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jsem@patrikpilous.cz
My vision
Brand strategy
Brand strategy is a key part of the overall marketing strategy. This document or set of rules focuses specifically on setting up, anchoring, building and managing the brand identity. Many people see the brand and branding (the process of building a brand) as a marketing channel, but it is more a set of anchors, a direction and rules that should run through the company’s entire marketing. I like the comparison that brand strategy is the platform on which all marketing rests.
- Who are the customers and what is the market?
- What is its purpose and what is its market position compared with competitors?
- What are the brand’s messaging, communication and assets?
I divide brand strategy into 6 phases
1. Market research and competitor analysis in the category
We start with the first step towards understanding the environment in which the brand operates. It includes an analysis of the market, its size, trends and potential. At the same time, it is essential to analyse the competition: their strengths and weaknesses, strategy and positioning. There is nothing worse than setting up a brand the same way most competitors have. Being a grey, average mouse is not the way forward. The result is a comprehensive overview of the market, competitors and opportunities, which serves as the basis for the next phases of the brand strategy.
2. Brand core (purpose, vision, mission, values)
The brand core, or the basic building blocks, is something brand owners often overlook. What does it consist of? Purpose (why the brand exists), vision (where it is heading over a 5 to 15-year horizon), mission (how to achieve the set vision) and values (what guides it and what characteristics it has). Together these form a coherent framework that sets the direction for all of the brand's activities, not only marketing ones. The brand core must be authentic, clear and easy to understand. Key people must be in harmony with it and actively push it themselves.
3. Positioning
Setting the positioning partly builds on the research into the market and competitors, combined with the brand core. The aim is to find a clear place on the market in the given category that is not yet occupied and has great growth potential. How do you want your brand to be perceived compared with the competition, and what associations should customers have with it? Effective positioning requires identifying the unique features and benefits your brand offers and communicating them so that they resonate with the needs and desires of the target group.
4. Messaging and communication
This phase focuses on how the brand will communicate with its audience and which topics will carry it. Setting the tone of voice, opinions and moods of your communication plays an important role in brand strategy. Just like a real person with a unique personality, your brand must have clear and predictable characteristics that express your brand's values and purpose.
5. Brand assets (identifiers)
Brand assets or codes are the elements that identify a brand and set it apart from the competition. They include 1. Sonic brand codes, 2. Mascots, 3. Celebrities, 4. Distinctive shapes, 5. Creative visual style, 6. Colours, 7. Typefaces, 8. Logo with slogan, 9. Slogan, 10. Logo and other visual and verbal elements. It is important that these elements are easy to remember, recognisable and reflect the brand's character and values.
6. Visual identity
Visual identity is a set of graphic elements, rules and recommendations designed to underline the uniqueness and consistency of the previous points. It includes the logo, formatting, colour scheme, typography, icons, the style of all outputs, photography and other visual elements. The aim of visual identity is to create a unified and consistent brand look that is easy to recognise and read.
Client testimonials
Why does a great brand strategy matter?
A common problem is that clients want a marketing strategy and imagine only an effective split across marketing channels. That is certainly an important part, but without a meaningful brand strategy you will only be pushing something that does not work, is short-sighted or even harms you in the long term.
- Identity and differentiation
Brand strategy helps create a unique and unmistakable company identity on the market with clear positioning against the main competitors. It defines how the brand differs from the competition and what its key values are. This differentiation is essential for winning customers’ attention in a crowded market and for being memorable. - Consistent communication
A well-defined brand strategy ensures consistent communication across all marketing channels. This includes a unified visual style, tone and key messages that strengthen brand recognition and build customer trust. Everyone knows who we are, where we are going and how it should look. - A foundation for other marketing activities
Brand strategy is the cornerstone of all other marketing activities. It influences decisions on the product portfolio, pricing strategy, distribution channels and promotional activities. Just because the neighbours build without foundations does not mean you should do the same. A strong, well-known brand also significantly increases the efficiency and effectiveness of all marketing activities, boosting their impact. And that pays off! - A mental shortcut to trust and associations
Just as you trust some acquaintances and not others, you trust some brands and not others. This fundamentally shapes your buying behaviour. Customers will also be more motivated to come back or to try your brand. Perhaps even worse than customers not trusting a brand is customers not knowing it at all. Besides trust, people’s minds also build brand associations, which are the links between your brand and certain attributes. For example, Volvo = safety.
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