CRAFTING THE PLAYBOOK
Development of the Brand Strategy Playbook is based on our research into the market, your business, the products and services that are to be marketed under the brand, and the brand identity / brand experience your business desires to create and deliver.
In defining the brand attributes, the Brand Strategy Playbook examines the key strategic and existential brand questions involved.
This includes questions like… Who is our brand? What story is our brand trying to tell? Is that story coherent with the rest of who we are (or want to be)
In defining the actuation and penetration strategies, the Brand Strategy Playbook addresses the many tactical questions involved.
This includes questions like… Is the market we are going after a new or existing market for the business? Who are the target customers, either in terms of an aggregate persona (typical for B2C) or in terms of actual customers (common for B2B)? What existing market channels do we have to these customers and what yet needs to be developed? Which marketing venues are best suited for reaching this market… direct, print media, digital media, broadcast media, content marketing, event marketing, etc.? Does a brand in our existing portfolio fit this play, or is a new brand a better fit (meaning new brand development work)? What investments are required, and what is the expected payback?
In all of these questions, we strive – for each segment targeted – to truly understand the Customer Heartbeat, so that we know exactly where the emotional connections lie that will create resonance with the brand. These often revolve around key lifestyle or workstyle enhancements that customers place a high value on.
Ultimately, the Brand Strategy Playbook empowers your business to launch new brands and new offerings in the most impactful ways possible, maximizing your return on investment in the brand, and helping you to lock in the long–term relevance of your business in the marketplace.