The first key element to any brand
strategy is brand discovery. This is the stage of the process in which you
define who you really are as a business, what you stand for and your place
within the market.
This step will help you to determine
other aspects of your brand strategy, such as establishing guiding values, tone
of voice and overall brand positioning.
For digital products, and
organizations operating in the digital space, brand strategy is crucial in
order to stand out. Obviously, eCommerce and digital marketplaces are crowded,
so a clearly defined brand identity will help you cut through the noise to give
your customers what they need.
Understanding what it is your brand
does, and for who, is the bedrock of a successful digital brand strategy. It
allows you to craft your brand promise (what potential customers can expect
when they interact with your brand) and position yourself correctly to deliver
on that promise every time.
These key elements - audience
research, brand promise, brand values, brand positioning - can all be defined
by an in-depth brand discovery stage.