2025 Marketing Planning: Strategy comes first.
We work with companies and non–profit organizations that span industries and size. What they have in common is the need for brand strategy.
Strategy is difficult to see and not easy to talk about. The world is shifting faster than ever, creating problems and opportunities every day. Here’s your chance to build a winning strategy and find more success in 2025.
Brand strategy involves defining the brand’s purpose, values, target audience, and key differentiators, and consistently communicating these elements across all marketing and communications channels. A successful brand strategy aligns with business goals, cultivates customer loyalty, and helps the brand stand out in a competitive market. In short, brand strategy is about answering “why us?”
It’s a lot. So, let’s break it down.
Define Your Brand’s Purpose
Begin by clarifying why your brand exists. What unique problem does it address? Who is experiencing the issue, and what options are available to them? Understanding these elements will help you articulate your brand’s purpose and connect with the people you wish to serve.
Understand Your Target Audience
Fundamental to marketing success is understanding your audience’s desires, pain points, and behaviors. It requires conducting customer research, developing audience personas, and customizing your messaging and services for different segments.
As an advocate of niche marketing, I shared insights on this approach in an interview with Crain’s Cleveland Business, which you can read here. Focusing on a niche makes it easier to connect with a specific group of like-minded individuals, rather than a broad audience with varied preferences. Focusing on all things to all people can lead to irrelevance.
Analyze Your Market and Competitors
What messages, services, and experiences do your competitors offer? How do they share their story on their website, in social media, and other marketing channels? What’s their brand’s personality, and what tone and language do they use to convey it? Are you too similar and thus undistinguished?
Conduct a Brand Audit
UNTUCKit nailed it. They have a story that differentiates the brand, and they stick to it across all the company’s platforms: physical locations, website, television, radio ads, and social media.
Create Your Brand Messaging + Story
From taglines to brand storytelling, think about the language that embodies your brand’s core identity. For example, Jeep’s tagline, “Go Anywhere, Do Anything,” evokes a spirit of adventure and a lifestyle of freedom. In contrast, Volvo’s tagline, “Volvo. For life.” emphasizes safety and durability, conveying the idea that a Volvo is built to protect you and your loved ones for the long haul.
However, like other steps, it should be backed by research and customer input. What logo, color palette, typography, and other design elements are right for your brand? What resonates with your customer? What helps your brand stand out? What helps differentiate your brand?
Done right, you establish rules for visual and messaging consistency across all platforms and materials after you have a clear brand strategy.
Understand Your Brand Experience
When was the last time you mapped your customer journey? Ensure your brand strategy aligns with every customer touchpoint, from website to in-person experiences.
Your internal culture and customer service must also reflect your brand’s values and promises.
(I never said developing a brand strategy was easy!)
Measure and Refine Your Strategy
Establish key performance indicators (KPIs) and the methodology to track them consistently over time. Use customer feedback and market trends to iterate and improve your brand strategy.
Follow the steps above to develop your strategy, before you develop your marketing plan! Need help? Let’s chat: laura@vivalabrand.com
