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Effective Brand Strategy Guide

The document outlines steps for developing an effective brand strategy, including defining the brand, building buyer personas, setting SMART goals, choosing digital marketing strategies, setting a budget, brainstorming the strategy, launching campaigns, and tracking results. It emphasizes determining the brand's unique selling points, voice, and value proposition as well as researching target demographics and motivations. Goals and strategies should offer value and focus on relevant techniques for the business and industry. Campaigns should be guided by a content calendar or ad spend plan and include proper tracking. Performance is monitored using analytics tools to evaluate return on investment.

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19 views2 pages

Effective Brand Strategy Guide

The document outlines steps for developing an effective brand strategy, including defining the brand, building buyer personas, setting SMART goals, choosing digital marketing strategies, setting a budget, brainstorming the strategy, launching campaigns, and tracking results. It emphasizes determining the brand's unique selling points, voice, and value proposition as well as researching target demographics and motivations. Goals and strategies should offer value and focus on relevant techniques for the business and industry. Campaigns should be guided by a content calendar or ad spend plan and include proper tracking. Performance is monitored using analytics tools to evaluate return on investment.

Uploaded by

waqa
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Brand Strategy

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Define your brand: Outline or use your brand guidelines to define your brand and how it’ll
come through in your online campaigns. Think about your unique selling points (USPs), brand
voice, and value proposition.

Funny vs. serious - Is the writer trying to be humorous? Or is the subject approached in a
serious way? (Note that for our purposes, this dimension was only the attempt at humor. We
didn’t evaluate if the writers successfully landed their jokes.)

Formal vs. casual - Is the writing formal? Informal? Casual?  (Note that casual and
conversational are not necessarily synonymous, but they do often appear together.)

Respectful vs. irreverent - Does the writer approach the subject in a respectful way? Or does
she take an irreverent approach? (In practice, most irreverent tones are irreverent about the
subject matter, in an effort to set the brand apart from competitors. They are not usually
intentionally irreverent or offensive to the reader.)

Enthusiastic vs. matter-of-fact - Does the writer seem to be enthusiastic about the subject? Is
the organization excited about the service or product, or the information it conveys? Or is the
writing dry and matter-of-fact?

Brand Voice – Authentic; Caring; Trustworthy; Empathy;

Build your buyer personas: Determine who your business wants to reach with custom buyer
personas. Think about user demographics, as well as the motivations that drive people to
choose your company, products, and services.

Create your S.M.A.R.T. goals: Use specific, measurable, achievable, realistic, and timely goals
(also known as S.M.A.R.T. goals) to guide your strategy. Think about your organization’s short-
and long-term goals for growth.

Choose your digital marketing strategies: Pick the best strategies for your business. Focus on
the techniques that offer the most value for your business and industry, versus trendy
strategies.
Set your digital marketing budget: Research digital marketing pricing to build a realistic budget
for your business. For reference, most businesses spend $2500 to $12,000 per month on online
marketing.

Brainstorm your strategy: Guide your strategy to success by planning your strategy. If you’re
advertising, determine your ad spend. If you’re publishing content, build your content
calendar.

Launch your campaigns: Following your planning, launch your campaigns across channels.
Ensure all your channels feature the appropriate tracking information. Your website, for
example, should feature your Google Analytics tracking code.

Track your results: Monitor and measure the performance of your strategies by tracking their
performance. Use tools like Google Analytics, Google Search Console, and Google Ads to keep
a pulse on your strategies and their return on investment (ROI).

Empathy Map (hat/cap)

Says Thinks

Does Feels

Checks website

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