BRAND STRATEGY
Every business has unique strengths and weaknesses at its stage of growth. With many variables to consider when working out how to market your brand, which is why it's not effective to copy another's strategy. It's about playing to your strengths and working with what you have got! This process guides you through the aspects to consider in a brand strategy, which is ultimately about three things:
Connection to the purpose and values of the business beyond making a profit.
Connection to ideal audiences to meet them where they are at.
Staying connected to your purpose and your ideal audiences in the context of the wider marketplace with how you position your brand to stand out.
HOW WOULD YOU LIKE
✔️ A secure foundation/ blueprint structure for our brand,
✔️ Clarity on your messaging, including purpose, values, content themes, etc,
✔️ A non-judgemental space to be seen and get resourceful to work with what you've got,
✔️ To connect to yourself, your audiences and the wider context of your sector,
✔️ Empathic guidance along the process,
✔️ To make decisions and evaluate opportunities in terms of brand, market and product based on research insights.
WORKSHOP TESTIMONIAL
"I've had resistance to doing brand strategy work in the past. It always seemed so dry and I wasn't interested in it. Instead I followed my intuition and got mixed results. But the way Andrea shares it - focussing on how we can create authentic human connections - made something click for me. I was able to get a fresh perspective, identify incorrect assumptions and clarify where I need more research. I feel energised moving forward where I had been stuck, thank you Andrea."
Joana, sustainable fashion Business Owner and Marketing Consultant
FIND CLARITY THROUGH THE BRAND MESSAGING PROCESS
CONNECT TO SELF
Clarify your purpose, values, mission to share your unique gifts.
CONNECT TO AUDIENCES
Meet your ideal audiences in their scenarios and using their words.
CONNECT TO CONTEXT
Reality-check and reposition how your brand to stands out.
CONNECT TO SELF AND AUDIENCES IN CONTEXT
Once you have insights about where your brand is at from these three perspectives, you will receive a summary of recommendations based on your brand your brand, product and marketing.
You can refer back to this summary for all future decisions about communications and content, business and offerings development, evaluating future marketing opportunities and briefing freelancers.
CASE STUDY SAMPLES
WELLNESS COACH MESSAGING & WEBSITE WRITING
"Working with Andrea has been lovely. It’s been my first way to talk about these topics in a way that feels connected. This is down to who she is as a person, as well as how she brings her authentic relating skills into the process that could very well been dry when delivered by other people. Andrea has helped me to feel very much connected to myself throughout the process."
Maša Nobilo, Sleep Coach and Founder, Restful Sleep.
CONSCIOUS FESTIVAL MESSAGING & WEBSITE WRITING
"One of Andrea's especially memorable contributions was hosting a fun and deep workshop about the brand purpose for the whole team. Along with other research insights she gathered, she was able to use our feedback to create a unified message structure. This brought consistency in the content that she wrote for the website to resonate with audiences, as well as guiding content that has been created since.
I highly recommend Andrea for freelance brand messaging and content writing."
Dan Gibbon Walsh, Head of Marketing, Envirolution festival
HOW THE BRAND MESSAGING STRATEGY PROCESS WORKS
Workshop 1 - Connect to self and preparing to connect to audiences
Draft your purpose, values, mission and vision to inform your brand origin story and the themes for content marketing. Plus outline your brand personality which will inform your brand identity.
We'll also scope out the requirements for research into how your brand can best connect to ideal audiences.
Ideal audience research gathering
Typically this is arranging conversations with 8 - 12 people from your audience. They can be existing or previous customers or people you would like to be working with.
It could also be observing your ideal audiences interacting with your products or services, or an email survey. Or a combination of all three research methods. Whatever best suits your business needs and works for your audiences.
Workshop 2 - Connecting to ideal audiences research insights & starting to connect to context
This is where you'll receive a presentation of the insights from the audience research.
Taking insights from the audience research, we'll move towards the final part of the process - connecting with the wider market context. You'll be guided to explore exercises that help you to gather marketplace data and insights that you have. We will also be able to identify any blanks to be filled through further research into the marketplace.
Supporting marketplace research
This covers things like checking the latest competitor messaging and offers, finding out more about brands identified in customer research and collating a view of the digital landscape in social media and search.
Workshop 3 - Insight summary and recommendations presentation
In the final meeting, you will receive a summary of the insights from the whole process of connecting to yourself (brand), audiences and the context of the wider marketplace. There will also be recommendations for actions to reach your goals that relate to brand identity, messaging, marketing communication and business development.
BRAND CHECK-IN CALL TESTIMONIAL
"Working with Andrea for my brand messaging allowed me to get way more clarity than before about how I want to position my brand. Her support went beyond brand messaging, Andrea helped me get clear with myself about what is the core essence of my business and understand what are my next steps in reaching my ideal clients.
Using her amazing empathic listening skills, she provided me the space to find my own authentic way to better understand my niche."
Ana Maria Ghita, Personal Coach, Authentic Path.
FOCUSSING ON KEY PARTS OF THE BRAND STRATEGY PROCESS?
Maybe you want to spread the enquiry out over time, or just focus on certain elements. I can offer support specifically for parts you'd like to explore. These can cover tasks from the connecting so self, other or context parts of the process. Or if you'd like to be heard with empathy with where you're at with your brand, you can book a check-in call.
BRAND CHECK-IN CALL, 1 HOUR
This is for you if you're doing a DIY job on your brand for now, but would still like a space to be heard, ask questions, reflect, get clarity and brainstorm ideas. Don't forget to download your free brand messaging strategy checklist (at the bottom of the page) to help you to assess your progress.
PURPOSE AND CORE VALUES WORKSHOP
If you'd like to start with some connection to yourself, working out your purpose beyond making a profit, this is the process where we harvest your core values and form a purpose statement.
There's a 3-hour deep dive workshop, some follow-up research and reflections plus a final check-in. The outcome is a framework to connect to your strengths, to assess opportunities for alignment and a way to attract like-minded people through this powerful statement.
MARKETPLACE REVIEW
Get an up-to-date and in-depth review of what others offer so you can see how your brand compares from a customer perspective. Typically covering:
Messaging,
Product and service offerings,
Social media,
Email newsletter insights,
Lead magnet approaches,
Google search presence.
WORKSHOP TESTIMONIAL
"I was surprised to be able to uncover valuable insights about my brand from within myself during the workshop. The kind of stuff I don't usually have time to consider during my working days and can now put into action. Thank you, I feel seen."
Mirjam, Language coach and personal coach.
REVIEW YOUR BRAND WITH THE CHECKLIST
Get a view of the research tasks at each stage of the brand strategy process to see where you may need to gather further insights.
