Why Your Business and Brand Strategy Should be Aligned
Business and brand strategies should be closely intertwined and enhance each other to ensure a cohesive and successful approach.
Understanding Business Goals and Objectives
Develop your business’ insights – your position within your vertical and the impact of new developments in the market (e.g. technology). Define your business' short and long-term goals, objectives, and desired outcomes. These may include revenue targets, market share goals, and expansion plans.
Requirements for this process:
Identify Your Target Market and Audience
Determine the specific segments of the market you want to reach. Make sure you understand their needs, preferences, behaviors, and pain points.
Competitive Landscape Analysis
Prepare a competitive landscape analysis to identify your competitors strengths, weaknesses, opportunities, and threats. This analysis will help you position your brand uniquely.
Analyze your business within the evolving competitive landscape, considering technological advancements and evolving consumer needs to guide clear and relevant decisions.
Value Proposition
Based on your understanding of the target market and competitive landscape, develop a clear and compelling value proposition. This should articulate the unique value your business offers to customers.
Business Differentiators:
The Differentiation Approach
Identifying key points of differentiation that set your business apart from competitors is critical to your brand and business. These are related to product features, quality, customer service, competitive pricing, or any other aspect that makes your business unique.
Market Entry and Expansion Strategy
Determine how you plan to enter or expand in the market. Will you focus on a niche segment, go for mass-market appeal, or explore new geographical regions? This will impact how you position your brand.
Business Model and Pricing Strategy
Define your business model (subscription-based, freemium, one-time purchase) and pricing strategy. Your brand strategy should align with and reflect these choices.
Communication Channels
Determine which communication channels you'll use to reach your target audience. These may include digital marketing, social media, and traditional advertising. Realign your brand strategy with testing and developing insights. Your marketing plan will rely on these results.
Customer Experience Strategy
Map out the end-to-end customer experience journey. Identify touchpoints where customers interact with your brand and ensure consistency and quality at each step.
Brand DNA
Build your brand's DNA core values and brand positioning based on the overall business strategy. Ensure that these align with your target audience’s expectations and preferences.
Your brand DNA also has internal value since it contributes to company loyalty, fosters a culture of belonging and results in talent and staff retention.
Brand Positioning
Position your brand in the minds of your customers. Use the insights from competitive analysis and your value proposition to craft a positioning statement that is distinguished and resonates.
Consistency Across Touchpoints
Ensure consistency in branding across all touchpoints, from your website and social media to packaging and customer support. This reinforces your brand identity.
Measurement and Adaptation
Define key performance indicators (KPIs) with your business goals. Continuously monitor these metrics and be prepared to adapt your brand strategy based on performance outcomes and market changes.
Visual Identity and Brand Messaging
Develop a strategic and distinctive brand identity (logo, color palette, branded design elements) and branded messaging that align with your brand's character, value proposition, and target market.
Brand DNA As a Guiding Beacon
Your brand DNA also functions as a guiding point – it defines your business’ parameters and how to keep your efforts focused and relevant.
Feedback Loop
Establish a feedback loop between your business and brand strategies. Changes to your business goals or market conditions may require adjustments to your brand positioning and messaging.
Remember, business and brand strategies should be flexible and adaptable. Regularly review and refine your strategies to ensure they remain aligned and effective in achieving your business objectives.
Realign
If you’re looking to revitalize your business by realigning your business and brand strategies, we can help.
We would appreciate the opportunity
to work with you to identify hidden possibilities for your business and to create opportunities for growth.
Authors
Limor Morgenstern
Limor Morgenstern - Managing Partner
With over 16 years of experience Limor has become a distinctively inspiring powerhouse of strategic and creative thinking. Her deep grasp and forward-thinking about business objectives has enabled her to create enduring brands, distinctive websites and exceptional multi-layered digital systems for Fortune 500 companies. Her experience spans consumer goods, technology, real estate, biotech, energy, media, and financial services. See more
Jonathan Morgenstern
Jonathan Morgenstern- Partner
He has leveraged his insightful understanding of human behavior and interpersonal relationships to understand organizational thinking, structure and process, as well as how the market responds to human needs and desires. Jonathan’s integrative thinking and advanced communication capacity also manifest as efficient and effective content writing. See more
