Raising the visibility, perceived value,

and reputation of an organization.

 BRAND (defined)
• The art of aligning what you want pple to
think about your company with what people
actually do think about your company (Baer;
2006).
• The essence of one’s own unique story
(Biederman; 2000).
• A reason to choose.
• Image, perception.
 Brand strategy

• Developing a brand strategy can be

one of the most difficult steps in the
marketing plan process.
• But it is a vital step in creating the
company identity.
Questions considered when developing Branding Strategy……

• 1.How are we visible to the

community?
• 2.What is our perceived value?
• 3.What is our current reputation in
the market?
• 4.Are we a trusted brand in the
market?
• The brand strategy identifies three core
components important in developing your market
strategy and tactics.
• 1. Purpose - your business must have a functional
and intentional purpose.
• 2. Consistency - without consistency a business
will struggle to survive.
• 3. Emotional impact - emotion connects you with
your customers. Brand strategy helps you develop
the emotion you are going after.
• Your brand identity will be repeatedly
communicated, in multiple ways with frequency
and consistency throughout the life of your
business.
FOUR MARKETING COMPONENTS TO UNDERSTAND

• A. Primary Target Customer/Client

• B. Competition

• C. Product and Service Mix

• D. Unique Selling Proposition

• By identifying these components of
the marketing plan you have created
the basis for crafting your brand
strategy.
• An effective branding process will
create a unique identity that
differentiates you from the
competition.
• That is why its often deemed as the
heart of a competitive strategy
 Branding Techniques

• Name Brand recognitionjnh

• Vision, Values and Mission statements
• Be yourself (Esse quam videri)
• Pricing
•Official Letterheads
•Colours
•Advertisements
•IDs Badges Logo
•Clothing
•Flyers/Brochures/Resource Guides/Cards
•Social Media presence
•E-Mail Signature (Click on Logo to go to
website)
•Written Plans & Policies
• Roadshows
• Promotions
• Environment
• Staff relations
• Vehicle branding (type, actual ads)
• Testimonials
• Sponsorship for community events
•A brand does
not remain
static, it must
evolve!