The Components of a Brand Strategy, with Allison Lanier

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What you’ll learn about in this episode:

What a “brand strategy” is, and how it is comprised of three key parts: the “why”, the “what” and the “how”
How your “why”, your brand platform, includes the 4-5 key points that make up your brand pillars, brand proof, persona, brand story and brand promise
How research, focus groups and other insight generators can help you develop your brand platform
How your “what”, the visual indicators of your brand such as your logo and colors, don’t have to change unless they need to be refreshed
Why your “how”, your brand awareness, is divided into four key buckets: distinction, relevance, consistency, and frequency
Why your messaging needs to reach your target audience where they are and needs to be consistent across all the ways your audience engages with you
Why your message should be relevant to your target audience and spark intrigue and interest

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