The term “Branding” has not been limited to one definition. Some define it as the name and tag line of a business, others say it is your company’s logo design and brand colours, and still some people move away from the visible aspects and lean towards a more sentimental definition – that is how they feel when they come into contact with a brand. We can go back and forth all day but all of the descriptions mentioned above are true for what a brand is. Therefore it is important for organisations to come up with an effective brand strategy that position their brand in a way that represents who they truly are. With that said, it is safe to say that coming up with a brand strategy is a little bit complex.
Brand strategies are necessary, without them – organisations risk falling into the trap of being known for what they are not. They risk moving into a marketing spectrum where brands that have no direction function and remain vulnerable to drowning in this over populated space. Brands that function in this space often struggle with getting their message across to the right target audience or even creating a suitable message for a correctly identified audience. For brands that have managed to differentiate as well as establish themselves amongst the leading competitors in their respective industries need to continuously practise brand strategy analysis.
Brand Strategy Analysis involves taking a close look at your brand and everything linked to it. Experts define Brand Strategy as ”generating and influencing brands carefully, thoughtfully and intentionally”. An analysis of this from the above sentence considers the 5 W’s and H. Who are you influencing? What are you trying to generate? Where is your brand aiming to influence or generate? Why do you want to influence that particular audience? When are you trying to influence, and how do you plan to influence? More questions to consider during a brand strategy analysis (for new brands especially) include: Is your product fulfilling a need? Is there a market for your product? Have you identified the target audience in that particular market? How do you plan to reach them? How will you measure the response? How will you monitor your brand positioning within the market? What is your brand promise and, most importantly are you delivering in the eyes of your consumers?
At J.Thoka we believe in individualisation. We understand that no two brands are the same so we approach our clients brand with the intention to personalise the Brand Strategy Analysis. Our brand strategy analysis gives you – the client – the opportunity to look at the past, present, and possible future of your brand. This will include taking us through the set brand strategies, all previous marketing efforts to implement these brand strategies, and from there onwards, our team will review and work closely with you to introduce and implement strategies that will positively influence the future of the brand. We want to help brands compete with the best in their respective industries. If you are interested in taking your brand back from the cluttered marketing space and have hopes to be a leader in your industry, then we want to partner with you. Get in touch today!