This video will show you the 10 critical brand strategy elements you MUST have in your processes in 2023.

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These are the elements I use when developing a brand strategy and I won’t build a strategic brand without them.

If you’re skipping any of these strategic branding elements then you’ll be missing one of the fundamental pillars that all successful strategic brands have in place.

Whether you’re a brand builder building your own brand from scratch, or a creative building brands for your clients then this video will give you the key elements you need to focus your efforts on.

You’ll learn how the internal brand is a fundamental driver that dictates the behavior of the external brand and why 95%+ of brand builders overlook its importance.

I’ll discuss how traditional customer avatars, demographics and psychographics fail to give you what you need to get into your customer's head with emotional connection.

You’ll learn how competitive research is useless unless you understand the market from your customer's shoes based on who is already helping them.

We’ll look at the cornerstone of effective brand positioning and how a unique differentiator is easier to develop than you think.

We’ll look at some great examples of differentiation strategy including Avis and The Dollar Shave Club.

We’ll explore how brands have become human entities and why a human brand persona has never been more important.

You’ll learn why traditional techniques to develop a core message don’t offer a brand any communication guidance and what to do instead.

We’ll look at the fascinating world of storytelling and why most brands are getting it wrong.

Finally, we’ll look at the brand identity system as a strategic tool that goes way beyond the logo.


0:00 10 Critical Brand Strategy Elements For Your Process [In 2023]
1:15 Element #1 Internal Brand
4:24 Element #2 Audience Persona
6:29 Element #3 Competitive Analysis
7:34 Element #4 Differentiation Strategy
10:25 Element #5 Human Brand Persona
11:35 Element #6 Tone Of Voice
12:48 Element #7 Tagline
13:59 Element #8 Core Message Framework
15:40 Element #9 Brand Story Framework
17:25 Element #10 Brand Identify System

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