What to Expect When You’re Expecting a Brand Plan

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When most people think of a brand, they think of a logo. So, it’s possible you’re taking a peek at brand strategy services and thinking it looks pretty expensive for just a mark. 

The reality is that a brand plan comes with a lot more than a design for a simple mark. It’s a blueprint for how your business is perceived, where your opportunities are, and a path to get there. But even this isn’t enough to describe how much value you can find inside your brand plan. Keep reading to learn more. 

A Broad View of Your Industry

In order to know your voice and how to relate to your customers, first you must understand their perception of your industry as a whole. 

We start this analysis with marketplace trends both locally and on a national scale to see how people are reacting right now to your industry and where that could go as you grow and change. You want a brand that will grow with you through the years. So, this analysis is pivotal to creating a lasting impact. 

Next we do a full review of your direct competitors to see how their brand communications reach the target market. A good brand should be built upon a similar foundation to these so it doesn’t seem outlandish to new customers, but our primary goal is to find the most strategic way to differentiate yourself from the competition and carve out a niche. 

Then comes an exploration of SEO keywords and phrases. You want to meet customers where they are. And when they’re experiencing a problem you can solve, they’re on search engines. We use this keyword analysis to ensure your content is matching what they’re looking for. 

Finally, we do an evaluation of your existing customer base. Who are they? What drives their decision making? How can we improve upon their experience? We ask all of this and more to fill your lead generation tools with more of your favorite customers. 

A Concentration of Your Best Qualities

A good brand takes the best qualities of your business and distills it down into a few simple ideas that can guide every client interaction, piece of marketing materials, and internal culture as well. This is where we do that. 

The first way we achieve this is by providing a list of defining characteristics for your brand. Is your brand wholistic or laser-focused? Is it tried and true or experimental? Conversational or down-to-business? Process-focused or data-oriented? Either end of the spectrum can be the right choice for the right brand, but your brand can’t be everything to everyone. So, we distill it down for clear communication. 

Then we build a brand personality profile that puts the connotation of your brand into words. We outline your brand’s goals, strengths, weaknesses, and natural tendencies. In addition to being a great tool for training your team and building branded messaging, it can also improve hiring practices at every level so you build the right team for your brand. 

A Strategy for Sharing

When you have a great business, you want to shout about it from the rooftops. Our brand plan can help you do that. Here’s how: 

As a first step, our team will outline verbal and visual tones for all of your branded materials (i.e. anything that comes into contact with your customers). This will help guide the kind of content and visuals you produce for marketing materials as well as create a cohesive experience with your customers online and off by improving branded conversations as well. 

To go further, we also put together messaging and training tools that can be given directly to your team. These custom messaging tools break down how to reach each of your target markets based upon their origins, titles, needs, and wants. We’ll even include a quick elevator pitch you can memorize to talk about your brand succinctly to a wide variety of interested parties. 

Choosing to start using brand strategy services is an investment in your business. When you receive your brand plan, you’ll see a lot of good analysis, but you’ll also find tools that your team can implement today to help improve brand perception as well as a vision for the future of your brand as it continues to grow. Put your brand on the path of success and reach out to our team today. 

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