As we have already learned, a brand has three components:
- Feeling: gut-level reaction.
- Promise: the vow a brand makes to its audience.
- Relationship: the quality of ongoing interactions between a brand and its audience.
Brand strategy step by step
The story-source brand strategy is a simple, clear formula recommended by marketing expert Nathan Ellering of Co-Schedule, an industry-leading, cloud-based marketing coordination tool.
This is the perfect place to start if you don't yet have a brand. And, if the audit you've just completed shows you should be changing direction or have gaps, these steps will also guide you in developing your strategy:
1. Connect your brand to the right people
By defining your audience persona and outlining their challenges, you'll learn exactly how to craft messaging that resonates with them.2. Unify your brand across every channel
By knowing how you can add unique value to your audience, you can continually make a giant, compelling, and true brand promise. This is the secret sauce to nurturing an enviable (and profitable) relationship with your audience.3. Infuse your marketing with purpose and excitement
Marketing is about driving profitable customer action. But the best way to do this isn't by soullessly pushing products and services at anyone with a pulse. It's about tapping into the powerful reason why you truly love helping your audience.
In the next lessons, we will go through this process by learning how to connect, unify and infuse with purpose.