Brand strategy consists of several interlinked elements.
1. Purpose
How do you add value to society? What social, economic or ecological goals do you stand for? How does your brand contribute to people's happiness, and where are you proud? What makes it worth getting out of bed every day? Read more about brand activism.
2. Brand positioning
Brand positioning mentally distinguishes one product or service from another, even when they are functionally identical. Differentiation was seen in the last century as one of the most important parts of brand strategy. Today it is still important, but positioning choices are no longer made purely in relation to the competition, but mainly on the basis of authenticity and internal credibility.
3. Brand portfolio
What do you do if you do not work with one brand, but with multiple brands? After all, building one strong brand is complicated enough. Yet most organizations have a brand portfolio full of brands, sub-brands, product brands and names. To manage the brand portfolio efficiently and effectively, a well-thought-out brand portfolio strategy is needed. Read more about brand portfolio.
4. Internal brand activation
The pursuit of a higher goal (purpose) in combination with positive emotional dynamics ensures happy, proud employees and better business results. Many CEOs know that connection is essential to success, but it is often forgotten to follow a process in which people are involved and inspired, so that the brand strategy of the entire organisation becomes.
5. Brand relationships
Who are the ambassadors with which you can develop the brand strategy? People with whom you can develop special relationships. People who feel called upon to help you on their own initiative, because they embrace the purpose of existence of your organisation.
6. Brand expression
This is also about domain descriptions, slogans and other verbal expressions. Finally, the visual expression (design, color, shape, corporate identity, etc.) is important to generate the right feelings.