As we prepare to discuss the components that make up an organisation’s brand strategy, let’s first align on the process we’ll follow to ensure your organisation has a clear identity.
To create a clear identity and effective communication so they can further their mission, organisations should follow the following process:
Once your organisation is confident in its brand architecture and is able to differentiate between its parent brand, possible sub-brands, and products, then it’s time to solidify a brand strategy for the parent brand, and possibly for the sub-brands as well. If your organisation has not reviewed its brand architecture, I’d encourage you to look at the course titled “Creating Alignment”.
During this course, we’ll discuss each component that makes up a brand strategy, beginning with defining your organisation’s target audience and persona, then determining its promise and benefits, and finally defining your organisation’s personality. Once we have this strategy in place, we can use it to influence how our audience experiences our organisation and the best way to communicate with them.