A brand strategy is essential for every business serious about brand building. We all say we have one, but what does it really mean for your organisation and how simple is it for your stakeholders to understand? 

More than just a recognisable logo, or catchy tagline, a compelling brand will not only drive people to believe in an organisations purpose and vision but will also inspire an organisation to seek the necessary knowledge and capabilities to achieve its vision and consistently communicate the benefits to its target audience. 

At C7EVEN, we believe that strongest outcomes stem from the simplest approach. The old saying ‘keep it simple, stupid’ was coined for a reason. When engaged to develop a brand strategy for our clients we deliver just that – a simple strategy that is easy for audiences, both external and internal, to understand, get behind, and generate loyalty. Our process leverages three key traits: creating simplicity, empowering people and inspiring passion. 

Creating simplicity 

Day to day life is busy and getting busier. We are bombarded with messages, advertising, media and content every day. So how do brands find a way to cut through all the noise? If a brand can stand for one profound and meaningful idea, an idea that inspires action from its audience, the chances they will remember it is greatly improved. This idea can become the platform for everything a brand does, how it looks and what messages and stories it creates. 

Empowering people 

A brand strategy is built from the foundation of empowering people. The necessary tools and resources are created to give the power to audiences to be empowered to spread the word. Internally, a brand platform provides guidance through stories, messages, brand books and guides, and will help employees inform how the brand should look, speak and act.  Externally, the brand strategy should aim to provide value beyond the transaction, and help customers achieve their desired outcomes and experiences. It should also support customers throughout their journey, and provide them with the resources, tools, and guidance they need to succeed. 

Inspiring passion 

Crafting an authentic and inspiring brand can be challenging. Brands should stand for something beyond their products or services, resonating with customers on a personal level. This deep connection is built on shared values and ideals. By bridging the gap between passion and branding, a brand can inspire customer advocacy and foster long-term loyalty. Educating and inspiring your audience helps spread word of mouth experiences that support your brand, while creating passion about an organisation provides inherent marketing leverage. The successful outcome of the brand strategy is to provide education, tools and resources, and a pathway to ensure the brands positioning is implemented effectively. 

C7EVEN develop brand strategies through leveraging the insights from what we already know, uncovering what we don’t, acknowledging the existing brand foundations and articulating a brand narrative to provide a guiding proposition for future actions and communications. 

If you would like to chat further about the ‘C7EVEN Way’ to creating a brand strategy for your organisation, reach out to our team today! 

Suzie Hamilton-Cooper, Graphic Designer