When saying the same thing, only louder, isn’t working
“Why do I need brand strategy? I'm just looking to refresh my brand and do some PR to get the word out.”
Brand strategy is not one of those disciplines that sells itself. PR, content, design, messaging, creative campaigns, social posts - those are fairly easy to grasp and see tangible results. But the strategy behind those communications? That can be a more difficult conversation.
Establishing definitions and processes around the what and why of brand strategy is key to understanding how it can help connect brands to their audiences and reach them where they are.
It’s often helpful to start by asking what the company is trying to solve for. Usually, it's something like, “We’re not reaching our audiences,” “We have different sales stories for different audiences,” or “We need messaging to help us stand out.”
The follow-up question (usually asked much more tactfully) is, “Do you think saying the same things you’ve been saying, only louder, is going to work?”
To break out of the communication rut (saying the same things over and over again and expecting different results), one of the first things to do is understand what makes for a powerful brand strategy and ownable brand story.
Is your brand story relevant and meaningful to your key audiences? Does it ring true? Does it address audience motivations and/or overcome audience barriers?
Is it compelling? Does it capture your audiences' imaginations and pique their interest?
Is it differentiated from competitors? Can you own a unique space in your audiences' minds that matters to them?
Is it comprehensive? Does it cover everything you want to say and empower you to communicate consistently at every level?
There are lots of other elements and definitions that inform the process, but examining the why behind it – reaching audiences where they are – is a great first step toward understanding the power of a fully thought-through brand strategy.
