- Starting point. Take into account the context of the brand development strategy for the overall business strategy. Know where to take the company and use the brand to get there. At this point, differentiating the brand is relevant.
- Identify target customers. Define which customers to target to achieve high growth. More focus, more speed in the growth process. Focus marketing efforts on the target we are looking for.
- How do we know if we have chosen our customers properly? Researching the customer group will help us establish their priorities and their perspective so that we can be able to anticipate their needs.
- Develop the brand positioning within the market: that is, what differentiates the company. It must be an ambitious but actual idea since it will have to be fulfilled.
- Address potential customers with a message that highlights the most relevant points. Their needs should be addressed to gain relevance.
- Deploy the brand name and slogan. These are targeted aspects for the market, they are not the brand, but are part of it. They will be the fulcrum for developing the positioning and how the brand is communicated.
- Content marketing, not “plain” marketing. This type of marketing is born in the context of the Internet era, so the strategy will be focused on a digitalization scenario. It optimizes efficiency in brand visibility.
- The place where the company communicates what it does, how it does it and for whom it does it. For this reason, it is important to have a website that conveys the right message.
- Enhance marketing tools focused on key services. Commercial and, in turn, brand development.
- Track the implementation of the strategy, how the plan was executed and what results were obtained.
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