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Crafting an Authentic Brand Strategy – Building Strong Relationships & Unifying Your Identity

By Maria Hale, Chief Operating Officer & Michael Lehfeldt, Digital Manager

A well-defined brand strategy not only sets you apart from your competitors but also helps to form a strong relationship with your target audience. It is an all-encompassing blueprint that outlines your objectives and the tactics to execute your mission. Your brand strategy is the foundation for your business and the North Star to look to in challenging times. Remain true to your brand and you will find your way.

As you set out to create your brand strategy, consider this quote from marketing expert Seth Godin: “People do not buy goods & services. They buy relations, stories & magic”. Human beings are emotional creatures and make emotional decisions. When people think of your brand, what do you want them to feel? What do you want them to think or tell other people? This strategy helps you determine who you are and communicate it.

Building a brand is no easy task but the one thing we know is that without an authentic, unified identity, there will be struggle.

So how do we get there? At RMH, we believe three is a magic number and that we should keep things as simple as possible, but not simpler. Brand strategy can be broken down into three parts.

Once you figure out who you are and why you exist, you will be able to develop the right message and tactics for communication. For many advertisers, this includes the ever-evolving social media platforms. Facebook is filled with ads on “What is your social media strategy?”, and “Helping you define your social media strategy”. Social media does not live independently of the brand and therefore should follow the voice and the identity as defined by the brand strategy. Multiple personalities will just confuse consumers.

You can’t be all things to all people all the time, but you can attract the right people at the right time. When you know who you are, you can take actionable steps to get where you want to go.  It’s important that you portray who you are throughout all internal and external touchpoints.

If you are struggling with brand strategy and finding your voice, RMH exists to help you find it. Contact our team of out-of-the-box thinkers to help turn your ideas into growth.