(image courtesy lizmariestrategy.com) Because brands today connect with customers person (brand) to person (customer), your brand needs a personality to engage emotionally with your customer. Your Brand Personality is the human qualities of your brand. Using archetypes can help determine human characteristics that reflect your brand. Answer four questions below to help determine your brand archetype: …
Brand messaging is the way your brand connects and engages with your customers and communicates how you are different and better than everyone else. Be clear on who is your customer Review your customer personas. Are your customer goals aligned with your values and what you offer? Be clear on who you are What does …
A brand positioning states how your brand fulfills a customer’s need, and how the fulfillment reflects the brand’s values and is different from competitors. It is the clearest vision of the brand. It aligns marketing with company values, it shows the brand’s purpose and distinguishing features next to competitors, vis-a-vis the customer need. It is …
After creating several Brand Maps, the map illustrating the most relevant attributes to your customers will stand out. This is your Brand Differentiation. It is how your brand connects and engages your customers in a way that is different and better than your competitors. It is the brand strategy that will help you win and …
Brand Map/Brand Positioning Map/Perceptual Brand Map is a visual plotting of brands on X and Y axes showing how brands are perceived by customers. The axes are brand attributes that matter to the customers. Create multiple maps using different pairs of brand attributes relevant to your product or service. The maps evaluate your brand, competitors, …
SMART goal setting gives direction, aligns your efforts, and allows you to measure results. SMART stands for Specific, Measurable, Achievable, Relevant, and Timebound. By taking these different aspects into account when setting your goals, you’ll have direction on steps to take. SPECIFIC Your goal needs to be as specific as possible. If it is vague, …
A mission statement states the purpose of your business and how you serve your customers. It’s the “what,” “who,” and “why,” of your company, a guideline by which you operate. Everything you do should work toward your mission statement. To begin crafting a mission statement, Free write about what you do, and how you do …
