What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in
this video you're going to learn five fundamental principles of brand
strategy so you can move away from logo based brands separate from
marketing and start developing processes to build successful brands
Now if you're new to the channel and you're interested in building brands
that go beyond visuals using strategy psychology and creative thinking
then you're in the right place hit that subscribe button and the notification
bell and you'll be well on your way now we all know that we need to build a
brand we all know that a brand is not a logo and we all know
that your brand is not what you say it is it's what they say it is
a brand is your reputation and a brand is a perception there's a lot said about
brands and branding that don't necessarily give
you any direction or any fundamental principles when it
comes to building strategic brands so in this video I want
to go through five fundamental principles
that you can take into your processes to develop strategic brands and if you take
these processes and use them as guiding fundamental principles
and use them in the development of your brand strategies then you'll be able to
build strategies with a structure to succeed principle number one define
who you are now before you go out into the
market and tell anybody who your brand is you need
to know who it is your brand needs a sense
of self so it needs to have these internal belief systems it needs
to know what its commitments are what its ambitions are where it's going
and what its values are these internal beliefs acts
as a cell sense of self and it gives a solid
foundation to your brand that can lead into that
decision making within the leadership team so it's really important
to have this solid foundation for your brand and to know who your brand
is principle number two define who you are for
so now you know who your brand is you know who it is internally and it has a
sense of self but now you need to define who it is your brand is for so why your
brand exists in the first place so this person
exists out there in the marketplace and you need to define
who that is and exactly what you're trying to help them with
now this isn't sally age between 35 and 45 who's a marketing manager these are
demographics you really need to get down into
exactly who this person is what journey they're going through
what goals they have what challenges they're going through and the emotions
that they have connected to those challenges the more
you know about who your brand exists for the better you can define the
rest of your brand and your brand communication and that will give you
a solid compass as to where you're going for those
decisions that you need to make so you really need to understand
who your brand is for why it exists and how it's going to help them
principle number three define why you are different so you know
exactly who your audience is you know why your brand
exists and who it exists for but now you need to give that who
a solid reason as to why they should look at your brand
and this difference is the corner stone to your strategy for
success you need to give them that solid reason
as to why they should look at your brand because without that difference then
you're just going to blend in if you turn up into the marketplace
and you just offer the same as all of your competitors you're not giving your
who a reason to turn around and look at your
brand so that difference is key you need to know why you're
different and you need to give that as a reason for your audience
to look at your brand principle number four define how you will communicate
your difference so it's great that you've got this internal belief system
and you know who your brand exists for and you also
know why your brand is different but now you
need to define exactly how you're going to communicate that difference and how
you communicate your brand and your difference can take
on many forms you need to understand the personality that you want your brand
to portray the key messages that you want your audience to
understand about your brand and why you're different and what you
should mean to them and also how you are going to tell stories what
is it that you're going to say to your audience that's going to resonate with
them about the journey that they're on and
where they're going so it's really important here that you define
how you're going to communicate your difference to your audience
and principle number five communicate your difference
so the first four principles were all about defining your brand knowing who
your brand is who it's for the difference
it's going to make in the market and how you're going to communicate that
difference it's all about planning that brand expression whereas principle
number five is all about the action it's all about
the expression itself going out into the market
and expressing the brand on the digital front lines so
this is essentially your marketing strategy knowing your audience knowing
who they are and knowing where they congregate
and where they're going to be open to your messages
and then delivering those messages so these are the various touch points of
your brand and this is where your audience is going
to meet your brand now branding in its purest form is a
game of creativity now I'm not just talking here
about the design side of things yes there's creative
design in the logos and the fonts and the brochures and the visuals etc but
strategy in and of itself is a game of creativity and if you
understand these guiding principles then you have a structure
in place that allows you to go out and be as creative as you want be
creative in your personality be creative in your key messages in your
storytelling and your overall brand expression so really understand
these five key principles when it comes to developing
your brands and you will build brands that have a structure
that is designed for success but I'd love to hand it back over to you I'd
love to hear your experiences and your challenges when it comes to
developing brand strategies do you have principles in place that you
use as a guide when developing your brands
or can you take any of these five principles or all of
these five principles into your own processes i'd love to hear
from you in terms of your experiences and your challenges i'll do my best to
answer all of those if you like this video give it a thumbs
up hit that subscribe button and the notification bell as well
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actionable brand strategy tips and techniques just like this one
head on over to BrandMasterAcademy.com and get yourself signed up for the list
it's free and I keep some exclusive content for
that list as well so get yourself involved and if you want to develop
brand strategies from scratch there's plenty of resources on there for you to
download so as I said get yourself involved but
as i said i'd love to hear from you about your challenges
about your experiences i'll do my best to answer all of those until next time
brand like a master and I will see you in the next video