Our recent series of content, ‘The CMO’s Guide to Data-Conscious Brand Strategy’ has outlined Brandigo’s pioneering new approach to brand strategy development, where a potent mix of primary data and a creative vision combine for industry-leading results. Data-Conscious Brand Strategy elevates brands above the competition and inspires entire organizations. It cultivates equity—the kind investors, entrepreneurs, and the C-suite fawn over. The kind that leads to real revenue gains and lasting legacies.
Our last two articles focused on two elements of a data-conscious brand strategy that act as foundations, Brand Health Analysis and Value Drivers. For this article, we are going to look at how the data we generate begins to come to life in a meaningful way. A way that inspires internal and external stakeholders alike.
First thing’s first though. If you need a quick reminder on the ins and outs of what Data-Conscious Brand Strategy actually means you can check out this blog here.
OK, now that you are all caught up let’s get into how we bring all this valuable data to life.
The first step is to take all the insights gleaned from the research in order to develop a brand platform that is fully supported by the data. This means taking the value driver category that gives your brand the best opportunity to differentiate itself from your competition based on the needs of your market and your brand’s performance in said category.
You will be looking at the value drivers that sit in the ‘delighter’ or ‘critical driver’ categories for this, coupled with what you know your brand does better than the competition. And as we mentioned previously, this methodology can go deeper to help you identify the value drivers that resonate with different stakeholders, geographic regions, age groups, and so on. You are not relying on third-party data or analyst insights that are readily available to everyone, so this approach results in positioning strategies that are unique, authentic, and validated by data.
Step 2 is to distill this down into your Brand Essence. The essence of your brand, usually expressed in a two or three-word statement, is a guiding principle that is instantly recognizable by your stakeholders. It describes the number one emotional reason that your customers choose you and your products or services. And more importantly, remain loyal.
Make it Your Manifesto
Once you have your Brand Essence distilled, you now want to put together your brand’s manifesto, and just as the definition states, this will be your public declaration of your values and aims.
This manifesto is a new kind of mission statement – it’s a content vehicle for outreach, but it’s also valuable internally as a brand rallying cry.
Your brand manifesto can be used in various ways. It can be kept internal, or you can display it on your website. It can be used as a form of employee engagement. It can be created with a typography treatment and placed on your social media channels as an image. Or they can be given to communication partners as a roadmap for developing communication strategies. The bottom line is that it announces to the world what your brand is all about. The reason it exists and what it seeks to achieve. Make it emotional, make it something you and your stakeholders care about and are proud to stand behind.
Shaping Your Narrative
Finally, it’s time to create your own narrative and brand position.
Your brand narrative is a detailed description of who you are as an organization. It incorporates the new brand platform that is based on statistically robust data and truly differentiated from your competition. And it will also speak to the needs of your market. It will be evident across your website, your press releases, social media content, and much much more.
It has to be rooted in reality, otherwise, your stakeholders will see through it straight away. At the same time, it should be somewhat aspirational – giving your brand room to grow. But the beauty of a data-conscious brand strategy is you will have already identified your market’s value drivers and in which aspects your brand is the strongest, empirically so via your own primary data.
Keep it simple. Yes – your brand narrative will be a long-form description of your brand but long doesn’t mean complex. All the best stories are based on a simple premise. What is more, your customers and their perspective, their problems, and how you provide the solution, should be central to it. Make your customers the hero of your narrative and demonstrate how you helped them become so.
Hold Your Position
Finally, it’s time for you to create your brand position. The simple sentence that completely encapsulates why your customers should choose your brand.
Your brand position statement should include 3 key elements:
- What your company does
- Who you do it for
- Why your company is different
Again, although our CMO’s Guide to Data-Conscious Brand Strategy will give you valuable insight as to what the methodology is and why you brand are losing out by not applying it to your brand, we are still only taking a quick peek behind the curtain.
For more expertise and opinion, you can continue to go through all our excellent content, follow our social media, or get in touch with us. We’d love to hear about your brand, your challenges, and how we can work together to apply a data-conscious brand strategy that will set your brand apart and drive growth.