Having a solid strategy is always the best place to start
Whether you need to refresh your logo, update your website, or are building a new marketing campaign, the approach should always be strategy first.
If you think about some of the most well-known brands, why are they effective? It’s because the company has a clear vision of what it wants the brand to be known for. All communication touch points are aligned with consistent messaging and delivery experiences.
Although this sounds like an easy task, knowing how to truly leverage your unique selling points over your competitors takes experience, skill, and a great deal of strategic thinking.
What should you consider when developing a strategy?
Strategy can cover a lot within your business plan. Looking at your organization objectively, it’s best to start with:
A rigorous strategy serves as a sturdy framework laying out how the company will achieve short and long-term business objectives. This then supports the development of your brand strategy, your marketing strategy, and your website strategy.
What is a brand strategy?
A brand strategy considers how your customers will perceive you. Is your brand seen as youthful, fun, and energetic? Or will being seen as more established, mature and thoughtful work better to connect with your audience? When building your brand strategy you should consider:
Tone of voice
These will feed into your brand elements, like your name, tagline, logo, messaging, and other brand visuals.
What is a marketing strategy?
A marketing strategy captures how your organization plans to reach your target audience and convert them into customers. How do you build brand awareness? What are your product’s features and benefits? What will compel them to buy? Where is the best place to reach them? Your marketing strategy should include:
Marketing goals or sales targets
Marketing budget / media budget
Your marketing strategy will enable you to develop and execute effective marketing tactics to support your business goals.
What is a website strategy?
Your website is one of your most searched sales representatives. Make it one of the most successful with an effective website that understands what problems potential clients are experiencing. Next, position the solution in a natural, easy to find manner with clear calls to action that converts them into a sales lead. A clear website strategy looks at:
Target customer profile
Challenge / solution positioning
Clear calls to action
With a complete website strategy, you have detailed requirements to begin designing a new website for your organization.
Our experienced brand and marketing strategists are here to help
A well thought out strategy for your branding, marketing and website is worth the effort. It will save you in the long run, keeping your branding and marketing activities on track with your larger business goals.