How to Build a Brand Strategy Part II - Defining

How to Build a Brand Strategy Part II - Defining
Srdjan Kali

Article by

Srdjan Kali

Jan 23, 2020

5 steps in defining your brand.

The first stage in creating a brand strategy is the analysis phase and I wrote about it in the text: How to create a brand strategy Part I - Research

After the analysis and dissection phase, it will be much easier to define all those items that serve as the main identification of your brand. The hardest part is just articulating what you want to achieve and how.

In this article, I will go through the 5 most important steps in defining your brand.


Step 1: Defining or redefining intrinsic values

After analyzing the values, you should come to an agreement with Why, What, and How you do.

Define clearly:

  1. Vision - Why do you exist? - A vision is something where you want to be, something like a long-term plan and not necessarily measurable.
  2. Mission - What are you doing? - A mission is a specific goal that you strive for on a daily basis and answers the question of Who, What, and How.
  3. Brand Value - How Do You Work? - What are the ways and methods you apply to which you give value to the industry and its customers?

These values ​​are at the heart of all your brand communication.

Example: Let's define these three values ​​in one imaginary brand that deals with making wedding invitations.

Vision: Make all wedding invitations unique without sacrificing any single tree.

Mission: Best design possible, fastest service, most satisfied newlyweds.

Values: Designed invitations designed by our newlyweds. We only make invitations on recycled paper.


Step 2: Positioning

After analyzing the competition as well as identifying customer needs, you should have a clear picture of what you are doing better than anyone.

Answer the question: What sets you apart from all other businesses in the industry?


Step 3: Designing the motto

The motto is actually a text logo.

It should represent the sublimation of value and your greatest strengths.

The best mottos are flexible ones that allow them to communicate different messages for different personas of your brand that you have specified.


Step 4: Main Brand Benefits

What are the main brand features that you want to communicate that set you apart?

For example:

A catering business can build a brand emphasizing 4 benefits:

  • Unique flavors
  • Healthy ingredients
  • Different recipes
  • Modern national cuisine.


Step 5: The brand voice

The brand voice is the tone you are addressing and it should be in line with how you want your brand to be perceived.

For example:

If you want your brand to be perceived as fun, funny, quirky, the tone you are addressing will be accordingly. This means that the language of communication is informal, ingenious and humorous.

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