My guide to developing a brand strategy

I love this line by Jeff Bezos.

      Your brand is what other people say about you when you're not in the room.

It's a powerful reminder of the impact a well-crafted brand can have.

In today's competitive world, developing a winning brand strategy is not just a choice; it's a necessity.

Developing a brand strategy is an easy thing to complicate so let's keep it simple.

      Your customer is the hero, not your brand. Understand their challenges and aspirations, and position your brand as the guide that can lead them to success.

Your brand is the Yoda to their Luke Skywalker, the Gandalf to their Frodo.

1/ Defining your brand identity

Your brand's identity is its DNA. Clearly define your brand's mission, vision, values, and personality.

Think of Nike, with its mission to inspire athletes worldwide, its vision for innovation, and its values of performance and sustainability.

Their unique personality makes them a global symbol of empowerment and sports excellence.

2/ Identifying the problem

Your brand strategy should address a real problem your customers face. Dive deep into their pain points and challenges.

The clearer you define their problem, the more compelling your solution becomes.

• Starbucks redefined coffee by providing a cozy space beyond home or work.
• Airbnb connected travelers seeking unique stays with space-owning hosts.

Remember, a hero needs a problem to solve.

3/ Crafting the perfect plan

With the problem in focus, now it's time to craft a simple, actionable plan that feels like a roadmap to success for your customers.

Apple comes to mind here, they designed a user-friendly ecosystem with simple, interconnected devices.

Think Amazon, they streamlined online shopping and made it easy with one-click purchasing.

4/ Craft a compelling brand story

Stories captivate and engage people. A well-crafted story fosters an emotional connection with your audience.

Think Coca-Cola, whose timeless narrative of happiness resonates with audiences worldwide.

5/ Measure and Refine

Monitor the success of your brand strategy through key performance indicators (KPIs).

Metrics like brand awareness, customer loyalty, and market share can provide valuable insights. Use this data to refine your strategy continually.

One last thing

Paint a vivid picture of what life will look like once your customers follow your plan and take action.

Help them see the benefits and outcomes they'll enjoy. Success is the reward for those who trust your brand.

‍- Hamza