A strong brand strategy aligns your business identity to your objectives, ensuring every touchpoint resonates with your audience and drives meaningful results. Here’s why it’s crucial and how to get started:
Why Brand Strategy Matters
A few years ago, we worked with a technology development group on a brand refresh. Early on, we discovered clear misalignment with their audience. They described themselves as software developers, when in reality, they offered much more. They approached SaaS from a value perspective aligning software processes and teams to business objectives. With a strategic reframe, we not only clarified their identity but also saved $20K/month in wasted ad spend while boosting their lead conversions.
The Impact of Alignment
Envision a plane leaving from NYC to Nashville. Just a few degrees off its course, it could end up in Kentucky, miles away from the destination. Brand strategy is what keeps your brand on track. It provides a clear framework for decision-making to ensure that your brand, marketing, and communications are aligned to your business objectives. And, it’s how we guarantee return on creative (ROC).
What Brand Strategy Does
Think of it as your brand’s GPS. It ensures every marketing and communication effort leads to your business goals, eliminating guesswork and maximizing Return on Creative (ROC). It’s the framework that keeps your brand consistent and competitive.
The Process of Building Strategy
At Circa, our proprietary strategic phase is custom-built by our brand directors who bring over a decade of experience in brand, marketing, communications, and business. It focuses on three objectives:
- Outline the Map: Audit the landscape to understand your brand, market, and audience.
- Create the Compass: Use data to uncover opportunities and guide decisions.
- Chart the Course: Align stakeholders and objectives to ensure a unified vision.
Why It’s Often Skipped
Strategy takes time and resources. While it may seem tempting to jump to the “fun” stuff like logos or style guides, skipping this foundational step can cost far more in the long run.
No Time? No Budget? Start Here.
We get it. Time and resources are finite. That’s why we offer a Free Brand Survey to help you gain clarity and start building focus.
Your strategy today shapes your success tomorrow. Don’t leave your brand to chance.
Ready for a deeper dive? Let’s chat.