Occasionally, we like to share a few of our secrets here at Bouvier Kelly. A peek behind the curtain to see how the magic is made, so to speak. So, if you’re wondering how we go about creating a brand strategy that makes our clients sparkle, look no further!
Much like life, there is no “easy button” for creating brand strategy. The good news is, there are some tried and true approaches that help you get down to the nitty gritty of what can make your brand truly shine. Here are some keys we have developed to illustrate how we do what we do. Our creative director Phillip couldn’t help but number them (it does make for a better aesthetic!) But think of them more as areas of exploration than a 12-step process.
1. Why Do You Do What You Do?
Perhaps the most important question any business can ask itself. Understand the fundamental business purpose. How is your organization inspired to be the best at what you do?
2. Get to Know the Competition
You can never know too much. Research and analyze the competitive landscape and where their strengths/ weaknesses are and define how to outperform them.
3. Brand Architecture
How does your brand fit into a larger portfolio of products? How will it evolve? How does your brand support new product development?
What is the fundamental idea you will own in the heart and mind of your audience?
5. Brand Promise
The thing you will absolutely do for your customers, no matter what!
6. Reasons to Believe
Give your target market tangible reasons to believe your promise.
7. Consumer Insights
What is your audience actually looking for from a company like yours? How is your brand uniquely designed to fulfill that desire?
8. Customer Personas
You probably have a few different types of customers. If you don’t care about what they care about, then they won’t care about you. Know who they are and what makes them tick.
9. Creative Elements
This is the fun part! Develop and create all the elements to share your brand with your audience and the rest of the world while you’re at it. Logos, palette, imagery, typography, tone, voice, etc.
10. Brand Story
What’s your story? How did you get here? What are you doing now? What are you planning to do next? Every brand has a story that deserves to be told.
11. Where’s the Opportunity in Your Market?
Maybe you own the market already? Maybe you’re an up-and-comer or perhaps you’re on the edge of being crowned king? What’s going to give you the best chance of realizing your business goals?
12. Brand Expression
How will you take your brand to the masses? There’s a wide spectrum of communication channels out there. Which ones are right for you?