A goal without a plan is just a wish.

ANTOINE DE SAINT-EXUPERY

Strategy

A brand strategy is a blueprint to construct a new brand or refresh an existing brand. While this exercise is rooted hard in research, it is important to derive six anchor points that will ground your initiative to build a brand of your business.

These anchor points are Future goals, Purpose, Values, Target Audience, Positioning and persona.

Future goals defines the collective audacious goals of the stakeholders – where do we want to take this and what do we what to achieve?

Purpose

The purpose defines ‘the what’, ‘the how’ and ‘the why’ of the business. What does your company do? A phrase or sentence describing your primary business for the next five years.

How do you do it? What’s your secret sauce? What technology or approach sets you apart from the competition?

Why? The reason you get out of bed in the morning and go to work. The why should reflect the core reason your company exists

Values

Values are “stuff that really matters to us” or, better yet, “decision-making principles”.

Lots of companies list their values, but very few do the hard work to reduce and prioritise.

Knowing your most important value makes decisions easier, clarifies your message, and sets you apart from the competition. It’s hard work but worth it.

Audience

Who qualifies as an “audience”? Customers. But you can think more broadly by asking this question: Whose opinion do you care about?

Your brand matters not just to customers but also to other businesses, reporters, advertisers, employees, potential hires, and regulators.

Position

Defining the personality of the brand over a set of sliders is the first exercise.

We follow this up with defining the personality archetype(s) for the brand from the 12 archetypes

See illustration of a personality wheel to understand archetypes

Persona

Defining the personality of the brand over a set of sliders is the first exercise.

We follow this up with defining the personality archetype(s) for the brand from the 12 archetypes

These six pillars define the strategy or the blueprint to create your brand. This is done as a collaborative workshop with all the key stakeholders in the business.

A solid six-phase workshop with all stakeholders involved will set the brand path to success.

From generating the right idea about the future of your brand and forming the right transition between ‘what your company does’ till the positioning and plotting of your brand in the competitive market.

We at Zamstars are focused on preparing and developing a long term plan that is set to drive your brand towards developing combined components of your company’s character that make it identifiable. By forming the optimum strategy a well-defined and executed brand strategy is directly connected to consumer needs, emotions, and competitive environments.



CASE STUDIES

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