Develop a Strategy that Supports your Identity and Positioning Statement

Your strategy for communicating your brand to your target audience should be all-encompassing of every available platform where your clients can be found.  It is important to understand how and where your clients and potential new clients consume information.  Through a well-defined brand identity, a comprehensive strategy can be developed.

Your brand’s visual identity can be described as the overall look and personality conveyed in all your communications.  Thus effective visual brand identity is achieved through being consistent in the use of a particular visual element (your logo), specific fonts / typefaces, colours and other graphic elements to create distinction from your competitors.  It is also achieved through the choice of what categories of images you use ie specifically photographed images or graphic illustrations that convey your message visually and support your brand identity.

A well defined brand identity means :

  • Professional perception
  • Instant brand recognition
  • Recognition of visual consistency
  • Effective communication
  • Develops brand trust
  • Brand loyalty
  • Recognition of consistent tone of voice
  • Recognisable brand personality
  • Comfortable to do business with
  • Recognisable brand value proposition
  • Commitment to quality service delivery
  • Commitment to client retention
  • Commitment to personal touch
  • Strong client relationship building
  • Constant, concise, clear communication

Brand Identity should convey:

  • Your Positioning Statement
  • Vision and Mission
  • Your Brand Personality and Tone of Voice
  • Brand Strategy

Positioning Statement
A Brand Positioning Statement is a one or two sentence statement that articulates your products’ or services’ unique value to your customers in relation to your competition. 

A brand positioning statement ensures that you take everything you know about your brand, as well as everything that could be said about your consumers and making choices, and compels you to pick one target that you’ll serve and one brand promise you will stand behind. 

Vision and Mission
The best example of a mission statement will define a company and its purpose in 30 seconds or less. This is an eloquent, concise paragraph that should be full of meaning and impact. Choose your words wisely – beware of buzz words, empty phrases, or mission statements that are so general they could apply to many different companies. It’s a challenge, but you want to capture what your company stands for in a brief and memorable way.

With your mission statement, you should be sure to cover what the goals of your business are for three primary components: 

  • Customers
  • Employees
  • You as owner

Be clear and specific, and you’ll highlight the core of what makes your venture unique and worthwhile.

Brand Personality and Tone of Voice  Consistency is key in absolutely every aspect of your marketing efforts.  This means that it’s okay to have a much more relaxed manner in which you communicate with your clients through your emails or on your blog, to the manner in which you communicate via your website and marketing materials.  

Develop four characteristics for your brand voice and these are :

  • Character / personality
  • Tone
  • Language
  • Purpose

Character or Personality can be (but not restricted to) :

  • Friendly
  • Warm
  • Inspiring
  • Playful
  • Authorative
  • Professional

Tone :

  • Personal
  • Humble
  • Honest
  • Direct

Language :

  • Savvy
  • Serious
  • Simple
  • Fun
  • Whimsical

Purpose (different content will fit different purposes)

  • Engage
  • Educate
  • Inform
  • Enable
  • Entertain
  • Delight
  • Sell
  • Amplify

Brand Strategy

Once the above elements are all in place, focus needs to be placed on developing your brand strategy which will determine your channels of communication.  At all times, you want to give your product/services as many legs as possible and as much shelf-life as possible.  When developing your brand strategy channels to include are :

  • Website
  • Advertisements
  • Exhibitions
  • Give aways / promotional items
  • Emailers
  • Video – YouTube and other available platforms
  • Advertorials both written and video
  • Press Releases
  • Social Media – Facebook, Twitter, Pinterest

When planning content, bear in mind all channels of communication to ensure the above is achieved.

Leave a Reply

Your email address will not be published. Required fields are marked *