A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
– Seth Godin
5 Steps to set your brand strategy correctly
Step 1: Articulate the problem clearly
Step 2: Create an Audience Persona (a fictional character that represents that problem)
Step 3: Find the target audience that can relate to that persona
Step 4: Collect the right data from different sources (Reddit, Quora, Google, sales team, marketing team and current customers) that connects persona and audience together
Step 5: Create unique-high quality content that resonates with them and measure your brand KPIs and effect on your bottom line revenue.
Iterate steps 1 to 5 to improve the process so that you can maximise the bottom-line revenue.
Bottom Line Matters!
Impressions, Clicks, Traffic, Page Views, Bounce Rates…all KPIs are noise unless you can not attribute them to the five steps above.