your target audience, with different motivations and purchasing habits. This will enable you to develop messaging that resonates directly with your target audience. Also consider how your brand would fit into their life to help develop your messaging even further:.
What does your brand set out to accomplish? What needs does your brand meet? How will it make life better for those who use its products or services? While your mission statement defines what your brand seeks to accomplish at the present moment, your vision looks toward the future and defines how your brand seeks to make the future better for your audience.
Here are a few key questions to ask about the competition:. At the end of these questions, you should have a firm idea of the specific needs you meet, or the way you help a specific market, which set you apart from your competitors. What is the unique value your brand offers its audience? A value proposition states the benefits both physical and emotional of your product or service.
It briefly explains how your brand stands out from the competition, how you solve their problems, and ultimately, why your brand is the best choice. Brand positioning goes hand in hand with your value proposition. Instead of a focus on products and services, however, a brand position is about the thoughts and feelings you want your audience to have about your brand.
What positive emotions and characteristics do you want people to associate with your business? How do these attributes set you apart from your competition? Your brand story is a concise summary of the values and events that led you to start your company, and how that continues to carry your company forward today. Usually, the best brand stories use a three-part structure: status quo, conflict, and resolution.
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