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  • Writer's pictureKeverne Denahan


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Why do you need a Brand Strategy? You need a Brand Strategy because it's vital for success. Some companies push it aside; however, the day of reckoning always comes because your business reaches a point where you must have these answers.

Whether you need investment, want to scale, franchise, grow, hire freelancers, or more employees – all companies need to know who they are.

Your brand is the sum of your business vibe, personality, values, intention, propositions, and client experiences. It's what you stand for. Look for continuity and consistency with content that is professional and relevant.

I have chosen nine elements for your Brand Strategy that are vital for business success.



Your Brand Strategy starts with your Brand DNA. If you attended any of my webinars or read the blog on my website, then you know that Brand DNA is the foundation of your company. Some people think their Brand DNA is their logo, but that's only one element.

The basics of Brand DNA are:

Mission Statement

Vision Statement


Core Values

Brand Colors


Create all of these elements and move on to #2.



The next thing you need is a brand voice and tone that conveys the personality of your business. Do you want to sound happy and young? Or conversational, like you're talking with a friend? Or, if you're a lawyer or CPA, a professional tone would be the right way to go.

Choosing your voice and tone is so important in the beginning because any content that is created needs to sound like it came from the same source. Knowing your audience will help you determine your vibe. See #4 and #5.



First, write down your differentiators. Make the list as big as you want – you can reduce it later. The point is that you want to see how your business, no matter what you do, differs from your competitors.

Your differentiators could include your experience (something others don't have), how fast you do something, or even the quality. Differentiators can be anything, but you need them.



Next, define your target market. Who is going to buy your product or service? Be very specific. Have a primary and secondary target. Do heavy research, then go deeper and create a Buyer Persona - or two or three. See #5.



A Buyer Persona is much more in-depth. Using the same target market you created, now define their attributes. For example, her name is Tammy; she lives in a city with a small dog, is college-educated, works as an Executive Assistant, has a roommate, and is passionate about supporting local businesses. Then, find a photo of someone who looks like the person you have in your head.

Now you have clearly defined your market. If you hire freelancers or employees to help you with your social, website, or any content, seeing your demographics will help them reach your audience while reducing confusion and time.



Once you have defined your business with the above elements, it's time to develop your niche. It's a super smart business move to become known for being the powerhouse in your area of expertise. Make yourself the Thought Leader so people come to you for the answers. Your expertise will give them the confidence to hire you.



We all have competitors. Know your competitors - both direct and indirect. Stay informed of their marketing techniques, keep abreast of their website content, note what promotions they are running, and know their image on social media. You can even sign up on their email list to stay current. This isn't copying; it's about staying informed so you can plan your next move, your Brand Strategy.



Take all of this information and position yourself in the marketplace. Create a positioning statement of what you do, whom you serve, and the problem you solve in 1-3 sentences. This is important to keep you focused but is not necessarily public-facing.

To create this statement, it should answer the following questions:

Who is your target market?

What is your product or service?

Why do you do it?

How do you fill a need differently than your competitors?



Most products and services can use the storytelling style of writing to share their company's origins and journey. When you take your audience on a journey, they want to read more. Investing time helps them build an emotional connection with your brand. Emotion breeds sales. I wrote a blog about how to write a brand story.

Now that you know what you need to have a great brand, it's time to get to work. If you need an expert to help you create this content, look at my portfolio and send me a message. I am excited for you to have more success!

Until next time,

Keverne Keverne Denahan Luxury Brand Expert & Copywriter

Copyright © Keverne Denahan 2023


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