Brand Strategy

Developing a brand strategy can be one of the biggest challenges facing a businesses but is a necessary step in the creation of the identity of a company. AbsoluteBrand can help in this vital process, leading to a consistent communication of the brand identity through various mediums.


AbsoluteBrand examines many aspects of a company while developing an effective brand strategy. There is an emotional context that needs to be built in connection with the company’s overall mission and beliefs. Examples of these are:



  • Brand Definition

  • Brand Mission

  • Brand Values

  • Brand Personality

  • Brand Promise


There is also the business context that needs to be developed and work cohesively within the company. Examples of these are:



  • Objectives/Goals

  • Target Audience

  • Competitive Landscape

  • Advertising/Marketing

  • Continuous Improvement


AbsoluteBrand uses this information to develop a brand strategy that consumers can positively relate to and eventually build an emotional loyalty to. This emotional attachment is the critical result of a successful branding strategy.


Building on the inherent values of a brand should be the core of any branding strategy. If they’re not clear, get a good grip on them first. Is the brand about honesty or integrity? Quality? How about excellent communication and customer satisfaction?


Knowledge of a company’s values, at least in a literal context, is typically an internal matter; yet, those values become evident to everyone in contact with the company, from customers and prospective customers to business-to-business relationships and employee relations. Consistency is the key here. If members of the organization aren’t accurately representing the values of the brand, steps must be taken to rectify the chink in the armor. And unlike a brand’s key business proposition, values should never change even though the landscape in which the company operates and even its products may.


Developing Your Brand Strategy Email Course


If you are ready to begin the development of your brand strategy, but need guidance and feedback the Brand Course is just for you. Each week you will receive a new lesson delivered to your email box and assignment to complete. When you have completed the assignment you will post the assignment and I will review each lesson and coach you through the 6 weeks, by the time you have completed the 6th week you will have created your Brand Strategy.


What is Branding?


A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without. In this first week's lesson we will discuss and lay the foundational concept of branding, what it is and what it is not.


How To Define Your Brand


This is the first step in the process of developing your brand strategy. By defining who your brand is you create the foundation for all other components to build on. Your brand definition will serve as your measuring stick in evaluating any and all marketing materials and strategies.


Determining Your Brand's Objectives


Critical to effective brand management is the clear definition of the brand's audience and the objectives that the brand needs to achieve. How do you go about defining those objectives and putting a plan into place that will help you succeed in meeting them.


Focusing on Your Target Audience


The power of your brand relies on the ability to focus. That is why defining your target market will help to strengthen your brand's effectiveness. Learn how to define your target market in this week's lesson of the Developing Your Brand's Strategy course.


Discovering and Crushing Your Brand Barriers


When creating your brand strategy for a product or service it is important to perform a careful analysis to determine principal barriers that you may come in contact with. These barriers are also known as market conditions that can keep your product or service from achieving success. In this lesson you will learn where you can do the research to find your specific brand barriers.


Brand Packaging and Identity


Branding is your identity in the marketplace, is yours saying what it should? Your company image is all about the appearance of your packaging. What is your company image saying to the marketplace?

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