You're trying to build a brand from scratch. How do you make sure your strategy is effective?

When you’re trying to build a brand, you need to get super clear on the foundation you’ll be building on. Your purpose (or purpose statement), should will hone in on the vision you have for the brand & why you’re even starting this business in the first place. The clearer you are - the easier it is to articulate how you’ll uniquely serve your specific market - and when you have clarity on these foundational aspects - you’ll definitely be able to build a brand more effectively.

You're in the Problem/Solution Business. Every business is. So what problem are you going to solve? That's your purpose. Your reason for being. And it can't be about you. It has to be looking outwards at others. Your messaging can't be a Hallmark card to yourself. It has to be an invitation to others. A way you can help make their lives better.

Think of it this way: when you genuinely infuse your purpose into all your marketing efforts, you're not just making campaigns; you're developing trust, loyalty, and friendships with your audience. It's about proving to them that you're more than just a business; you're a companion on their journey, a dependable source they can count on, someone who understands them.

Defining your purpose is the bedrock of strong branding. It's more than just 'why you exist' – it's the difference you make in the world.

When establishing a brand from scratch, effectiveness is paramount. Take Warby Parker, for instance. They identified a gap in the eyewear market and crafted a compelling brand story around providing affordable, stylish glasses. With a consistent visual identity and innovative marketing like the home try-on program, they resonated with customers seeking both fashion and affordability. By prioritizing customer feedback and data-driven decisions, Warby Parker continuously refined their strategy for maximum impact. Following similar principles, understanding your audience, telling a compelling story, and utilizing innovative marketing tactics can ensure the effectiveness of your brand strategy.

Market research is an ongoing process, not a one-time event. Continuously gather data, analyze trends, and adapt your strategies based on the evolving market landscape. By staying informed and customer-centric, you can make informed decisions that drive long-term success for your business.

Account for the privileges in your own life that would skew (and thus, limit) your understanding of market behaviour and subsequent promotions. Offset your privilege by hiring and listening to diverse voices who can fill knowledge gaps instinctually due to their lived experiences. Self-awareness of the extent of one's privilege is not common, so it is wiser to assume you don't have it. Diversity can thus also be a control for the hubris that might emerge from one's tunnel vision.

When researching your market, you want to shift beyond your own perception & ideas - and actually connect with the target market to understand them more deeply. One client I had, thought her client was on one platform, after market research, it turned out that her client was actually on a completely different platform to the one she has chose for them. Also, when you’re researching the client - you want to delve beyond the basic demographics, and really get focused on understanding them at a much deeper level. We also find it helpful to establish client avatars - in order to have a visual of the kind of person you’re building the brand for.

To research your market effectively, use both quantitative and qualitative methods. Quantitative data from market reports and analytics tools gives insights into market size and trends. Qualitative data from interviews and surveys helps understand customer needs. Analyze competitors' products and strategies, and monitor social media for real-time feedback. Combining these methods gives a clear picture of your market, helping you develop a targeted brand strategy.

Knowledge is power in the world of branding. Conduct thorough research to understand your market dynamics, consumer preferences, competitors, and industry trends. Dive deep into demographic data, conduct surveys, and analyze social media conversations to gain valuable insights that will inform your brand strategy.

This is where we help our clients marry who they are, to the kind of client they want to attract. There is a fine balance required here. As you want to pull through the essence of the brand, but in a way that it attracts the ideal client.

Your brand identity is a living, breathing entity, It should evolve alongside your business and market landscape. Regularly assess its effectiveness and be prepared to adapt as needed. The most powerful brands are those that are true to themselves. Don't try to be something you're not, or you risk losing your audience's trust. By going beyond the basic steps and considering these unique insights, you can develop a brand identity that is not only distinctive and memorable but also authentic, impactful, and resonates deeply with your target audience.

Your Brand ID is Your Campaign Button It should reflect who you are and what you want to be. More importantly, who your audience wants to be. It's an invitation to join a set of beliefs. Values. Functional and emotional. Just make sure not to break any of your campaign promises.

Your brand identity is the visual and emotional representation of who you are. It encompasses your logo, color palette, typography, and overall aesthetic. Take the time to create a distinctive identity that reflects your brand's personality and resonates with your target audience. Consistency is key - ensure your identity is cohesive across all touchpoints.

Crafting a powerful message is an ongoing process. Experiment, gather feedback, and refine your message based on your audience's response. Your brand message should be a dynamic conversation, not a static statement. The Value Proposition Canvas is a great framework, but remember it's just a starting point. Don't get bogged down in the details. Use the canvas to spark creative thinking and refine your message iteratively. The USP (Unique Selling Proposition) Formula can be helpful, but avoid a narrow focus on "unique". While differentiation is essential, focus on the compelling value you offer, even if it's not entirely unique.

The brand essence we spoke of earlier, needs to come clearly through in your messaging - so that the brand feels consistent at every interaction. If your essence is a warm, friendly, family feel… then the client shouldn’t feel intimidated by your words (as an example).

When I work with clients, I always develop a brand persona. This process ensures consistency, whether it's for a business or personal brand. Define your brand's tone of voice, values, and traits to resonate with your audience. Tailor your messaging to their needs and preferences. Develop a consistent brand voice across all channels. Incorporate storytelling to humanize your brand. Continuously measure performance and adapt based on insights to ensure your message effectively communicates your brand's values, driving engagement.

Craft the Hell Out of It Even in the age of AI, great messaging requires the human touch. Craftsmanship. Because before anyone buys what you're selling, they have to believe in you. Feel you. And what you say has to come out in how you say it. From your strategists to your analysts right down to your writers and artists, make sure everyone who touches your messaging, leaves a soft touch.

Your brand message is the essence of what you stand for and what you communicate to the world. It should be clear, concise, and compelling. Identify your unique value proposition and articulate it in a way that speaks directly to the needs and desires of your target audience. Your message should evoke emotion, inspire action, and differentiate you from competitors.

Starting small and focusing on one channel that resonates with your audience and where you feel comfortable is key. Don't overthink it—just start creating content. Patience is crucial; track your content's performance and replicate what works. Eventually, aim to publish across multiple channels with tailored content. Spend most of your time developing one key long-form piece, then repurpose it for each channel's preferred media style. This approach maximizes your reach and engagement while maintaining consistency and efficiency in content creation.

Remember, your audience is multi-dimensional. People might not engage with you on the same platform at every stage of their buying journey. Consider using a combination of channels to reach them at different touchpoints.

How to choose the right channels to build a stronger brand, reach a wider audience, and achieve your goals: - Know your target audience: Understanding their demographics, interests, and online behavior is crucial for identifying relevant channels. - Analyze your competitors: Observe which channels your competitors use and how they engage with their audience. - Consider your brand objectives: Define your goals, whether it's brand awareness, customer acquisition, or community building, and choose channels that best support those goals. - Evaluate your resources: Be realistic about the time, budget, and manpower you can dedicate to managing different channels. - Measure and adapt: Regularly monitor the performance and adjust your strategy.

More than ever, the Medium is Now the Message Unfortunately, when it comes to most digital work, the medium is saying, I’m mechanical, unfeeling and transactional. A product of A-B testing with D-F grades for engagement and connection. No matter how basic the message, it should be said well, and look crated, so your brand doesn’t look cheap and unappealing. Apply your craft to every message on every platform.

In today's digital age, there are countless channels through which you can reach your audience - from social media platforms to traditional advertising channels. Choose the channels that align with your target audience's preferences and behavior. Focus on quality over quantity - it's better to have a strong presence on a few select channels than to spread yourself thin across too many.

A successful brand strategy is one that can be measured and optimized over time. Set clear, measurable objectives for your brand, whether it's increasing brand awareness, driving website traffic, or boosting sales. Use analytics tools to track your progress and gather insights into what's working and what's not. Continuously iterate and refine your strategy based on data-driven insights.

Without measurement, it's impossible to determine if your brand-building efforts are actually working. The market and consumer preferences are constantly evolving. Measuring your brand performance allows you to track these changes and adapt your strategies to remain competitive and relevant in the long run.

Through the use of a feedback loop, you have the opportunity to create more than just a brand. You can craft a unique experience and a story that continues to evolve, shaped by the perspectives and voices of those who matter most. Each round of feedback provides valuable insight that can help you refine your strategy, making it more resilient and aligned with the needs and desires of your audience. With each conversation and lesson learned, you have the power to create a brand that truly stands out and is worth remembering.

I think it's important to remind ourselves that brand doesn't live with our marketing team. Brand is what people (internal and external) think of us. As we do business, it's important to be consistent, to deliver on our promises, to let our yes be yes and our no be no.