Brand Strategy development in 9 Steps

Hey, Mats here from Apex Pro Studio! As a branding expert in Ghent, I work daily with companies to develop effective brand strategies. A well-thought-out brand strategy—also known as a branding strategy or brand plan—is the key to building a strong and sustainable brand. In this guide, I’ll share my tried-and-true steps for creating a brand strategy that truly works. Whether you’re an established company in Ghent or a start-up just getting started, this guide is for you.

Step 1: Define Your Brand Goals

The first thing I always do is work with my clients to sharpen their brand goals. This often takes place in the form of a workshop with the client’s entire team. It’s a fun, interactive way to dive deep into what the brand really needs to express. We question a lot of things and, trust me, this can sometimes cause some confusion. But that’s what makes it so powerful. From experience, I know this is often the moment when clients realize their product might need some adjustments—and that’s great! It means the product will better align with their mission and vision. Ultimately, we always come up with a story that perfectly matches what everyone had in mind, but now it’s sharper and clearer.

As Simon Sinek says in his book Start with Why: “People don’t buy what you do, they buy why you do it.” This is crucial for shaping your brand strategy.

Step 2: Understand Your Audience

A branding strategy is only effective if you know who your audience is. That’s why we spend a lot of time on market research. We want to know exactly who your ideal customer is, what their pain points are, and how your brand can help them. And don’t worry, this doesn’t always have to cost a fortune. There are plenty of free tools like Google Trends and Meta Business (Audiences) that can get you a long way. You can also create and share your own surveys or even hire a research firm if you like. Depending on your budget and goals, we’ll always find the right solution.

As Adele Revella notes in her book Buyer Personas: “A deep understanding of your customers isn’t just needed for good marketing, it’s the foundation of every successful brand plan.”

Step 3: Analyze the Competition

Competition analysis is a step you can’t skip. I’ll help you understand where your competitors are strong and where their weak points lie. With that knowledge, we can develop a brand strategy that differentiates your company and gives you a unique position in the market. But don’t let yourself be overly influenced by what others have done. I love to back things up with data, but it has to remain unique—unless you’re making toilet paper; that’s a different story (or is it?).

Seth Godin emphasizes in his book Purple Cow the importance of being remarkable in a crowded market: “In a world where the supply is plentiful and attention spans are short, it’s essential to have a brand that stands out—a purple cow in a field of ordinary cows.” If you want to understand more about how ideas and trends spread, I also recommend The Tipping Point by Malcolm Gladwell. Gladwell explains how small changes can lead to a tipping point, causing an idea or product to suddenly and massively take off.

Step 4: Develop Your Brand Identity

Brand identity goes beyond just a nice logo. We work closely with you to create a visual and verbal brand identity that reflects the core of your business. This includes everything from your logo and color palette to your tone of voice and brand messaging. And don’t forget: your name matters! Naming is hugely important because customers often choose a brand based on name and appearance. This is often the first thing a potential customer sees about your company, so make sure it makes the right impression.

Step 5: Craft Your Brand Message

A clear and powerful brand message is essential to convince your audience. Together, we’ll craft a message that not only communicates your unique value proposition but also resonates with the needs and desires of your audience. Think of short, powerful slogans like Nike’s “Just Do It” or Apple’s “Think Different”—that’s the kind of simplicity and power we’re aiming for. As Alina Wheeler points out in Designing Brand Identity: “A brand message should be clear, consistent, and inspiring—a promise to your customers that you deliver time and time again.”

Step 6: Choose the Right Marketing Channels

Choosing the right channels is crucial for the success of your branding strategy. I’ll help you determine which marketing channels are most effective for your business. Whether it’s social media, email marketing, or content marketing, we’ll make sure you’re present in the right places to reach your audience.

Step 7: Implement Your Strategy

Now that the strategy is developed, it’s time to put it into practice. At Apex Pro Studio, we guide you through every step of the implementation, ensuring that your brand strategy is not only well thought out but also effectively executed. This includes everything from updating your website to launching marketing campaigns.

Step 8: Monitor and Evaluate the Results

A brand strategy must be continually evaluated to ensure it remains effective. We use various analytical tools to monitor your brand’s performance and make adjustments where needed. This helps keep your branding strategy dynamic and relevant. And let’s be honest: a brand should never stand still. I believe a brand must constantly evolve. That’s why I suggest sitting down with your team every year to evaluate your goals and plans and make adjustments. This way, your brand keeps moving forward, and you learn a lot of interesting things along the way.

Step 9: Adapt Your Brand Strategy

Markets change, and so should your brand strategy. We continue to adapt your strategy based on the results of our evaluations, ensuring that your brand always responds to the latest trends and the needs of your audience. As Marty Neumeier points out in The Brand Gap: “A brand is not what you say it is, it’s what they say it is. That’s why you must always be open to adaptation and evolution, to maintain that connection with your audience.” So, keep moving! Here’s a must-watch interview with Marty.

Ready to Take Action?

Developing an effective brand strategy is a process that requires careful planning and execution. With my guidance at Apex Pro Studio, I’ll make sure your brand strategy not only works on paper but also delivers real results. Ready to take your brand to the next level? Schedule a free consultation and discover what we can do for your brand.