Creating a successful brand strategy isn’t always an easy process, but when you do it right, it can lead to a huge uptick in brand recognition, which brings in more customers. Just think about some examples of brands whose strategies have worked on you, such as Chipotle, AirBnB, Venmo, etc. To be successful with brand strategy takes a lot of work. It also means that every member of your team needs to be aware of what your brand strategy is. If they aren’t, be prepared to run into problems.
Wait! What is brand strategy exactly?
Does your company have a list of characteristics that make it identifiable? Is that list a part of a plan designed to help you meet specific long-term business goals? If you said yes, then you already have a functioning brand strategy. This strategy should permeate all aspects of your business, and it isn’t about tangible things like your logo or products. It’s the intangible things that make your brand stand out from the crowd.
Two examples of struggles your team can face if every member isn’t clear on your brand strategy
You might not think it’s a big deal if not every member of your team is clear about your brand strategy. Yet this lack of clarity can lead to some serious problems. Ultimately, a lack of brand strategy understanding can lead to decreased engagement and fewer customers. Some examples of issues that can lead to such ultimate brand strategy failures include:
Using the wrong tone and voice in your content
The tone and voice in your digital content should be carefully crafted. Why? They reflect your company’s attitude about the subject matter and about the people reading your content. A consistent voice and tone can also engage readers and help them trust your brand. However, a lack of understanding about this aspect of brand strategy by your team can lead to content with an inconsistent tone and voice. This can leave your readers feeling confused, which can breed distrust and reduce their desire to engage with your business.
Wasting time and resources
I know wasting time and resources does happen sometimes. That doesn’t mean I don’t do everything I can to avoid it, and I’m sure your team does, too. Yet you may be wasting a lot of time and resources if even one of your team members doesn’t understand your brand strategy.
For example, think about something that your company does regularly, such as creating blog content. You probably have a multistep process for creating this content. This process probably includes basic steps like brainstorming, writing an initial draft, editing/rewriting and posting. A writer who isn’t clear on brand strategy can create content that gets stuck in an editing/rewriting loop that takes up more of their time and resources and those of your editing team.
Avoid these and other examples of what brand strategy misunderstandings can bring.
I want to help your company avoid brand strategy misunderstandings and lack of clarity. That’s why I work closely with companies to create branding guidelines and strategies that are clear, easy to reference and easy to send to every member of your team. Having this resource can make avoiding brand strategy misunderstandings much easier.
Want to talk to me about a branding or rebranding strategy for your business? Let’s talk.
About the Author
Stacey Harrison is the lead brand strategist and designer at Heart & Hustle Brands and has provided creative direction for healthcare, industrial, and financial services brands for 20 years. She started Harrison Creative Group in 2017 to serve businesses that need a professional brand image on a budget. In 2021, the company rebranded to Heart & Hustle Brands to walk in the shoes of clients that experience a change of name or brand refresh.