Brand Up Plan

#GuruChats Highlights – The Brand Up Plan

Wednesday was not a run-of-the-mill day! With our wonderful panel of guests, it was no doubt a stimulating chat infused with an array of perspectives, insights, and tips about brand planning, branding strategy and personal branding. Alan Lakein said “Failing to plan is planning to fail” so let’s dig in and find out whether or not his notion proves true for brands.

Our Guests For The Day

Yelling Mule

Cristina Roman

Ingrid Sundberg

PlanIt! Outsourcing

Jade Alberts Consult

Cindy McGregor

Stephanie Ciccarelli

James Bowen

Have you played Jenga? One wrong move topples the bricks down leaving a pile of mess. It’s the same with building a brand, but if you are careful you can expect growth and success. One way could be to make a plan highlighting goals and strategies. It’s time to discover what these experienced professionals chipped in.

Q1. Why Do We Need A Brand Strategy?

It’s a long-term plan to develop a successful brand constructed on clearly specified goals. A brand strategy involves all aspects related to a brand, which is not limited to the way it looks. It helps entrepreneurs, brand managers and creatives to associate a certain feeling with a given brand. Nevertheless, a strategy to build a brand also “provides direction” to the stakeholders on how to bring all the parts together to form a whole, as the Gestalt theory works.

 

 

 

 

Q2. What Are The Components That Make An Inspiring Brand?

An inspiring brand is one that connects with its audience, and is able to positively influence their lives. One that makes a difference, solves a problem, or introduces something innovative and awe-inspiring. It also delivers its promise and aims to be transparent at all times. Over the years, we’ve seen some brands that have rocked the world with their ingenuity, such as Apple.

 

 

 

 

Q3. How To Differentiate Your Brand From The Competitors?

Brand differentiation is in fact a journey to set your brand apart from competitors. For this you need an original idea to position your brand in the intended way in the minds of your target market. It is also important to derive a unique selling proposition for your services and products, after all they hold the power to impact your brand image.

 

 

 

Q4. How Will You Research Target Audience For Your Brand?

The first and the most critical step of a brand plan is target market research. While it can be qualitative and quantitative, the objective is to a) know your audience in and out, and b) segment the group into categories based on the geographic locations, demographics and psychographics etc. While there are several traditional and contemporary ways to investigate, our guests shared a few noteworthy ones needed in a digital era.

 

 

 

Explore: Designing Branded Visuals for Digital Marketing

Q5. In What Ways You Can Give A Brand Voice Based On Its Persona?

Once the characteristics of a brand are defined, as in the persona is formulated, voice becomes clearer. Brands use different channels to disseminate chunks of information about themselves, including the vision, mission and the message.

 

 

Q6. If Your Audience Does Not Perceive Your Brand The Way You Expect, How Will You “Brand Up”?

At every step of the way, a brand must remember the audience. After all empathy is the key to success when it comes to branding. You can’t expect people to like a brand with no humanizing element. Nevertheless, you need to engage your audience on a multiple level via different communication media to correctly evaluate what people think about your brand.

 

 

 

Q7. Which Tools Are Most Effective For Evaluating Brand Success?

It’s silly to make a plan, execute it but don’t care to analyze and evaluate the results. Part of your success depends on how you work with big data – information about your campaigns and your audience. In order to measure brand success, you need tools and some of guests shared helpful ways you can use.

 

 

 

Q8. Bonus: How Will Personal Branding Help Boost Your Brand Up Plan?

In your “brand up plan” you should consider personal branding. While it isn’t necessary, it gives an extra edge to your corporate or product brand. Haven’t you seen how brand ambassadors boost the sales of products? They don’t need to be celebrities from a specific industry, even the founder of a brand can become one. The idea is to add a human element.

 

Note: If you want to participate in #GuruChats, use the hashtag on Twitter to keep yourself updated about new chats.

Also Explore: Humanizing Designs – A Guide to Branding and Marketing

Q9. Your Best Advice For Small Businesses To Build Up Their Brand Successfully.

Small businesses are on a seesaw, neither they are too big like Amazon or too small. To move forward and rise from the benchmark, they need all the proven tips they can get to nurture into a winning brand.

 

 

 

Got tips for small business to brand up? Share them with us.

For updates, follow us on @guruchats and @logodesignguru

A visual design blogger passionate about interactive, experiential and captivating techniques designers, marketers and brands use to accentuate messages, tell stories, and spread awareness. I’m a visual addict like Alice, who finds books (or anything) without pictures boring! My writings focus on graphic and web design, branding, and visual marketing. My hobbies are to write poems, draw zentangles, read mysteries, and watch YouTube videos.

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