There’s an extensive debate going about when is the right time to begin a new brand strategy. Some argue that daring is a key element to launch. Others argue that servicing existing customers first, then expanding into the new ground, is more stable. One thing is sure, however. To know what people will do, examine what they’ve already been doing.
When crafting a brand strategy for your client, their input is key. That’s why it’s important to establish an early rapport of frankness and growth-minded dialog. Often you find that your clients know what their customers are looking for. It’s your job to extract that information (gently) to start crafting the behavior of their customers.
Another essential tool in crafting an effective brand strategy is developing buyer personas. Buyer personas represent your client’s ideal customer based on data and research about their interests, motivations, habits, and goals. By creating these personas, you can better understand who you’re trying to reach and how best to target them. Again, your customer likely has reams of data about their customer’s behavior. However, extraction can be tricky.
Effective digital marketing tools ensure your brand strategy reaches the right people. By leveraging social media platforms, search engine optimization (SEO), and other online marketing strategies, you can ensure that the audience sees your intended message. In addition to helping you reach new customers, digital marketing can help you maintain relationships with existing customers.
In sum, customer input, buyer personas, and effective digital marketing tools are essential to a successful brand strategy. Finding out what message to craft, who to target, and reaching them through the channels they already occupy is key. Extracting actionable information from your clients about their customers is the first step and the most challenging. However, crafting an on-brand message that speaks to the client’s ideal customer is worth the effort.
Best of all, we can help. We’re Art of Strategy, and we can help you reach your customers or help you craft the message your clients are looking for. Contact us today!