1. Importance of Strategy
- Building a brand strategy can feel challenging, but it has a big impact.
- Think of strategy as a tower of blocks:
- Foundation = Mission & Vision.
- Block 1 = Target Audience.
- Block 2 = Promise.
- Block 3 = Benefits.
- Paint = Personality (makes organisation unique).
- All components work together — if one changes, review the whole strategy.
2. Assessing Identity & Communication
- Use a strategy to evaluate visuals (logo, colours, style, tone).
- Ask: Do they fit our target audience? Do they reflect our promise, benefits, and personality?
- Strategy also guides:
- Which channels to use (social media, email, other).
- How to prioritise messaging on website, emails, etc.
3. Internal Alignment
- Share the strategy with everyone in the organisation, especially communicators.
- Creates consistency across all communication pieces.
- Share the audience persona widely:
- Builds empathy for who you serve.
- Helps staff align with audience needs and motivations.
4. Final Encouragement
- Personas give a name and face to those you serve.
- Strengthens understanding and improves service.
- Celebrate the work done — strategy is the foundation for moving forward.