the value created by brand strategy
Brand strategy for streamlined content production
How can businesses improve their chances of awesome content production? By building a powerful, adaptable plans with brand strategy services from tag. As with anything to succeed, it needs to be backed by planning and strategy. It’s an essential foundation for a brand’s success.
What happens when a business lacks brand strategy? It is:
- Unrecognizable. Without an established voice and mission, it fades into the background.
- Directionless. There’s no plan for growth and no way to know if things need to change for improvement because there’s no outline of what to shoot for or what to avoid.
- Fragile. If businesses pop up every day, one without a brand strategy is sure to fall behind or be trampled by competitors. A brand strategy builds plans to overcome obstacles and withstand the test of time.
Brand strategy is an ongoing endeavor to use knowledge, experience, and data to form a business’s direction. This way we can prioritize projects, allocate resources effectively, align teams, and adapt. Brand strategy, like content production, is ongoing. If content needs to change and improve, know that a brand strategy will as well. Once it’s developed, that’s only the beginning. It’s a live document.
The benefits of brand strategy services
Brand strategy services use their arsenal of experience and specialists to develop a brand strategy that works uniquely for each business. Taking into account the special needs of each business, the ultimate brand strategy is built and the benefits start falling into place.
Focused direction
A brand strategy creates one, forward-focused vision for a business and all its teams. One common problem with multi-team businesses is that not everyone is on the same page and they’re not all working toward one common goal. Brand strategy unifies teams, sharing with everyone the purpose of their projects and campaigns. This builds company cohesion.
Attention to reasoning
Brand strategy draws attention to biases and flaws in reasoning. Normally, team members might be drawn to the most recent idea they can remember, or the suggestion of someone they admire. However, brand strategy services encourage businesses to ask themselves why they’re making a certain decision and how it was informed by data. Otherwise, perhaps another approach or strategy is a better idea.
Progress tracking
A properly established brand strategy makes it so much easier to track progress. If the goal is clear, and the milestones to reach that goal are known by all team members, then it’s easy to see how the business is progressing, what changes it might need to make to get back on course, and what wins can be applied to other projects. Strategic goals clearly outline successes and mishaps for everyone to use as a guiding system.
Big picture plans
Brand strategy services also help businesses create longevity through their strategies. Strategy in itself considers the big picture, and not an immediate problem. An immediate solution to a problem is good, but the goal of the company is to prosper and succeed year-over-year. By basing a strategy on long-term goals, the brand creates longevity for itself and resources to overcome obstacles that it predicts. Small to medium businesses can benefit from this even more since the early stages can often be more unpredictable.
Becoming unique
A brand strategy is more than simply determining which way is forward. It’s also about developing a brand that can move forward. Developing a unique value proposition (UVP) is part of the process to differentiate a business from others. Now, there’s a focus more on offering something unique, and less on duplicating what competitors are doing.
Employee satisfaction
The clear direction that a brand strategy provides also gives employees a sense of purpose. Their goals, trajectory, and milestones are clear to them. When they reach a goal, there’s a sense of accomplishment which ultimately leads to general employee satisfaction.
A beginner’s guide to brand strategy
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Have a clear stance
No matter the industry, the position a business takes in approaching relevant material is key to establishing and maintaining. This will attract a like-minded audience that will be more likely to convert and increase loyalty.
- Understand your audience:
The more the audience is understood, the more relevant content will be for them, and the more they will feel like they’re connected with the brand. - Find the right niche:
To compete with other brands, don’t piggyback off their content, find the right niche in the given industry to connect with the leads that matter. Create a strong UVP that differentiates the product or service from others. Offer the target audience something they can’t receive anywhere else. - Be authentic:
A brand’s voice, if authentic, will become memorable to audiences. This comes through in messaging, storytelling content, and tone. The brand voice should align with its stance and the niche in which it works. Sounding like every other brand will do no good. - Create an identity:
Choose a logo, typography, color palette, website, style, and tagline that best suit the purpose of the business and separate it from others. Be creative and straightforward. - Include the team:
The team likely knows more than a customer will ever know about the business. Use them as spokespeople for informational and promotional purposes, and use them as the face of the company for lead nurturing purposes like building connections, rapport, and loyalty. Team members show the audience that real people are working with them.
Make content production easier with a proper brand strategy
Working with tag, businesses have seen drastic improvements in their growth through brand strategy optimization. Here are some examples.
The Weather Network
Since the new brand positioning was established, The Weather Network ranks as the most trusted media brand in Canada, ahead of Global TV, CTV, and CBC/Radio-Canada. Compared to stagnant online traffic in previous years, tag’s truthology™ platform helped them increase online digital site traffic by over 10 percent year-over-year, while site views have increased by over 14 percent to date. Their new brand purpose has resulted in substantial audience growth.
Shoeless Joe’s
The campaign delivered over eighteen million impressions across various digital channels, with over 46,000 clicks to the site. Over 32,000 conversions were derived through programmatic display, geo-location targeting, and search tactics. We reached over one million people on social media, with a cost per 1,000 impressions four times more efficient than the industry benchmark. They saw over 14,000 menu views and considerably increased reservations, booking submissions, and restaurant visits.