Is this a good brand strategy?

[OUAREZKI]

Hi there,
I'm completly new to the brand business and development world. I've been asked to make a business strategy for a startup that has many new products to sell. Does this strategy sound good to you?
It is devieded into three part, that will contain 5+ steps: 1. Brand Strategy / 2.Brand Identity/ 3.Brand Marketing
Beginng with a
1.Brand Strategy, that would inlcude the following steps:
Bradn Purpose
Brand Vision
Brand Mission
Brand Values
Brans Position

2.Brand Identity
Brand Personality
Brand Presence
Brand Communication
Brand Image style
Brand Messaging

3.Brand Marketing
Segmenting
Competitior Research
Brand Offer
Brand Journey
Brand Awareness

 

[JEREMY HAWKE]

Dont understand the question

Its way over the top and looks like something from linkdin /google search .

 

[Mark T Jones]

TBH it looks like textbook bollix

As per your previous posts, start by working out who your customer is and what need/desire your product is filling.

Then ask your employer why they have recruited you to do a job which you freely admit you have no experience or skills in

 

[fisicx]

Nobody cares about your brand @OUAREZKI

Focus on marketing the products and let the brand develop naturally.

 

[japancool]

Those just all look like buzzwords. What do they actually mean?

It's better to speak human.
What are we selling?
Who are we selling it to?
Why should they buy it from us?
How are they going to find out about us?

 

[NickGrogan]

Is someone trying to rank this page for the word Brand?

Russell Brand
Jo Brand
Katy Perry was briefly Katy Brand - or would have been if she took his name.

You're welcome

 

[Mark T Jones]

Is someone trying to rank this page for the word Brand?

Russell Brand
Jo Brand
Katy Perry was briefly Katy Brand - or would have been if she took his name.

You're welcome

The Wurzles - I've got a brand new combine harvester

 

[fisicx]

I’ve branded my brand into my brand new brander.

The Wurzels were the modern day Baron Knights.

 

[DontAsk]

Brand Journey

It's a real turn-off when people start talking about being "on a journey".

Even things like "my cancer journey" turn me off. I have had cancer BTW, so I'm not completely heartless.

 

[RevoMark]

Numerous branding agencies are clients of mine. Ensuring that the brand is available and protected is step 1

 

[Ivanzyt]

These are the standard steps taught in any brand strategy course.

Whether it’s “good” or not depends on context. For example example Sometimes brand personality is a wonderful and very powerful step but for many niche b2b businesses it’s pointless.

I’d be happy to chat about this with you if you want. And just to note I’m not from a marketing company I’m not trying to sell you anything (well unless you want to buy 3PL or some industrial spray nozzles!) But I am someone who has been in b2b sales and marketing for 25 years. If your product is b2c I will be of less help. But if you want a chat pm me. Happy to help if I can.

 

[fisicx]

The problem @OUAREZKI is your suggestion isn’t a business strategy. You don’t get customers by promoting the brand. As an unknown you first need to market the products. Later on once established your brand will develop.

And remember that brand is not the same as branding.

As was suggested in your other threads, you are the wrong man for the job. You need training and mentoring.

 

[WaveJumper]

Why would a start up ask someone with no marketing experience to write them a business plan whole thing seems doomed from the start im afraid. Like asking my plumber to pop round and fix the loose roof tiles

Nothing worse that starting out on the "journey" and the car won't start

 

[fantheflames]

I would focus on selling your products. Building your brand can come later, once you have some traction and feedback from customers! This will help you with brand development with what your customers actually want. You could make a start on the brand before, but not too much as you'll want to adopt your brand development as you go.

 

[Paul Kelly ICHYB]

I'm completly new to the brand business and development world. I've been asked to make a business strategy for a startup

Not a great start for the startup.

 

[OUAREZKI]

Nobody cares about your brand @OUAREZKI

Focus on marketing the products and let the brand develop naturally.

alright then ....

 

[OUAREZKI]

Is someone trying to rank this page for the word Brand?

Russell Brand
Jo Brand
Katy Perry was briefly Katy Brand - or would have been if she took his name.

You're welcome

yeah, this is of no help

 

[OUAREZKI]

It's a real turn-off when people start talking about being "on a journey".

Even things like "my cancer journey" turn me off. I have had cancer BTW, so I'm not completely heartless.

ok gotcha.....hope you are okay now

 

[OUAREZKI]

These are the standard steps taught in any brand strategy course.

Whether it’s “good” or not depends on context. For example example Sometimes brand personality is a wonderful and very powerful step but for many niche b2b businesses it’s pointless.

I’d be happy to chat about this with you if you want. And just to note I’m not from a marketing company I’m not trying to sell you anything (well unless you want to buy 3PL or some industrial spray nozzles!) But I am someone who has been in b2b sales and marketing for 25 years. If your product is b2c I will be of less help. But if you want a chat pm me. Happy to help if I can.

thank you, I've sent you a message btw

 

[OUAREZKI]

The problem @OUAREZKI is your suggestion isn’t a business strategy. You don’t get customers by promoting the brand. As an unknown you first need to market the products. Later on once established your brand will develop.

And remember that brand is not the same as branding.

As was suggested in your other threads, you are the wrong man for the job. You need training and mentoring.

thank you for your insight

 

[fisicx]

thank you for your insight

Have you done as suggested in your other threads and got some training in marketing? Or at least the marketing for dummies book.

I’m not sure what your employer knows what they are doing. If you need a business plan/strategy you need someone skilled in doing so. You are not that person.

 

[MarketingQuote]

This is an amusing thread

 

[OUAREZKI]

Have you done as suggested in your other threads and got some training in marketing? Or at least the marketing for dummies book.

I’m not sure what your employer knows what they are doing. If you need a business plan/strategy you need someone skilled in doing so. You are not that person.

Yes I'm currently under training and reading up on the topic as much as I can.
I understand that I'm not qualified or experienced for this job but I'm trying my best to fit in and make something work.

 

[fisicx]

Yes I'm currently under training and reading up on the topic as much as I can.
I understand that I'm not qualified or experienced for this job but I'm trying my best to fit in and make something work.

That’s good. But you need to get expert help with developing a business strategy as your current approach is all wrong.

Forget about brand and branding. Right now they are irrelevant to business development.

What are you selling and to whom? Where are your employers located?

 

[OUAREZKI]

That’s good. But you need to get expert help with developing a business strategy as your current approach is all wrong.

Forget about brand and branding. Right now they are irrelevant to business development.

What are you selling and to whom? Where are your employers located?

Oh, so that's where I need I need to start, Godness I'm doing it all backwards then.
So I need to do some competitor reasearch , then what? What would be the next step.....?

 

[fisicx]

No. You first need to define your target customer. Build personas, identify how and where they shop. Look at their buying decisions - what makes them buy one type of product over and other.

Once you have all the data you can then start on a business strategy to market to your target customer.

All this can take many months. The more competitive the product the harder and more expensive it will be to break into.

You still haven't told us what you are selling. Knowing this will allow us to provide better advice.

 

[OUAREZKI]

Ahh yes!
I'm selling a management and tracking software that can be used on desktop and mobile. It will be launched first in the Tunisian market, then worldwide.
The real difference between our software and the existing software in the market is that it is more sophisticed, allowing for quick and eay automation of data (this would usually be done manually by a lot of companies). It also has numerous features (other than login/logout) that are customizable.

 

[fisicx]

Stick with the Tunisian market. Don't try to expand until you know you can compete with the many, many alternatives. When you do launch overseas expect to spend eyewatering amounts of money on marketing.

And your difference isn't anything special, data automation is common place.

 

[japancool]

Sounds like B2B.

Really, in B2B, no one really cares that much about brands, mission statements and all that.

Does it work?
What problem does it solve that my current software does not?
Is it reliable?
Is support available?
What price compared to similar pieces of software?

That's what they want to know.

 

[NickGrogan]

yeah, this is of no help

Actually is should be helpful, as they are all successful at branding themselves.

Russell Brand - Very will branded in UK and USA at least, probably more. Just his name and you know what to expect.
Jo Brand - More UK focused, but again everyone know what a program featuring Jo would be like - because she has a strong brand
Katy Perry - Global brand, if I told you she'd made a new song and video, you'd immediately have an idea of what it looked and sounded like.

Thats what brand is.

 

[Mark T Jones]

Ahh yes!
I'm selling a management and tracking software that can be used on desktop and mobile. It will be launched first in the Tunisian market, then worldwide.
The real difference between our software and the existing software in the market is that it is more sophisticed, allowing for quick and eay automation of data (this would usually be done manually by a lot of companies). It also has numerous features (other than login/logout) that are customizable.

Firstly, you need to understand the psyche and buying protocols of Tunisia (which may be similar of very different to here in the UK)

In product terms, you need to either identify in fine detail who you want the customer to be in order to tailor your benefits to their specific needs. You also need to detail and quantify. In a competitive market 'more sophisticated ' is meaningless

 

[fisicx]

Thats what brand is.

It's often not something you can define. It develops over many years.

 

[Ivanzyt]

Really, in B2B, no one really cares that much about brands, mission statements and all that.

I don't think that is correct at all. It's probably more important in B2B than in B2C, to be honest. Brands are essentially a heuristic for making complex decisions. In B2B the stakes are much higher as we can be looking at astronomical amounts of money passing hands and if people mess up they get fired. The old statement "No one got fired for buying IBM" is a classic example of a very strong B2B brand. Ok, sure, IBM went and cocked it all up later but for many years the IBM brand was synonymous with safe reliable solutions. There are many B2B brands that are incredibly important and powerful Oracle, Sattchi and Sattchi, Cap Gemini, JP Morgan, HubSpot, SalesForce, all are very strong heuristics for simplifying often extremely complex decisions.

 

[JEREMY HAWKE]

I don't think that is correct at all. It's probably more important in B2B than in B2C, to be honest. Brands are essentially a heuristic for making complex decisions. In B2B the stakes are much higher as we can be looking at astronomical amounts of money passing hands and if people mess up they get fired. The old statement "No one got fired for buying IBM" is a classic example of a very strong B2B brand. Ok, sure, IBM went and cocked it all up later but for many years the IBM brand was synonymous with safe reliable solutions. There are many B2B brands that are incredibly important and powerful Oracle, Sattchi and Sattchi, Cap Gemini, JP Morgan, HubSpot, SalesForce, all are very strong heuristics for simplifying often extremely complex decisions.

I'm really unsure about this I dont really care as long as we are making money and things do what they are supposed to do . All I ever worried about is if the business is making money and I dont get happy about business purchases as I do personal purchases .

I read all this stuff and if I am unfortunate enough hear people talk it and I wonder just how much money and time is wasted in UK and USA businesses with people just talking complete waffle.

If somebody came here and talked sense to me about how we could bring in more lucrative business I would enjoy working with them but if you came here with all this crap that nobody understands I would take you out into the yard and put the hose pipe over you

Everybody on here is trying to make a profit I cant speak for the others but I'm not trying to be Kim Kardashian. So common sense and straight talking is always the best policy

 

[Mark T Jones]

I don't think that is correct at all. It's probably more important in B2B than in B2C, to be honest. Brands are essentially a heuristic for making complex decisions. In B2B the stakes are much higher as we can be looking at astronomical amounts of money passing hands and if people mess up they get fired. The old statement "No one got fired for buying IBM" is a classic example of a very strong B2B brand. Ok, sure, IBM went and cocked it all up later but for many years the IBM brand was synonymous with safe reliable solutions. There are many B2B brands that are incredibly important and powerful Oracle, Sattchi and Sattchi, Cap Gemini, JP Morgan, HubSpot, SalesForce, all are very strong heuristics for simplifying often extremely complex decisions.

I agree to a point. The problem lies in the whole perception of brand from a start up perspective. The naive dream that a brand alone will bring success.

The names you mentioned have built their brand on the back of a product- I'm struggling to think of a case where the brand preceded or led the product (happy to be proved wrong on that one).

Find you market, get the product right and build your brand on the back of it

 

[fisicx]

There are many B2B brands that are incredibly important and powerful Oracle, Sattchi and Sattchi, Cap Gemini, JP Morgan, HubSpot, SalesForce, all are very strong heuristics for simplifying often extremely complex decisions.

They became well known because of their products and marketing. You don't start you business with brand development. You begin with your products and services, the brand will then grow and become associated with those products and services.

One could also argue that a number of those brands you list have sullied their reputation. Oracle for example has upset many of their customers in recent years and is losing market share.

 

[japancool]

Ok, sure, IBM went and cocked it all up later

Exactly. It's about their reputation and the quality of products/services they provide, not their brand. 30 years ago, you might have said no one got fired for buying Boeing. And now?

 

[Ivanzyt]

They became well known because of their products and marketing. You don't start you business with brand development. You begin with your products and services, the brand will then grow and become associated with those products and services.

One could also argue that a number of those brands you list have sullied their reputation. Oracle for example has upset many of their customers in recent years and is losing market share.

Errr sure but not really relevant I was arguing against the point that

"Really, in B2B, no one really cares that much about brands, mission statements and all that."

In B2B brand does matter an awful lot as do mission statements and the like. I agree you might not start a business with brand development being the first step. But it is also true that the development of brands does not always flow from successful products and services. There are many examples in business of companies with poor products and services but great brands. The main skill of these companies was not making good products or services but making good brands.

The recent Prime drinks craze is a good example (although obviously B2C), it's a crappy product, that is overpriced and just not very good quality, but had great branding and brand promotion. This was a business that made millions. The primary business strategy was brand awareness from day one, it was all about brand and brand exposure. The actual product was almost irrelevant.

 

[Ivanzyt]

I agree to a point. The problem lies in the whole perception of brand from a start up perspective. The naive dream that a brand alone will bring success.

The names you mentioned have built their brand on the back of a product- I'm struggling to think of a case where the brand preceded or led the product (happy to be proved wrong on that one).

Find you market, get the product right and build your brand on the back of it

In B2B I think you are right you need to get the reputation before you can build a brand.
In B2C consider the Prime Hydration drink if you have kids of certain age you will probably know all about that. It was a branding exercise from day one. The product was crap and had absolutely no reputation it simply used the celebrity of youtube influencers to build a drinks brand from nowhere and they made millions. All on brand from day one.

 

[Paul Carmen]

In B2C brand is often important, in B2B not so much, unless you're talking about global mega brands. The only exception often is if it has a negative reputation; e.g. unreliable, expensive, greenwashing etc.

People look for a solution to a problem in B2B situations 95% of the time. We deal with lots of brands and products, and are always looking for solutions and software for ourselves and our clients to fix problems, improve outcomes, automate processes etc.

This always becomes about first functionality, then ease of use, product support, and ultimately cost too. We don't want to hear a load of brand speil, we want to know how the product will perform against our requirements, and what the cost is for that solution.

If you start that way you can incorporate these elements in the brand plan; e.g. 24/7 support, the only solution that does XYZ etc.

The first part should always be a marketing plan, who are your potential customers, what are their pain points, what do they need to fix these, where/how do they search for solutions, who are the competitors, what's their proposition and price etc. You'll then know who/where to start marketing, how to price, what to say to them etc.