Four Components to a Successful Brand Plan
When thinking about moving your brand forward it’s easy to simply suggest that you have a brand plan. That sounds great. It’s a good idea. But what actually makes for a good brand plan? Like everything we discuss, these are general rules that often prove successful. Every brand is different and even the most tried-and-true methods require some customization and TLC.
This goes without saying, but here we are saying it. Marketing speech can be a lot of fun, but at some point there has to be some money in place to actually make something happen. When we work with our clients we usually operate in halves and quarters. One broad six-month review to keep the year in perspective, and quarterly reviews to stay on track and make sure resources are going where they need to be.
Some companies land on a message that sticks and they never deviate. Nike has been telling us to “Just do it,” for a long time and anecdotally it would seem we still are. And yet, their specific methods and means of deploying that message have changed dramatically over the years. Sometimes a brand message needs to change, sometimes it needs to be tweaked, and sometimes it just needs to be reinforced, or even just remembered (we’re looking at you, Subway pizza).
A brand being “loyal” may mean a lot of different things to you. Maybe it’s their prices never changing or their product never changing or their customer service always coming through. Whatever the case may be, brand loyalty, though nebulous, matters a lot. At Marketicity, we understand who we are and what we do well. We stand behind our clients and know that loyalty goes both ways. We encourage each client we take on to determine what it means for them to be loyal, to stand behind their clients or customers, and to stick to that always.
Finding out about a new product or company can inspire a lot of reactions. But few reactions hold as much weight as an emotional one. Every client has a personal story, a specific way in which what they do impacts someone else. Finding what these emotional connections are and sharing them can be one of the most powerful marketing tools in your toolbox. Establishing a human connection with your clients can make every other aspect of branding much, much easier.
Marketicity is a marketing services firm whose team members have delivered successful campaigns and have been Moving Brands Forward for some of the best-known brands in their categories – both locally, regionally and nationally. We’re proud of our work but even more proud that our clients are proud of the work produced for their brands. Want to learn more about how we can help you “move your brand forward”? Simply give us a call at 618-281-6648 or visit our Contact Us page. We look forward to hearing from you.