Monthly Archives: May 2021

Brand Strategy

The first step in building your Strategic Marketing Playbook is your brand strategy. It defines what you want to stand for in the minds of others. There are seven deliverables that make up a brand strategy.  Learn more about them below!

Brand Strategy Deliverables

1. Why Your Brand Exists

  • Besides making things or providing services, what difference is your brand trying to make in the world?

2. Ideal Target

  • People who have similar needs and are likely to be interested in buying from you and you really want to serve

3. Brand & Naming Architecture

  • A way you organize and structure the brands and names of products and services so that customers can easily understand what is being offered

4. Promise & Secret Sauce

  • What you "promise" to do that will make your ideal target's life better and the ways and proof that you are better/different vs competition (4-5)

5. Brand Story

  • The story of how you guide your customer through challenges to success

6. Competitive Position

  • Simple graph known as a competitive position map that plots your offerings against the competition for any two parameters that customers value

7. Personality

  • Your brand looks, sounds and feels like this in every communication, as if the brand was a person

Click Here For The Strategic Marketing Playbook Overview

The Strategic Marketing Playbook

The Strategic Marketing Playbook consists of 4 integrated building blocks that your team implements to help you win in the market.  They consist of Brand Strategy, Communication Strategy, Marketing Plan, and Marketing Leadership. Each building block includes specific deliverables. 

4 Building Blocks of The Strategic Marketing Playbook

  1. Brand Strategy 
    • Why Your Brand Exists
    • Ideal Target
    • Brand & Naming Architecture
    • Promise & Secret Sauce
    • Brand Story
    • Competitive Position
    • Personality
  2. Communication Strategy 
    • Experience Principles
    • Journey Map
    • Audiences
    • Message Strategy
    • Channel Strategy
    • Content Calendar
    • Style Guide
  3. Marketing Plan 
    • Business Inputs
    • Priorities & KPI's 
    • Calendar
    • Budget
    • KPI Tracker & Dashboard 
    • Market Research and Insights Plan
  4. Marketing Leadership 
    •  Marketing "Quarterback"
    • Organizational Structure
    • Individual Development Plans
    • Skill Development
    • Hiring and Resourcing
    • Coaching