Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

What is a Brand Strategy?

A Brand Strategy is a long-term plan for the evolution of a successful brand and the growth of its brand equity.

Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.1
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 1: Brands and Branding

Other videos in this section include:
🎬 What are Brands and Branding? https://youtu.be/SCKf1gy0Gio
🎬 What is Brand Management? https://youtu.be/GHSyuK6-qpk
🎬 What is a Brand Marketing Plan? https://youtu.be/mvUe3Cdoh-Q

A brand strategy needs to align with the wider business strategy.

Eight Components for Your Branding Strategy
1. Promise
What does your brand promise to its customers? What are the objectives of your brand?
2. Emotion
Buying decisions are usually emotional. Facts are just what customers use to justify their choices. So, what emotions does your brand evoke, and how?
3. Consistency
What are the brand elements you need to reinforce in a consistent way? And how will you maintain that consistency?
4. Flexibility
Too much consistency can leave a brand feeling outdated. How will you riff off your branding to keep your brand feeling fresh – yet remain true to its core values?
5. Employee Involvement
How will your employees act as ambassadors for your brand? This goes beyond enforcing consistency in the use of brand assets. It’s about authenticity to brand values.
6. Brand Loyalty
Creating brand loyalty is the ultimate goal of a brand strategy. You want people to default to your brand, ahead of any of its competitors.
7. Competitor Analysis
You need to keep an eye on your competitors, so that you can adjust your products and messages to keep your brand at the forefront of customers’ perceptions.
8. Extending the Brand
Sometimes a brand will reach its potential. How will you extend its value by:
a. Extending your product line? (New sizes)
b. Adding new product categories to your brand (apple air tags)
c. Redeveloping a product under another brand
d. Launching a new brand

1. Look at one of the brands that your employer owns. Go through each of the eight components of their brand strategy. Assess the nature of the strategy under each of these headings. (8 MC CPD Points)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Branding: A Very Short Introduction https://geni.us/gGPWw8
📖 Branding For Dummies https://geni.us/cO4oPC
📖 The Brand Gap https://geni.us/cureu6
📖 Building a Story Brand https://geni.us/getCcr1
📖 Designing Brand Identity https://geni.us/DxzHwI6

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 10 MC CPD points

#Marketing #ManagementCourses #BrandStrategy


What is BIG DATA? And introducing the 3 (or 5) V’s
Account Management: What is Account-based Selling?
What is Corporate Social Responsibility (CSR)?
The Disney Creativity Strategy: The NLP Way to Test Ideas
Cognitive Reappraisal: How to Control Negative Thoughts
Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Diamond Feeback?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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