What is your brand about? For whom does it exist? And how are you going to approach your target audience? Brand strategy encompasses all the elements of a brand’s unique personality to perfectly align with its stakeholders. By crafting a clear brand strategy, we assist brands in communicating a consistent story, standing out in their industry, gaining a completive edge and increasing brand awareness.

Using shared Brand Values to connect with your Target Audience

To find out what your brand is about, we must look at what it stands for, also known as brand values. Values are a set of beliefs and principles that guide a company's decisions, actions, and behaviours. They represent the core ideals that a brand stands for and the fundamental reasons why it exists beyond making a profit. Brand values provide a framework for decision-making and help a brand in making a personal connection with their target audience.

Understanding Brand Persona’s to reach your most important Stakeholders

Another key component for a successful brand strategy is understanding who your brand exists for, we can refer to these people as your target audience. A well-crafted brand strategy first identifies who your stakeholders are and then which stakeholders belong to your target audience. Having defined your target audience, we determine a plan on how to approach them in the best way possible. To achieve this, we create brand personas that represent your target audience and help us understand their needs, behaviours, and values.

The next important aspect of a brand strategy is identifying your brand's tone of voice.

A brand's tone of voice is the consistent style, personality, and emotion conveyed through its written or spoken communication. It is the way a brand speaks to its audience and the impression it leaves in the minds of its customers. A brand's tone of voice should be reflective of its brand personality, values, and target audience. For example, a luxury brand might use a sophisticated and formal tone of voice, while a youth-oriented brand might use a more playful and informal tone of voice.

Finally, we determine brand archetypes. Brand archetypes are universal, symbolic characters that help create an emotional connection between your brand and your audience. By understanding your brand's archetypes, we can develop a unique yet recognizable and memorable brand personality that resonates with your target audience.

By looking at what the brand is about, for whom the brand exists and how the brand should approach their target audience, we create a structured plan with guidelines that ensures we are building distinctive and most of all consistent brands. In conclusion, a well-crafted brand strategy is an essential part of any successful (re)branding. Contact us today to learn more about our approach to brand strategy, and how we can translate your thoughts into a story worth being told.

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