Does Your Brand Cross the Goal Line?

We live in a branded world. Through the clothes we wear, the coffee we drink and the cars we drive, the choices we make are often driven by aspiration and affiliation. It’s only human nature to want to associate with successful brands. Businesses that don’t take time to create a solid, strategic brand platform from which to market their products or services are at risk of being left standing on the sideline instead of performing as a star quarterback calling the plays on the field of consumer choices.


As a business leader you likely have visions to grow and expand your business. To do this, a brand jump may be necessary. A new brand should represent more than where the company is currently. A brand should be elastic. It should reach/stretch into areas that may seem uncomfortable at first, but ones that leadership is committed to attain.

Building a brand requires strategy. You need a game plan. First identify your brand objectives then assess the market and make strategic assumptions as to what plays the competitor/market may throw your way. Identify obstacles you’ll need to overcome. Are population changes affecting whom you need to reach? Are new competitors entering the market? How will you differentiate yourself from the competition?

Identify what values your brand should communicate. Is it energy? Passion? Your brand values should be apparent in all communication. What promises will your brand make? Make sure you can and will follow through to deliver those claims.

Develop core strategic messages. Your communication must be consistent every time. Whether you’re speaking to customers, your employees or the media, you must have a clear, concise, branded message.

Identify key targets. You likely need to reach more than one market. How will your brand resonate with each? Identify your brand’s personality and voice. Is it bold, concise and educational or maybe it’s light, relationship-based or even humorous.

Identifying the components that make up your brand will ultimately lead you to developing a solid look, including logo, tagline and color palette from which you can build your brand visually.

Simply view each component as a critical player you need to build a winning brand. Now that you’ve spent time creating your team you’re ready to develop your playbook. Only with a solid, strategic brand can you develop solid, strategic next steps for your company.

Alan Burkett is an account executive with The Strategy Group LLC, a full-service, strategic marketing firm. He may be reached at 316.612.0300 or alan@thestrategygroupllc.com.

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