A Quick Lesson on Branding Part 2 - Completing the Brand Brief
By Sharon Braso Lewis
Now that you have created your Brand Statement and figured out who you are, you can explore what unique value or promise you have to offer. What is the one thing that you have that no one else does? And even if they create and follow your business plan, they will still never have this.
April Beach at Sweetlife Co. recommends doing a SWOT Analysis (Strength, Weakness, Opportunities, Threats) as another tool to guide your thought process.
- Strengths: What do others identify as your your biggest strength?
- Weaknesses: What are people likely to see as your weakness?
- Opportunities: What new trends are in your field? What do you see growing?
- Threats: Can be lack of funds, competitors strengths, lack of longevity in the field (age/health limitations).
Think about ways you can utilize your strength as opportunities or convert your weaknesses or threats into strengths and opportunities. An example of a conversion strategy is to find new markets.
WHO IS YOUR COMPETITION?
Research where your target is going other than to you:
- Other Athletes
- Spending on print ads
- Social Media
- Who are they following
- Who do they admire
- Where are they going for inspiration or instruction
HOW DO I REACH MY AUDIENCE?
April advises that you must really know your targets: where they shop, what they wear, what makes them sad or happy etc.
Reach them where they are now!
- Competitive/ Professional online presence with website and social media
- Increase user experience on-line for your fan base
- Have great SEO (Search Engine Optimization)
- Develop professional digital pitch
Allow your audience to be part of your story.
- Open doors for early adopters and first fans to feel important and appreciated
- Stay humble and gracious
Figure out what your channels are and begin to develop your communication strategies. April strongly recommends a website. But also consider blogs, videos, instagram and other forms of social media that you feel will help you reach your marketing goals. Then execute on your marketing plan!
- Position yourself as ___
- Build Brand Awareness
- Design a website to ___
- Capitalize on ___
REVIEW: WHAT DOES YOUR BRAND BRIEF LOOK LIKE?
- Objective: Why are you doing this?
- Description: Who are you? What Makes you different?
- Target Audience
- Brand Statement
- Competitive Positioning/ Unique Value Proposition
- Communication Strategies (Your PR Marketing Plan)
Remember that your Brand Brief is your roadmap. Continuity and speaking with your brand voice is important. April recommends to always check all external communications against your Brand Brief. Does it speak to your target audience? The correct message? The right tone?
I’m going to end this with a few thoughts I picked up from Seth Godin who is a marketing genius.
Don’t worry about the big picture. Start small. …"Can you create value for 3 people? …If not, then how can you do it for 50,000 people?…It doesn’t get easier. It gets the same.. The win, the giant opportunity is to change 1 person, teach 1 person, influence 1 person. Find a market where someone needs what you have."
“It is about engaging in people that trust you, delivering value to them and making enough money to do it again.”
Brands that keep their promises are consistent and earn trust. You have a brand weather you want one or not. People will brand others as the impatient customer, short term hustler, the know it all, the lazy kid etc. Your brand is a story and its a story that helps people tell themselves about you. Your appearance, hand shake, promises kept, how tall you are, how you spell your name etc. are all parts of the story others tell about you. Most of those stories will be unfair and are never true. No one knows you better than you. Each person has their own story they tell about themselves. If your brand or your story does not match with someone else’s story they tell about what they are doing then, it is likely, they will not buy from you. Therefore, it is important to identify with your audience and work hard at listening to what others tell you they need from you so you can position yourself as the one that can deliver on the promise they want you to make.
You are in control of the story you put out there. Be the change that you are seaking in the world.