Branding Like A Boss (10 Best Brand Strategy Examples)
Summary
TLDRCe script vidéo de BrandMasterAcademy.com présente 10 exemples de stratégie de marque, expliquant les éléments clés qui les structurent et comment les meilleures marques et leurs agences stratégiques les utilisent pour se connecter à leur audience, influencer leurs décisions et gagner des parts de marché. Des études montrent que les marques à but lucratif, comme Toms Shoes, Tesla, Patagonia, IKEA, Apple, Harley-Davidson, Old Spice, Airbnb, Hermès et Nike, utilisent des stratégies de marque bien définies pour créer une perception et une position uniques sur le marché, renforçant ainsi leur succès et leur fidélisation à long terme.
Takeaways
- 🎯 La stratégie de marque est un plan à long terme pour outmanoeuvrer la concurrence en se différenciant radicalement.
- 🛠️ Les éléments clés de la stratégie de marque incluent la finalité, la vision, la mission, les valeurs, la positionnement, la personnalité, la voix et le ton, l'histoire de marque, l'héritage et le slogan.
- 👟 La finalité de la marque, comme illustrée par Toms, est cruciale pour établir une connexion émotionnelle avec l'audience et inspirer l'engagement des employés.
- 🚗 Tesla montre comment une vision de marque claire peut orienter les décisions et les actions de l'entreprise vers un objectif à long terme.
- 🏞️ La mission d'une marque, comme Patagonia, définit ses engagements actuels et guide ses actions pour atteindre sa vision future.
- 💡 Les valeurs de marque d'IKEA établissent des limites de comportement et forment une partie intégrante de la culture de marque, alignant les actions internes et externes.
- 🍏 Apple démontre l'importance du positionnement de marque pour créer une place distinctive dans l'esprit des consommateurs et établir un leadership dans un secteur.
- 🏍 Harley-Davidson utilise sa personnalité de marque pour créer une connexion avec son audience cible et se différencier par son esprit rebelle.
- 🎭 L'histoire de marque d'Old Spice a transformé son image en utilisant un ton de communication frais et humoristique pour se connecter avec un nouveau marché.
- 🏠 Airbnb utilise l'art du récit pour créer une communauté et permettre à ses hôtes et clients de partager leurs histoires, renforçant l'engagement et la fidélisation.
- 👑 L'héritage de marque d'Hermès crée des associations de tradition et de durabilité, suggérant que la marque est de confiance et éprouvée.
- 🏅 Le slogan de marque de Nike est un exemple de message mémorable et concis qui a réussi à solidifier sa position dans l'esprit des consommateurs.
Q & A
Qu'est-ce que la stratégie de marque et pourquoi est-elle importante ?
-La stratégie de marque est la définition de l'approche d'une marque en ce qui concerne ses cibles, sa différenciation et son influence sur les perceptions et les décisions. Elle est importante car elle permet de façonner la perception d'une entreprise sur le marché et de la rendre plus attrayante par rapport à ses concurrents.
Quels sont les éléments clés de la stratégie de marque mentionnés dans le script ?
-Les éléments clés de la stratégie de marque mentionnés sont la finalité, la vision, la mission, les valeurs, la positionnement, la personnalité, la voix et le ton, l'histoire de marque, le patrimoine et le slogan.
Comment la stratégie de marque de Toms Shoes se traduit-elle par une action concrète ?
-La stratégie de marque de Toms Shoes est incarnée par leur programme 'Un pour un', où pour chaque paire de chaussures vendue, une autre paire est offerte à un enfant dans le besoin.
En quoi la vision de marque de Tesla influence-t-elle ses décisions et actions ?
-La vision de marque de Tesla, qui vise à accélérer la transition du monde vers une énergie durable, guide toutes les décisions et actions de l'entreprise, y compris son expansion dans le secteur de l'énergie solaire.
Quelle est la mission de marque de Patagonia et comment elle influence-t-elle la marque ?
-La mission de marque de Patagonia est de construire les meilleurs produits sans causer de préjudice inutile et d'utiliser l'entreprise pour inspirer et mettre en œuvre des solutions à la crise environnementale. Cette mission a façonné les processus commerciaux et les campagnes marketing de Patagonia pour s'aligner sur leur engagement à long terme.
Quels sont les valeurs de marque d'IKEA et comment elles sont-elles mises en œuvre ?
-Les valeurs de marque d'IKEA incluent la solidarité, le soin des personnes et de la planète, la conscience environnementale, la simplicité, le renouvellement et l'amélioration, et la responsabilité. Elles sont mises en œuvre en guidant les décisions internes et les actions de l'entreprise, ainsi que dans la communication avec les clients.
Quelle est la positionnement de marque d'Apple et comment il est-il perçu par le public ?
-La positionnement de marque d'Apple met en avant la simplicité et l'innovation. Apple est perçu comme le leader technologique qui met l'accent sur la recherche et l'avancement pour offrir une expérience innovante et fluide à ses clients.
Comment la personnalité de marque de Harley-Davidson se manifeste-t-elle ?
-La personnalité de marque de Harley-Davidson se manifeste par une identité de marque robuste, un langage grossier, un ton de voix rude, un attitude non conformiste et un comportement disruptif, reflétant l'esprit rebelle de sa clientèle cible.
Quelle est la voix et le ton de marque d'Old Spice et comment ils ont-ils aidé la marque à se reconnecter avec un nouveau marché ?
-La voix et le ton de marque d'Old Spice sont caractérisés par un humour de l'esprit, de la satire et de l'audace, ce qui a aidé la marque à se reconnecter avec un public plus jeune et à devenir la première marque dans la catégorie de la lessive corporelle pour hommes en seulement 18 mois.
Comment Airbnb utilise-t-elle la stratégie d'histoire de marque pour créer une communauté ?
-Airbnb utilise la stratégie d'histoire de marque en créant une plateforme qui encourage les hôtes et les clients à partager leurs histoires, ce qui favorise la formation d'une communauté autour de l'idée d'appartenance et de partage d'expériences positives.
Quelle est l'importance du patrimoine de marque pour Hermes et comment cela se reflète-t-il dans sa stratégie ?
-Le patrimoine de marque d'Hermes, qui remonte à 1837, est une partie essentielle de sa stratégie. Il crée des associations de tradition et de longévité, suggérant que la marque a résisté au temps pour une raison et est synonyme de qualité et de fiabilité.
Comment la tagline de Nike 'Just Do It' a-t-elle évolué pour devenir un élément clé de sa stratégie de marque ?
-La tagline 'Just Do It' de Nike est née d'une campagne marketing en 1987 et a rapidement resonné avec la communauté athlétique, son public cible. Elle est devenue la tagline de la marque, reflétant non seulement sa positionnement mais aussi devenant une哲学 de vie pour la marque et ses clients.
Outlines
📈 Introduction to Brand Strategy
The paragraph introduces the concept of brand strategy and emphasizes its importance in connecting with the audience, influencing decisions, and gaining market share. It mentions the BrandMasterAcademy.com as a resource for learning brand strategy and highlights the value of studying the best brands and their strategies. The paragraph also introduces the pro brand strategy blueprint as a free resource for viewers. The discussion begins with a definition of brand strategy, emphasizing its role in shaping market perceptions and differentiating a brand from its competitors. It mentions an interview with Marty Neumeier, a renowned branding author, to provide an expert perspective on brand strategy.
🌟 Key Elements of Brand Strategy
This paragraph delves into the key elements of brand strategy, which include purpose, vision, mission, values, positioning, personality, voice and tone, brand story, heritage, and tagline. It explains that these elements can lead a brand's overall strategy or work together as part of a larger strategic framework. The paragraph emphasizes the importance of understanding these elements to develop effective brand strategies. It uses Tom's Shoes as an example of a brand driven by purpose, highlighting its impact on consumer buying behavior and the strength of purpose in building brand loyalty.
🚀 Brand Vision and Mission
The paragraph discusses the roles of brand vision and mission within the larger brand strategy framework. It defines brand vision as the long-term direction and aspirations of the brand, using Tesla as an example to illustrate how a clear vision can guide brand decisions and actions. The brand mission, on the other hand, defines the brand's current commitments and is exemplified by Patagonia's dedication to environmental protection. The paragraph emphasizes the importance of aligning brand actions with its mission and vision for a successful brand strategy.
💡 Values, Positioning, and Personality
This section focuses on three critical aspects of brand strategy: values, positioning, and personality. It explains that brand values provide behavioral boundaries and contribute to the brand's internal culture, using IKEA's values as an example to show how values can guide brand actions and decisions. Brand positioning is discussed as a crucial element to differentiate the brand from competitors, with Apple's emphasis on simplicity and innovation as a case study. Lastly, the brand personality is illustrated through Harley-Davidson's rebellious spirit, showing how a brand's communication style can resonate with its target audience.
🎨 Voice, Storytelling, Heritage, and Tagline
The paragraph covers the final elements of brand strategy: voice and tone, brand story, heritage, and tagline. Brand voice and tone are described as extensions of the brand personality, with Old Spice's humorous and youthful communication as an example. Brand storytelling is highlighted as an engaging technique, with Airbnb's community-focused narrative as a successful model. Brand heritage is exemplified by Hermès, showcasing how a brand's history can create a sense of tradition and longevity. Finally, the power of a tagline is discussed, using Nike's iconic 'Just Do It' as an illustration of an effective and memorable tagline that has become synonymous with the brand.
📚 Conclusion and Further Learning
The concluding paragraph summarizes the importance of a comprehensive brand strategy that integrates all the discussed elements. It stresses the necessity of having a clearly defined brand position and using the various strategy components to focus and refine that strategy. The paragraph encourages viewers to understand their audience's needs and desires to effectively influence their decisions. It ends by inviting viewers to learn more about brand strategy through the video and looking forward to the next video in the series.
Mindmap
Keywords
💡stratégie de marque
💡finalité de la marque
💡vision de la marque
💡mission de la marque
💡valeurs de la marque
💡positionnement de la marque
💡personnalité de la marque
💡voix et ton de la marque
💡histoire de marque
💡patrimoine de la marque
💡slogan de la marque
Highlights
The importance of brand strategy in connecting with the audience and gaining market share.
The definition of brand strategy as a long-term plan for outmaneuvering competitors through radical differentiation.
The role of brand purpose in driving a brand's strategy, as exemplified by Tom's Shoes.
The significance of brand vision in setting the direction for the brand's future, as seen with Tesla.
How brand mission, as illustrated by Patagonia, defines the brand's commitments today.
The impact of brand values on shaping the brand's culture and operations, with IKEA as a prime example.
The critical role of brand positioning in distinguishing the brand from competitors, as demonstrated by Apple.
The power of brand personality in humanizing the brand, with Harley-Davidson's distinct personality as a case study.
The extension of brand personality through brand voice and tone, with Old Spice's transformation as an example.
The use of brand storytelling to engage the audience on a deeper level, as practiced by Airbnb.
The leverage of brand heritage to evoke tradition and longevity, as seen in the strategy of Hermes.
The effectiveness of a brand tagline in crystallizing the brand's message, with Nike's 'Just Do It' as the iconic example.
The necessity of aligning all brand strategy elements to create a cohesive system for brand success.
The importance of understanding the audience and their desires to effectively influence their decisions.
The potential for brand strategy to inspire employees and attract loyal customers who resonate with the brand's beliefs.
Transcripts
what's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn 10 top brand strategy examples the elements they use and how they use
them so you can understand how the best brands and their strategic agencies use strategy to connect
with their audience influence their decisions and gain market share now if you're new to the channel
and you want to build brands that go beyond the visuals using strategy psychology and creative
thinking then you're in the right place hit that subscribe button and the notification bell
if you want to fast track your results make sure you grab the pro brand strategy blueprint it's a
free download and the link is in the description now when it comes to learning brand strategy one
of the best and most effective ways to learn is to look at the best now i'm not saying that you look
at the best and do what they do no but when you look at the best and understand what they're doing
why they're doing it and the elements they're using to do it you can then take inspiration for
how you might develop your own strategy or your clients but let's start first at the beginning
with what brand strategy is before we dive deeper into brand strategy examples now look you've
probably heard many brand strategy definitions before because there are no shortage of them out
there and i recently spoke with well-renowned branding author and master strategist mr Marty
Neumeier on the brownmaster podcast and i asked him what his definition of brand's strategy was
and here's what he had to say brand strategy is a long-term plan to outmaneuver competitors
through radical differentiation now to get into the weeds of brand strategy a little bit more
here's my brand strategy definition brand strategy is the definition of a brand's approach
to who they target how they differentiate and how they influence perceptions and decisions
now when all is said and done branding is about shaping the perceptions of a given business in
the market as the more appealing option compared to its competitors now although no two brands
are the same there are a series of key brand strategy elements that are most commonly used
across the most successful brands and brand strategists in the world these key components
are used consistently as the critical aspects of the overall brand strategies we've got purpose
vision mission values positioning personality voice and tone brand story heritage and tagline
now each of these key brand strategy elements can spearhead a brand's overall strategy or work as
part of a team of strategic components now i'm about to break down each one of these essential
brand strategy elements and provide you with the best examples of each the following sections will
provide you with an understanding of how these elements work and inspiration to create a strategy
of your own for your own brand or for your clients so let's start at the top with brand purpose now
the first brand strategy example is tom's shoes with their brand purpose now the brand purpose
or the purpose of the brand is why the brand exists beyond money now of course every business
exists to make money though most brands do serve a purpose beyond money whether they define that
purpose or not brands that take the time to define the reason for being tend to be more dialed in
to the audience that they serve now though many dismiss brand purpose as a legitimate strategy the
figures don't lie in a strength of purpose study of 8 000 global consumers by new york based zeno
group the results were absolutely clear consumers are four to six times more likely to buy from
trust champion and defend companies with a strong purpose now tom shoes is an absolutely excellent
example of a purpose-driven brand that has used their purpose as their driving strategy using the
following brand purpose statement we believe in a future where all people have the chance to thrive
the tom's brand was created when founder blake mikowski traveled through argentina in 2006
and he experienced the hardships faced by children without shoes now his experience inspired him to
create a brand with giving at its core so for every pair of shoes the company sold a new pair
would be given to a child in need now this was the purpose the tom's brand was born from which still
drives the business today and the brand is now investing one-third of all profits into grassroots
efforts the 2021 purpose power index ranks toms as number two of the top 20 most purposeful brands
in the world so brand purpose is a legitimate brand strategy example just like it has at times
it can drive decisions inspire employees and attract dedicated loyal customers who believe
what the brand believes brands that want to make emotional connections need to look no further than
a genuine and a passionate purpose shared with their audience brand strategy example number two
is tesla's brand vision now the brand vision sets in place the navigational direction for the brand
it plants a flag in the ground as to where the brand wants to go which ultimately influences
decisions and actions to guide the brand to its intended destination the brand vision therefore
is defined as where the brand wants to go and what it aspires to be now a brand vision is not
a piece of marketing designed to attract customers but an internal guide post expressed in the brand
vision statement brands that are actually in tune with the vision of the future brand
can breathe a sense of believability throughout the brand's personnel that they're part of
something bigger than themselves now tesla is a brand with a big vision inspired by 2021
person of the year mr elon musk himself now tesla had become a world leading brand and a benchmark
in the electric car market but tesla's ambitions they go way beyond the automobile industry and
into the realm of sustainability the revamp of tesla's brand vision statement which is also
used as their mission statement is to accelerate the world's transition to sustainable energy now
tesla don't use their vision statement as a nice to have or a piece of marketing they
use it to drive decisions and actions as the brand expands into the solar energy category
so when creating your vision statement define what you want your future brand to look like and
use that vision as a guiding compass to get there brand strategy example number three is patagonia
with their brand mission now while the brand vision outlines the aspirations of the brand for
the future the brand mission defines the brand's commitments today the goal of the brand mission
is to define that commitment so the brand mission is documented in a brown mission statement which
like the vision statement is an internal document the mission provides clarity for the brand leaders
and the personnel about the consistent commitments that it must deliver on to achieve that vision for
the future when a brand is clear on its commitment it shows up in its actions and forms part of that
brand's reputation for example patagonia is a well-established lifestyle brand that produces
outdoor camping and climbing apparel now it was founded by climber and brand leader von chinaard
in 1973 so the brand has very strong roots in protecting the environment the patagonia brand
mission is outlined in the brown mission statement and that is to build the best product cause no
unnecessary harm and use business to inspire and implement solutions to the environmental
crisis now this mission has been the driver behind shaping patagonia's business processes
and marketing to align with their commitment over the long term today many brands have jumped on the
sustainability bandwagon without really having too much to show for it patagonia on the other hand
is an example of how the brand mission can not only form an important part of the brand strategy
but it can be the driver behind that strategy's success when defining your brand mission or
your client's brand mission make sure you dig deep and find a commitment that will really
drive those decisions brand strategy example number four is ikea with their brand values
now brand values outline what's important to the brand in the way they do business
the goal of brand values are to provide a boundary of behavior for the brand so it operates according
to a certain philosophy of conduct brand values form an integral part of brand culture
which is the manner of how the brand functions internally and brands that are happy on the inside
tend to be happy on the outside and this isn't just an assumption both on a revenue and a stock
price performance brands that consistently show up in the top 100 best companies to work for they see
higher than average results every time brand values play a critical role in aligning the
brand internally so everybody is pushing in the same direction but there is a caveat here
values for the sake of values are absolutely useless brand values must be actionable and
they must show how the brand engages both internally and externally and they must
guide those actions and those decisions now ikea is an example of a brand that is clear on their
values and how to use those values as part of their broader strategy and here's how they see it
we have a strong set of values they are compass that guides us in everything we do our culture is
formed when we put these values into action they then go on to say we are constantly trying to find
better ways to get things done and to bring out the best in ourselves and others so here are the
core brand values for ikea togetherness caring for people and the planet cause consciousness
simplicity renew and improve different with a meaning give and take responsibly lead by
example so as you can see ikea's values are unique to them they're clear and they're actionable and
they can be used to guide decisions to guide actions communication and engagement as well
so when defining your core values for your own brand or for your clients start with single words
and make sure that they're important to you in the way that you do business or the way your client
does business and then make them unique to that business and that brand and make them
actionable as well brand strategy example number five is apple with their brand positioning now
brand positioning is arguably the most important and most difficult aspect of brand strategy and
the most difficult element of brand strategy to define and develop the goal of brand positioning
is to specify a unique point of difference or a differentiator that sets the brand apart from its
competitors now an effective brand position will earn the brand a distinctive place in the mind
of the audience as to why they're more relevant than their competitors and that's the idea anyway
that this brand is going to be more relevant than their competitors to this specific group
or this specific market segment consumers are bombarded with choices every day in every category
and brands must fight for that awareness they must fight for that attention and that salience
the winners are remembered and they're chosen in the buying decision and the positioning strategy
plays a big role in influencing that decision now without a shadow of a doubt apple is one of
the best examples in the world of a strong brand positioning strategy when you think of apple you
think of simplicity and innovation now there are hundreds of technology brands in the world but
none deliver that innovation and that simplistic brand experience quite like apple does
and that focus on advancement and that simplistic brand experience has allowed apple
to establish the leading position with premium pricing that competitors simply can compete with
here's the apple brand positioning statement for individuals who want the best personal
device apple is the technology leader that emphasizes research advancement and innovation
to give our customers an innovative and seamless experience we consider the impact of our products
and processes have on our customers and the planners now of course that doesn't exactly
roll off the tongue but the brand positioning statement is not designed as a piece of marketing
but an internal document to shape everything about the brand from the experience to marketing
and everywhere in between when defining your brand position uncover what's important to your audience
and how you'll give them what they want with an experience that's unique
to your brand brand strategy example number six is harley davidson with their brand personality
now brand personality is one of the most potent but still underutilized elements of brand strategy
now the goal of the brand personality is to make your brand sound and feel like a real
human rather than feeling like a corporate entity and what a brand says is critical of
course what they say is critical but the way they say it that's becoming increasingly important and
a really important aspect of the overall brand communication strategy now as people whether
or not we connect with other people is largely due to whether or not our personalities align
we tend to feel more connected to those who display the same characteristics and traits
as we do because our reptilian brain signals that familiarity equals safety brands therefore need to
show up with relevant human traits to get the approval from their customers reptilian brain
harley-davidson is a perfect example of a brand with personality throughout the brand experience
from the copy on their website to the image style to their marketing and their advertisements
harley's communication is laced with personality harley's target audience are rebels at heart and
they use that rebellious spirit throughout the experience which includes a rugged brand
identity gritty language a rough tone of voice non-conformist attitude and disruptive behavior
harley loves to go against the grain of everyday society and in doing so they endear themselves
to the inner rebel of their audience when defining a personality for your brand
take the time to first understand your audience and the traits they're attracted to and use those
traits to connect and resonate and embed them into your communication strategy brand strategy
example number seven is old spice with their brand voice and tone now brand voice and tone is really
an extension of the brand personality the goal of the brand voice and tone is to set the mood
and provide a guide for how the brand will sound to the audience or sound in the marketplace
now while your brand personality really provides the broader strokes of how your brand will show
up your brand voice provides the subtle detail of your brand's tonality your personality and tone
they work hand in hand to deliver your message in a specific manner to attract your audience
old spice is an excellent example of how a brand can use a fresh tone and style of communication
to connect with new markets now before their repositioning at the turn of the century
allspice was seen as this boring old man's brand but with a refreshed personality and a ton of
voice laced with tongue-in-cheek humor satire and swagger all spice became a household favorite
among that younger demographic also is actually became the number one brand in the men's body
wash category within 18 months of adjusting their brand strategy and their tone of voice
so when you're developing your brand's tone of voice start first with a well-defined
personality and then use your personality traits to shape the way you want your brand to sound
and the characteristics in the tone brand strategy example number eight is airbnb with brand story
now brand story or brand storytelling strategy is a framework of narrative techniques used to
engage the audience in a highly engaging way now the goal of storytelling is to create associations
and deliver messages to the audience in a way that feels really relevant and feels engaging
traditional marketing techniques that push products and services have an extremely
high dismissal rate because consumers are simply bombarded with those types of messages
stories on the other hand engage a primitive part of the brain that cuts through that barrier
of analytical thinking and when we hear a story it draws our attention and opens up a story loop that
needs to be closed in other words when we hear a story we instinctively need to know what happens
next the more relevant the story is to the journey of the audience and the journey that they're on
and the challenges that they have the more clearly they'll see themselves in that story brands that
are able to weave their message into a story about their audience plants a seed in that audience's
mind that's received fondly and remembered easily now airbnb is an example of a brand that has a
brand storytelling down to an art airbnb's mission is to help us imagine a world where we can belong
anywhere now to forge this mission into reality they focus their efforts on building a community
and they've created a platform for that community to share their stories from hosts to guests
airbnb have fostered a community of storytellers and loyalists marketing the brand through their
own positive experiences when defining a brand storytelling framework for your brand step into
the shoes of your audience and immerse yourself in their journey tell the story of the journey
of your audience and weave your brand in as the support to help them get to their destination
brand strategy example number nine is hermes with their brand heritage
now brand heritage is a brand strategy that tends to be reserved for brands with history
now the goal of brand heritage as a strategy is to create associations of tradition and longevity
and this inherently suggests that the brand has stood the tested time for a reason
and whether that brand is 30 years old or 130 years old associations of times past
can invoke this sense of nostalgia and place the brand in a unique place in the audience's mind
now one of the best examples of brand heritage is from hermes the french fashion brand now hermes
was founded in 1837 yes 1837 by thierry hermes and it's the oldest fashion brand in the world
now the brand has a deep sense of history and tradition partly because the brand still
remains in the irma's family which has now spanned five generations irma's was trading long before
branding became an important aspect of business and they've stayed true to their roots the irma's
brown philosophy was well summarized by former ceo jean-louise dumas when he said we don't have
a policy of image we have a policy of product now though very few brands enjoy the competitive
advantage of heritage it is a potent strategy if it's available and brand strategy example
number 10 is nike with their iconic tagline now the brand tagline is the brand's message
distilled into its purest and most concise form now the goal of the tagline is to paint a
memorable meaning in the mind of the audience that can grow into the position that it wants to own
now although the words tagline and slogan are used interchangeably there is a difference between the
two a slogan spearheads a marketing campaign while a tagline spearheads the brand slogans however can
be promoted to a tagline on the back of a highly successful campaign which often happens and that's
often the source of confusion on why people use them interchangeably and get them confused
now the tagline should help to solidify the position by making the idea simple and easy to
remember nike's tagline just do it is probably the most successful and memorable tagline of all time
but nike's tagline was born as a slogan for a campaign by wyden and kennedy in 1987.
now the slogan resonated deeply with the athletic community it was nike's core audience
and it quickly became the adopted tagline for the brand now of course today the tagline has become
the spearhead of the brand alongside that iconic swoosh and it acts as a way of life for the brand
and its customers as well to create an effective tagline for your own brand or for your clients
start first with your brand position and distill that position into a handful of words
an effective tagline has four key characteristics it should be concise meaningful memorable
and catchy now look an effective brand strategy is made up of a collection of elements all working
together as a cohesive system all successful brands have a clearly defined position which
is a non-negotiable when it comes to building a brand but once that position is defined you can
use all or any of the above elements to really focus in that strategy remember brand strategy
is the definition of a brand's approach to who they target how they differentiate and how they
influence perceptions and decisions so get crystal clear on who your audience is and what they want
and you significantly increase the chances and your ability to influence their decisions if
you want to dive deeper into brand strategy and brand strategy elements then this video
will help you out until next time brand like a master and I'll see you in the next video
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