As on online digital marketing professional you can be asked by clients to come up with a new brand strategy for them. This is a task where you will start from the very beginning. You have to start from the ground up.
These digital marketing experts share us their method when they encounter such situations. How you dealt with these kinds of projects? Do you have a process in dealing with these situations? Check what these experts have to say, do you share the same strategies?
At the first, I will consider their overall business strategy. Later on, I will do deep research on their target clients and the targetted client group for that specific company, which is the most important part of designing a brand strategy.
Once I was done with all that, I will review their “Brand positioning” in depth and will try to make it better. The best Rule that works in developing a brand strategy is to “Implement-See the results adjust” rule.
I always follow this rule to get noticeable results. First, implement some changes and then track how they work, later adjust them accordingly. – Umair Akram
I had gotten the company to a point where it was myself and a small team and we were doing really well. At that point it was important to start thinking about the future. Before the re-brand we were Attorneyrankings.org and I think we could have grown that to a multi-million dollar brand easy in the next few years but after that would we be held back because we only focused on the one vertical?
We hooked up with a specialist (Jason Swenk) who works with agencies on honing their brand and services. We sat through a number of sessions with Jason and we were really able to evaluate what our long-term vision for the company was and where we wanted it to go.
I would also say this is part strategy and planning and part waving my hand through a dark room trying to find the light switch. Myself and my team have come up with a plan, we bounce ideas off of each other and we are moving through this rebrand process in the most efficient, non-jarring, and professional way possible based on our own experiences and those of other businesses who have gone through similar changes. – Chris Dreyer
First, I would talk to the team, what kind of company do they believe we’re building. Then talk to our power users, why do they use our service? Then I would bring in 4-5 of the smartest people I know and brainstorm ideas. Lastly, I would talk to my friend and cofounder Mathias Eriksson, a true marketing wiz and the two of us would hammer out the strategy. – Niklas Laninge
So it all starts with understanding who the ideal customer for the brand is. What is it that they sell and who do they want to sell it to out of everyone? When I say this, I mean getting as specific as: 19 year old male with black hair living in the midwest.
You can’t create a marketing or branding strategy without knowing who exactly you are marketing to. Once you figure out who you’re marketing to, it’s about figuring out where the cheapest and most effective ways to place your campaign would be so that you can get the best results out of it. – Jeet Banerjee
This could easily be the topic of a whole 6 part series of articles, all 700+ words each. Let me try to give you a simple bullet outline to cover it:
a. Develop a list of the core values / messages for your company. This at the heart of any rebrand.
b. Start thinking about visual styles, fonts and colors that line up with those values and messages.
c. Develop logos and templates that fit the prior two points.
d. Roll those out organization wide.
e. Next, start thinking about the types of content that will align with the prior 4 points.
f. Make sure you have the subject matter experts (SMEs) that can develop that type of content.
g. Work out a media plan as to where and when you can publish content that supports your brand. Make sure you pursue the effort of building relationships with media people and persuading them of the value of your content to their readers on an ongoing basis.
h. In parallel, build relationships with influencers who can accelerate your visibility.
i. Rinse and repeat the above and watch your brand, reputation, and visibility grow.
So this is a very brief outline of what’s involved, but it does cover the main steps in the process. – Eric Enge
My brand strategy would start with identifying the five characteristics, traits, etc. that you want your brand to represent. Then figure out your target market/audience. Lastly, figure out how to communicate your five traits in order to best serve your target market/audience. – Zeb Welborn
Research what products and services we sell. Research what our customers needs and wants are. Research where they gather online, what types of content they consume, who they follow, etc. Build personas, content and web assets around customers’ inbound needs. Where applicable test social media advertising. Use social media (growing the fanbases) to distribute content and build relationships with customers. – Mary Green
People pay us hundreds of thousands of dollars for this process! I actually wish it were as simple as just writing down the steps. As with most things, it depends. Are you doing a complete redesign? Are you just doing a refresh? Do you need new messaging and new brand standards and a new website?
What kind of software are you using? Does it need an update? What does your email marketing look like? Does it need to be updated? What are you doing for other types of marketing? What’s working and what’s not working?
Our process includes a two-day session. The first day we spend answering these (and more) questions. The second day is brainstorming and then putting costs, deliverables, and responsibilities against them. – Gini Dietrich
Probably pick a name for the company first, ensure the domain is free on .com and .au. Work on high quality logos and content for the new business and then run some PR when it is ready to go live. – James Norquay
Step 1: I’ll start looking for what they already have that we can use/repurpose/improve.
Step 2: Check on what the main competitors have (content assets, existing relationships/partnerships, services/products/features, etc…). Assess the areas that the client can do way better.
Step 3: Execute based on what we can do better. Make those areas the brand’s unique selling point. Do we have better products? Better community? Better content?
Focus efforts on emphasizing the client’s strengths:
- Build more support content that will highlight these areas (example: extensive guides/tutorials or case studies on their services/products).
- Establish strategic partnerships with other publishers/businesses that will be beneficial to both parties (co-create content/freemium products, or use their connections by getting links from where they have links as well).
- Build a more robust community by consistently providing what their community needs (like content that are relevant and useful to them). – Jason Acidre
I believe branding is very important, even for a one-person business like mine is. I would start by comparing what the company’s present branding message is vs. how it’s perceived by others (customers, fans, prospects, the marketplace, etc). In most failed branding cases, the message the company is trying to convey through their branding isn’t how the customer is interpreting it. A great example of this is when Tabasco Sauce decided to release a green milder version of their classic red pepper sauce.
They initially named name it Tabasco Jalapeno Sauce. Even though the sauce was much milder than the original, the word “jalapeno” conveyed to buyers that it was actually hotter! After getting a cold reception (no pun intended, OK maybe) they re-branded it Tabasco Green Pepper Sauce and included the caption “milder jalapeno” on the label. Once they solved this simple branding miscommunication it became a hit. – Bill Burniece
I would get to know the company first. Understand their ‘why’. Get a feel of their existing culture or the culture they want to promote. Listen to the conversations within the industry. Find opportunities to join the relevant conversations.
Find opportunities the company and its product or services can be of help to their market. Create a clear and solid plan. Set up the platform and systems needed in executing the plan. But have some room for improvements. Then the rest would be more on listening, engaging and offering ‘jabs’. – Rey Baguio
Define brand objectives, goals, and then get a feel for the look. Name it. Conduct color studies. Produce 3 rounds of logos to get it close to perfection. Perfect the logo. Build the Brand Bible including all elements to include logo, fonts, colors, etc. Brand Strategy. Now, it’s onto the fun stuff like websites so that the world can see including the public relations campaign. – Christi Tasker
Define their target customers. Know their demographics and psychographics. Then redesign the company’s brand, product, and marketing message, to fit that target market. – Fitz Gerard Villafuerte
Analyze the competition. Create better content than the competition and find what your audience is looking for. Have a nice site with valuable and engaging content for your audience. Set up social profiles to go along with the site. Start guest blogging and getting coverage on other relevant industry sites. All of this will come together and start growing a nice brand and following for the company. – Zac Johnson
Honestly, I’m just not a big branding person. My approach it to understand your ideal clients, find ways of connecting with them, nurturing your relationship with them, winning them as paying clients, then delivering tremendous value to them. Do that and your brand will take care of itself. – Ian Brodie
Well, this maybe is too complex to go into the details in this context. The broad process is as follows:
1. Create a clear brand mission and vision of how the company wants to be perceived.
2. Create a customer avatar and get an idea of who the ideal audience is.
3. Create and implement a new branding strategy, including a website redesign from scratch and a new logo, new communication guidelines, and other small things.
4. Update all connected social media profiles and change logos on paperwork and other stuff.
I know that’s very broad, but it gives a good idea of how I’m handling this. – Jan Koch
Because it is harder than ever to retain people’s attention, we don’t have a lot of time to shape the image of our brand in our potential customer’s minds. Therefore, it’s very important that we are very particular in what we want them to remember about us – and we do have to be memorable.
I think it all starts with making it immediately clear what your brand stands for – what core values you represent and what you have to offer. Nobody remembers average, so it’s better to be exceptional at one or two things than it is to be mediocre at everything. – James McAllister
OK, this is something I get asked a lot as a web designer. What’s my process? For me, the most critical elements of redesigning a brand strategy, is to have a 100% clear-cut understanding of a company’s vision.
So if this was your company for instance, I would need to know and really understand your company’s marketing message. I would also need to know about your company’s core value proposition.
It’s OK coming up with a snazzy cool brand image or identity that stands out like a lit-up Christmas tree in the middle of July, but if it doesn’t communicate with your audience, your company’s message, visions, goals, objectives then it isn’t worth anything.
I think I see it that way because of my background and experience as a marketer, and not just as a website designer. Understanding the “values and core message”, a company wants to send out to it’s customers, will assist me better in redesigning a brand strategy that will communicate this over to it’s prospects more effectively. I hope that made some sense. – Fabrizio Van Marciano
The first and most important thing to do with redesigning a company’s brand strategy from the ground up is to identify your online target market. Your logo, web design, content, PPC campaigns, Facebook marketing strategies will all come down to your target audience profiles. – Devlin Duldulao
My action plan would involve these things:
Make the company more approachable: People should know whom to approach and who’s accountable for what in a company, so in case they have some query or questions they would know who to ask rather than spread bad information about the company and it’s non responsive support system.
In order to maintain a good public image any company should have happy customers/users. If the core user group is unhappy then there’s no point of even doing business for new users in an environment like that!
Have a direct connect with the customers: Look at Apple, they are so successful as a brand only because the brand itself evokes a very strong emotion in its consumers. People don’t just use their products, it becomes part of their life.
Make people’s lives easier in any way possible and evoke certain human emotions in them. A brand without a direct heart to heart connect isn’t a brand.The users should associate a specific feeling to what you are doing, what they feel about your company is what matters in the long term as this translates to more preference for your services and products!
Let the users spread the word: The best marketing is one where you don’t have to spend even a dime. As one of my great entrepreneur friends once said, “Everyone is fighting a price war. Fight for quality.”
Don’t cheapen your prices just because it’s competitive out there. Focus on quality and user retention, everything else falls into place as one happy user means a lot of other opportunities for the people around him/her. – Aditya Nath Jha
I don’t know that I would be much help with this. Both of my brand names Mr. Midway and The Blind Blogger were given to me by friends and fans of my work. But I guess the place to start is with what question you will answer or what problem you will solve. Put the focus on your customers or potential ones and you will never go wrong. – Maxwell Ivey
I’d focus on figuring out what the brand is, what it does, what it contributes with and to whom. Without identifying and analyzing all this background, you won’t be able to know what to do, how and whom you want to target. – Marko Saric