8 strategies reduced to one
It has been suggested that bringing a brand to life involves eight strategies:
- Realise the importance of brand
- Take inventory
- Funnel and simplify
- Brand identity
- Implement internally
- Implement externally
- Measure
- Protect and maintain
I would argue that there are, in the simplest terms, two critical stages in creating a brand:
- Defining it
- Living it
Ideally, defining the brand involves working co-operatively or even collectively with the primary target market to define a brand that will maximise all of the objectives discussed in the last blog in this series. Living the brand involves creating a culture that can bring the brand to life.
Defining the brand involves:
Defining the brand involves:
- Defining the audience
- Understanding the audience to be targeted
- Defining the brand according to the expectations of that audience
Living the brand involves creating a culture by:
- Employing the ‘right’ people
- Engaging and incentivising staff
- Monitoring and providing feedback to staff
This is all part of one strategy – the branding strategy. The branding strategy involves defining the brand and then bringing it to life.
RECOMMENDATION – Understand and embrace the ‘brand-culture’ continuum, recognising that the brand defines the culture and the culture brings the brand to life.
EXTRACT FROM – THE CULTURE – BRAND CONTINUUM
– To be published in October 2020 – CLICK HERE
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