When you start a business, you’re sharing an idea with the world – so, how do you communicate that idea clearly and consistently? Winging it can only get you so far and you don’t have time for false-starts. You need to create a brand strategy.
Starting and growing a business is not a straight line.
And, it’s not always clear what you’re “supposed” to be doing to move forward.
That’s why people sometimes gravitate towards things like drawing their logo, setting up their social media, or choosing a color scheme. Building a brand might include some of those things, but they’re details that need to connect to a much larger story.
Your brand represents the “why” of your business – it’s the big picture.
When you create a brand strategy, it’s like a well-placed line of domino tiles, setting off a chain reaction for the rest of your marketing to fall with little effort.
And, when you create a brand strategy, you can go from disjointed tasks and tactics to a thoughtful, well-connected story that will accelerate your progress.
If you’ve already established a brand, consider this a health check.
Here are 7 steps you need to create a brand strategy you and your customers will love.
STEP 01: WHO’S IT FOR?
The most successful business strategies – the ones that are built to last – are unabashedly laser focused on a specific consumer segment.
Answer these questions and get specific:
- Who is your consumer?
- What do they want?
- Who do they want to be?
- What are they really trying to accomplish right now?
- What matters to them?
STEP 02: WHAT’S THEIR STRUGGLE?
Next, identify the obstacles your consumer might feel.
Answer these questions and get specific:
- What gets in their way?
- What slows them down in trying to become who they want to be?
- How frustrated do they feel? What’s the cause?
- What doubts creep in for them?
Need a little help with this step? Check out one of my previous articles: How Empathy Will Make You A Better Business Owner.
STEP 03: WHAT IS YOUR BRAND’S ROLE?
Make a bold promise about the problems you and your brand will solve for those consumers.
Answer these questions and get specific:
- What do you help them accomplish?
- What change do you offer them?
- How will you go above and beyond what they expect?
Here’s what steps 1-3 look like for 321 Liftoff. As you can see, this is also where my tagline comes from – but that was a byproduct of framing the problem.
STEP 04: WHAT’S THE FROM-TO?
What does their life look like today? And, what would their life look like if their problems were fully solved? Use the obstacles you thought of earlier and build from there.
Here’s the From-To I created for 321 Liftoff.
STEP 05: HOW DO YOU WANT THEM TO FEEL?
What adjectives do you want to describe your brand? And, if it helps, consider the opposite.
Fill in the blank:
- It should always _____.
- It should never _____.
Here’s what that looks like for 321 Liftoff.
STEP 06: WHAT’S THE BIG PICTURE?
Everything exists within a larger context, though we can’t always see it. What surrounds their struggle? What do they need to understand in order to move forward effectively?
For example, my clients need to understand the zig-zag nature of the startup process. Here’s what that looks like for 321 Liftoff:
Want a little more context? Check out my most popular article: How To Accept and Overcome Obstacles As You Start A Business.
STEP 07: WHO ARE YOU?
Your brand needs to be meaningful to your consumers, but it should also be an expression of you. After all, you’re the one in charge.
So, try to hold both perspectives.
- What do you want to see in your brand?
- And, what do your customers need to see in your brand?
- How will your brand/business reflect your superpowers and/or values?
Need a little help with this step? Check out one of my previous articles: Use Your Values to Make Better Decisions.
BONUS – STEP 08: THE FUN STUFF
Okay, now you can do the fun stuff like your colors, logo, etc. But, there’s a catch – you’ve got to use the lens of the brand strategy you just created.
For example, don’t just pick your favorite colors to establish a brand palette. Instead, what colors or images might hold meaning for your consumer? My clients tend to need the basics of business strategy, so I choose a simple palette of primary colors.
Use your brand strategy to clearly and consistently frame your communication and marketing efforts. Think of it as another filter for making decisions about the tasks and tactics in front of you. When in doubt, come back to these steps to regain your footing.
Stay tuned for more, right here on the 321 Liftoff blog.
Learn more about my work and how I help my clients start and grow their businesses with confidence.
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ONE MORE THING
Starting and growing a business is not a straight line.
It can feel messy – it zigs and zags, it starts and stops. It can feel frustrating even for the most seasoned business owners. And, that’s ok.
It’s also an exciting challenge. It’s going to stretch you. You’re going to learn a lot – not just about business, but about yourself.
And, that’s why it’s worth it.
Starting and growing a business is not a straight line. It can feel messy. It zigs and zags. It starts and stops. It can feel frustrating ven for the most seasoned business owners. And, that’s ok. It’s also an exciting challenge. It’s going to stretch you. You’re going to learn a lot – not just about business, but about yourself. And, that’s why it’s worth it.