Brand Strategy

In this hyper-connected world with so much noise and competition, branding and marketing have grown dramatically in influence and importance. In fact, since 2005, global marketing spending has increased 45% to approximately $585.5 billion. Brands help people distill information, simplify choices, and make decisions. They help us cut through the clutter.

What is the difference between Clorox household bleach and a generic brand of household bleach? The price is one obvious difference. On average a gallon of the branded Clorox bleach is $3.97. Its generic competitor is about $1.55. What do you think makes intelligent shoppers choose a brand over a generic version? In a nutshell – a branding strategy.The Clorox vs. generic bleach has been an ongoing debate and a great brand strategy example.What is brand strategy? Brand strategy is a plan used across multi-media platforms that communicate a message to the consumer. The message can be direct or indirect. The goal is stand out in the marketplace, be top of mind for a specific product space and make the consumer feel great about his or her choice of the brand/product.

A brand strategy template would begin with a brand positioning strategy. The brand positioning strategy is developed by determining several factors from audience demographics to pricing. One of the best tools to use as a first step is Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Pott Hartwell and Joshua C. Chen. The authors include 60 archetypes with definitions and attributes. Some notable brands/archetypes include Volkswagen/Explorer, Schwab/Sage, Nike/Hero, etc. Zeroing in on an archetypal character to personify a brand makes sure that all departments clearly understand the brand strategy in order to develop a design strategy.

Branding Across Mediums 

Any brand building strategy will include customer touch points from social and online to print, television, or radio. A brand marketing strategy is the second step in becoming a branding strategy expert.

Knowing what motivates the consumer should also never be overlooked. Some companies build a brand development strategy around the product, dress it up and throw it out onto the shelves. To be successful, strategy design should be developed with the eyes of your audience. Your brand strategy template should include these questions: – What problem is my brand solving for the consumer? What will motivate the buyer to choose my brand over competitors?

If you don’t have four hours to spend in one afternoon for the entire collection, choose Chermayeff & Geismar’s Identity Design Process Revealed On Demand Master Class first. Sagi Haviv is a genius. His brand strategy examples are inspiring. The agency has also worked extensively with some of the world’s more recognizable businesses, developing their corporate brand strategy.

Does a Branding Strategy Smell? 

According to branding expert, Joe Duffy, a brand marketing strategy should include all consumer interactions once it’s launched in the marketplace including sights, sounds and smells. Strategy design takes into account packaging design and marketing as it enters the market.

Brand Thinking and Other Noble Pursuits by Debbie Millman, challenges the traditional brand strategy definition. Millman interviewed 20 world leading designers on their views of corporate brand strategy verses a singular brand building strategy. Can a product brand separate itself from the corporate brand? And, how do corporate leaders/your clients answer, “What is brand strategy?” Their definition will determine your success.

Becoming a branding strategy expert may leave you with more questions than answers. Millman points out, “We are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it’s good or bad, the real question is why we behave this way in the first place.”

For companies big and small, brand teams need to ensure that consistency is the name of the game. Consistency is one of those non-negotiables for great branding. Delivering design, messaging, and values – along with all of the key components that shape how the world sees your brand – with clarity and consistency across every single touchpoint is an absolute must. This is especially true for companies with global reach; what happens in offices from New York to Singapore should follow the same recipe, always.