Create a brand plan

Step-by-step Playbooks
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Business benefits

Build an effective, flexible plan to grow your brand, and set up a measurement system to make adjustments over time.

Identify your current brand maturity stage to guide your brand plan.

The items you list under each step may differ based on whether your current stage is unbranded, reference, personality, or icon.

Outline your brand foundation, including your vision, purpose, values, and brand idea.

List the company goals, growth goals, target audience, and business problems your brand can solve. Get input from your CEO, leadership team, and other stakeholders.

Answer questions like:

  • What are your company’s financial goals?
  • What are your growth drivers?
  • Who are your growth audiences?

Conduct a SWOT analysis to outline the current marketplace situation and identify strengths, weaknesses, opportunities, and threats.

  • Strengths: What is working in your favor to be leveraged?
  • Weaknesses: Where are your internal vulnerabilities?
  • Opportunities: Are there any new product launches in the industry, or cultural macrotrends?
  • Threats: What are external market or audiences factors that could jeopardize your success?

Work with a large, cross-functional team for a more comprehensive picture of your brand’s strategic foundation.

Outline 3-4 key strategies to achieve your objectives and imperatives.

Answer specifically what your brand plan should achieve to satisfy your business goals and situation. For example:

  • Attract more users by investing in building awareness of our offering.
  • Test more effective ways to attract highest-value customers to our business.
  • Build a defense plan against new category entrants.
  • Nurture our community to increase customer retention and lifetime value.

Pick tactics to support each of your key strategies.

Tactics can vary widely based on your strategies, including advertising, PR, social media, partnerships, sponsorships, events, and content creation. Choose tactics based on your strategies and your audience habits and preferences.

Develop a measurement plan to identify exactly when the brand plan has achieved success.

Measure the KPIs most closely associated with the tactics you’ve chosen. You can also engage in brand testing, sentiment analysis, social listening, brand lift studies, and brand tracking.

Last edited by @hesh_fekry 2023-11-14T10:08:45Z