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branding strategy outline

This strategy sample template here brings in very interesting details on business branding starting from the history of business branding, how brands influence the business customers as well as the stakeholders and so on. Sep 13,  · To understand brand strategy, one must first understand branding. In simple terms, branding is the process of quantifying the value and authenticity of an organization, product, or service. It is a clear set of characteristics, benefits, and attributes that define a particular brand. May 29,  · This step-by-step article walks you through a rebranding strategy process any professional services firm can use to build a stronger brand. Hinge’s Branding Program can help your firm stand out from the competition and build a brand that .


A 10 Step Brand Development Strategy for Your Professional Services Firm | Hinge Marketing


By Lee Frederiksen, Ph. May 29, There are many reasons why a professional services firm might consider rebranding. It could be as simple as branding strategy outline merger of two firms or as complex as a major shift in target clients or business strategy. But whatever the reason, a firm eventually faces the question of how to rebrand in a way that yields the desired business result.

That is what we are going to cover. What is the right strategy to rebrand your professional services firm? Any rebranding strategy should start with a thorough understanding of the business reason behind the rebranding. Is it driven by a need to accelerate growth? Does your firm need to compete with larger, branding strategy outline established competitors?

Download the Rebranding Guide — Second Edition. Some of these business cases are very easy to make, branding strategy outline, such as a merger of two firms. Others are more subtle, such as outgrowing your image. If you are not clear about the business reason driving the effort, you run the risk of wasting a tremendous amount of resources.

Some of the other top reasons to rebrand your professional services firm includes:. When you are clear on the business case for branding strategy outline rebranding, the next step is to conduct independent research on your firm and your clients. If you are attempting to move into a new market, branding strategy outline, that research should include your new target clients as well.

The goal is to have an objective understanding of your current brand perception and competencies. Without this research, you will be operating from an internal perspective only. After all, we are all human.

Without objective research, you will build a brand on branding strategy outline assumptions. Your market positioning is a brief description of where you fit into the market space. Are you an innovative leader or a low cost provider? This positioning will drive many of your subsequent decisions.

It needs to balance who you are as a firm and who you want to become. You must be able to support your positioning or your brand will be hollow. Your messaging architecture articulates your messages to each of your main audiences. These messages must be consistent with your overall brand and supportable. This is not marketing copy. It is the skeleton upon which marketing copy is built. This is the part of the rebranding strategy where you develop the visual elements that will communicate your brand.

Think firm name, logo, tagline, colors, business card design, stationary, branding strategy outline, and the like.

These elements are often described in a brand style guidelines document, which provides a set of parameters to ensure your brand is implemented consistently across all of your branding strategy outline materials.

Many folks confuse these elements with your brand. Your brand identity is a sort of visual shorthand for your brand, branding strategy outline. It is the place where you can tell a compelling story to each of your audiences. It is the first branding strategy outline a prospective client or employee will turn to learn more about your firm.

It is no exaggeration to say that a website and your online presence are the heart of a modern professional services firm. All rebranding strategies eventually involve your website. In a very real way, a website is built on the framework of your messaging architecture. Together with your remaining online presence think social media, for exampleit is the full expression of your positioning.

At this point in your rebranding strategy, you will develop all of the marketing materials that you need to communicate your brand and services messages. Branding strategy outline pitch decks, proposal templates, brochures, one-sheet fliers and trade show booths. These are the tools that you will use to communicate your branding strategy outline. They should be firmly anchored in your brand strategy. The final element of your rebranding strategy is to develop a plan to promote and strengthen your new brand.

How will you launch it internally? In professional services, it is essential that your employees embrace the new brand. After all, they are your product, branding strategy outline.

It must communicate your market positioning. Brand building is different for professional services. Some rebranding strategies fail because they try to shortcut the process. Others fail because they picked the wrong partners to work with. Start with a sound rebranding strategy. Find an experienced partner, branding strategy outline.

Give branding strategy outline the attention it deserves and the rewards will follow. A well-positioned firm that clearly communicates its brand is a formidable competitor indeed. Develop rebranding strategies that better connect with existing clients and prospects.

Lee Frederiksen, Ph. Who wears the boots in our office? That would be Lee, our managing partner, who suits up in a pair of cowboy boots every day and drives strategy and research for our clients.

With a Ph. September 5, Name required. Email will not be published. Professional Services Marketing Today. Send me all articles: Daily. May 29, Share. Download the Rebranding Guide — Second Edition Some of these business cases are very easy to make, such as a merger of two firms.

Some of the other top reasons to rebrand your professional services firm includes: You need to compete at a higher level or in a new market. Your brand no longer reflects who you are. Your firm is spun off from an existing brand. You have a legal reason compelling you to change. You need to simplify and focus your message. You have a new marketing team. You are launching a new service line.

Research Your Firm and Your Target Clients When you are clear on the business case for a rebranding, the next step is to conduct independent research on your firm and your clients, branding strategy outline. Download the Rebranding Guide — Second Edition 4. Build Your Brand Identity This is the part of the rebranding strategy where you develop the visual elements that will communicate your brand.

Marketing Collateral At this point in your rebranding strategy, you will develop all of the marketing materials that you need to communicate your brand and services messages. Download the Rebranding Guide — Second Edition 7. Brand Building Plan The final element of your rebranding strategy is to develop a plan to promote and strengthen your new brand. How Hinge Can Help Develop rebranding strategies that better connect with existing clients and prospects.

Excellent article! So many great insights and tips. Thanks man, that gave branding strategy outline insights Reply.

 

Brand Strategy | Marketing MO

 

branding strategy outline

 

This strategy sample template here brings in very interesting details on business branding starting from the history of business branding, how brands influence the business customers as well as the stakeholders and so on. Branding strategy outline, brand strategy plan & brand strategy guidelines - on a one page visual report to share with co-workers, partners and vendors. Sep 13,  · To understand brand strategy, one must first understand branding. In simple terms, branding is the process of quantifying the value and authenticity of an organization, product, or service. It is a clear set of characteristics, benefits, and attributes that define a particular brand.