A popular question small businesses ask alot! Do I REALLY need a brand strategy?

The answer is a resounding YES! In 75%–90% of cases, your business will greatly benefit from a brand strategy. Let's break down why and what that means.

If you want to command premium pricing for your services and attract customers, you need to articulate exactly what sets you apart. You can’t rely solely on your logo and a good website to do the work for you.

Even if you’ve built the most impressive brand, a brand strategy will give you the tools to communicate your value clearly and authentically, making selling conversations feel more natural.

With a well-thought-out strategy, you can engage potential clients in a way that builds trust and excitement, helping them see why you’re the right fit for their needs.

The primary goal of a brand strategy is to find the magic middle between the problem your audience has and the solution you offer.

You want CLARITY around your mission and language that highlights how your mission directly benefits your ideal client.

Essentially, your brand strategy helps craft the STORY behind what you offer. People connect with stories, and an example could look like:

• A beginning (the problem I am trying to solve for you)

• A middle (my solution)

• An end (the results you can expect)

  
  

As important question to ask yourself - Why do your customers want to buy my services?

Before you can TELL people about your services, you need to understand the PROBLEM your audience has. This is the brand strategy work. We start with gaining a deep understanding of who you’re in business to serve. We will identify key problem areas and examine how they impact your clients' lives.

Ask yourself these questions:

• What are your prospects trying to achieve?

• What is preventing them from doing that?

• What are the possible outcomes for them?

  
  

This process not only helps you shape your services but also allows you to speak to your audience in a way that connects with their deepest desires. When they see how well you understand their problem, they’ll feel seen and heard. This is how you build connection!

THIS IS THE HOLY GRAIL OF MARKETING – IT'S ABOUT CONNECTION.

You want to CONNECT with your audience, and you want them to feel a CONNECTION to your business, in the most authentic way possible.

If you want to know how to achieve this, a brand strategy is the way.

Here’s how it works:

Once we know who your ideal customer is, we aim to understand them deeply. After that, we engage in some deeper thinking. This process begins with a series of questions we explore together, for instance:

• What is your mission?

• What impact are you trying to make?

• Why do you do what you do?

• Where do you want to go as a business?

  
  

Throughout this process, we keep your ideal client in mind. We connect the dots between you and them, seeking the right language that will resonate with them and feel natural to you.

THE IMPACT YOUR BRAND STRATEGY WILL HAVE ON YOUR MARKETING

During the brand strategy process, we identify the connections between your business and your clients and transform them into meaningful messaging points. These form the foundation of your brand messaging.

Your brand strategy encompasses all the elements you want others to associate with your brand, including:

• What you do and how

• The problems your audience faces (functional, emotional, self-expressive) and the solutions you offer

• Your story and how it relates to your audience’s journey

• Your shared values

  
  

Additionally, your brand messaging will be broken down into content pillars, shaping your content strategy.

KEY ELEMENTS OF YOUR BRAND STRATEGY THAT WILL HELP SELL YOUR SERVICES

• Mission Statement: Clearly communicates what you aim to do as a business, for whom, and to what end, guiding your business toward a specific impact for your audience.

• Audience Persona: A detailed profile representing your ideal client, including both demographic and psychographic characteristics.

• Value Proposition: A concise statement that communicates what you offer, to whom, and the emotional benefits it brings. It’s designed to be memorable and a powerful asset for selling your services.

• Brand Positioning: The distinct space you occupy in your target audience's mind, summarizing what you do, for whom, and how you differ from the competition.

• Key Benefits: A list of clearly defined benefits, including functional, emotional, and self-expressive aspects, to connect with your audience's needs and desires.

• Problem-Solution Scenarios: Identifying specific client problems and providing targeted solutions to address each one.

• Emotional Impact: Branding is about emotion and bringing a human element to your business. Your brand story and messaging should speak to these emotions to inspire action.

• Content Pillars: Themes for your content marketing and social channels, with topics that build familiarity and trust around what you do.

  
  

When it's time to write a social media post, create content, write marketing messaging, these brand phrases, statements, and themes act like a script, strategically focused on your client's needs, addressing their problems, and highlighting the solutions you provide.

THE BOTTOM LINE!

Whether you have a brand identity (logo, etc.) or not, developing a brand strategy will give your business the foundation to sell better, serve better, and grow faster!

Let's get started today!