Скачать с ютуб What is Brand Strategy? Lorraine Carter - Persona Branding and Design в хорошем качестве

What is Brand Strategy? Lorraine Carter - Persona Branding and Design

Aside from being frequently asked to explain branding I'm also often asked to explain what brand strategy is and why it's so important to your business or organisation. Brand strategy is the road map or action plan for putting your brand to work. It's the communications plan that provides structure and guidance for all your branding activities both internally and externally, online and off - in the bricks and mortar world. Your brand strategy directly supports your business strategy, they both go hand in hand. Done correctly, your brand strategy influences the total operation of your business to ensure consistent brand behaviours and brand experiences to help you extend your reach or grow your profitability. It should be measurable and quantifiable. And while you might own your brand, it effectively exists in your customers minds and you don't own those but you can influence them! How you make people feel is a critical part of your brand strategy. Why, because people buy with emotions, and justify with rational afterwards, regardless of gender or cultural background so you need to tap into your customers emotions and make a connection by making a difference in the world. And that's what you brand strategy is for and why its so important - to help you influence your target audiences perceptions so you can give them a more compelling reason to buy what you're selling be that a product, service or ideas. When developing your brand strategy you need to start with: • How • What • When • Where • Why and • To Whom you want to congruently target your brand messages for everything you do on or off line. All your activities be they social media, PR, content marketing, point of sale, advertising, competitions, news paper editorial, TV or online adverts, white paper publications, exhibitions, keynote speaking or workshops etc, CSR contributions, all need be completely consistent, congruent and supportive of each other. Your brand strategy is all about choosing the right platform or media channel for your brand and planning over the course of 6, 12, 18 or 24 months what you're going to do, when, how and with whom to ensure you get the most effective return on your investment. Its about getting your brand out into the world, talked about, referred and known for right things so you can increase your reach and or your bottom line. If you'd like to find out more you can get in touch using the contact details on our site http://www.personadesign.ie E: [email protected] T: +353 1 8322724