Brand Tuned - Smart Thinking, Better Branding

Shireen Smith - Why Have a Brand Strategy for Your Business? Part 1

August 21, 2020 Shireen Smith Season 2 Episode 27
Brand Tuned - Smart Thinking, Better Branding
Shireen Smith - Why Have a Brand Strategy for Your Business? Part 1
Chapters
Brand Tuned - Smart Thinking, Better Branding
Shireen Smith - Why Have a Brand Strategy for Your Business? Part 1
Aug 21, 2020 Season 2 Episode 27
Shireen Smith

Whatever your circumstances, setting your brand strategy can be really useful whether you’re branding a new business or rebranding an existing one. Start by considering what your overarching ambition and vision is for your business. Thinking through your brand strategy over a period of time helps in clarifying your vision, mission and values. 

  • Aligning your personal and business goals gives you the right mindset to achieve your ultimate objectives 
  • I believe there’s huge value in testing your ideas for a new business concept first before spending money on getting a visual identity, trade marking, and the like 
  • Think about your brand strategy gradually, make notes, and keep updating your thinking 
  • To stand out a brand needs to be legally distinctive, not just visually noticeable 
  • In the 21st century it’s necessary to use IP to brand your business effectively 
  • The name plays a fundamental role because many actions by competitors that you might want to stave off involve the brand name or brand designs 
  • What associations do you have when you think of brands like Ikea or Apple? 
  • What brand promise do you want people to associate with your business? 
  • “Brand” is why we expect one thing when we come across a SWATCH and another when we hear the ROLEX name 
  • Brand strategy also involves thinking about how to create a customer experience, branding, and communication messages to support the impression you want to convey 
  • What quality or outcome do you want to deliver consistently and reliably 
  • You should have a clear vision of the business you’re building so you can design your business to support how you want it to be known 
  • The aim is to create a brand that comes to mind when consumers are looking to buy the product or service you offer 
  • Work out WHY you do what you do 
  • Nike’s purpose is to bring inspiration to every athlete in the world 



Show Notes

Whatever your circumstances, setting your brand strategy can be really useful whether you’re branding a new business or rebranding an existing one. Start by considering what your overarching ambition and vision is for your business. Thinking through your brand strategy over a period of time helps in clarifying your vision, mission and values. 

  • Aligning your personal and business goals gives you the right mindset to achieve your ultimate objectives 
  • I believe there’s huge value in testing your ideas for a new business concept first before spending money on getting a visual identity, trade marking, and the like 
  • Think about your brand strategy gradually, make notes, and keep updating your thinking 
  • To stand out a brand needs to be legally distinctive, not just visually noticeable 
  • In the 21st century it’s necessary to use IP to brand your business effectively 
  • The name plays a fundamental role because many actions by competitors that you might want to stave off involve the brand name or brand designs 
  • What associations do you have when you think of brands like Ikea or Apple? 
  • What brand promise do you want people to associate with your business? 
  • “Brand” is why we expect one thing when we come across a SWATCH and another when we hear the ROLEX name 
  • Brand strategy also involves thinking about how to create a customer experience, branding, and communication messages to support the impression you want to convey 
  • What quality or outcome do you want to deliver consistently and reliably 
  • You should have a clear vision of the business you’re building so you can design your business to support how you want it to be known 
  • The aim is to create a brand that comes to mind when consumers are looking to buy the product or service you offer 
  • Work out WHY you do what you do 
  • Nike’s purpose is to bring inspiration to every athlete in the world