Make Time for Brand Strategy in 2015

Posted by on Jan 27, 2015 in Blog | No Comments


Make Time for Brand Strategy in 2015

Okay, we made it to 2015. Let’s all take a breather and enjoy the reprieve from holiday madness.

Then, it’s time to start planning your brand’s year. What are your goals? What are you going to accomplish this year? How will January 2016 be different for you and your job?

If you’re too bogged down by what tweets you have to post today and what icons need to be designed by Thursday, then STOP. This post is for you!

In 2015, the Meyer Bennett challenge to you is to stop delivering directionless brand actions (direct mailers, tweets, posts, emails, press releases, etc.) and start committing to brand strategy.

Three Tweets to the Wind

We’ve all been there. When you have so much going on that you can’t focus on moving your brand forward. You’re just stumbling around, hoping to more or less go in one general direction. Being directionless is a career hazard with marketing.

In 2015, take time to set a course for your actions. With a little bit of planning ahead of time (as little as a couple hours at the beginning of the month), you can feel more confident in your brand actions for the next 30/60/90 day period. Having a strategy for this month, next month, and the quarter goes further than making your brand stronger – it can impress your boss.

Making Your 30/60/90 Day Branding Strategy

Coming up with a strategy is easy. Just look ahead to see what’s coming up in the next three months.

The Next 30 Days

  • What events does your brand have coming in the next month? How can you support these initiatives from a branding perspective?
  • What questions do you want to answer about your audience this month?
  • What will other departments and brand partners need from you in the next 60 days?

The Next 60 Days

  • How can you take what you learned last month and turn it into action this month?
  • How can you repeat strategies in the coming months to make your job easier?
  • What new projects would you like to start tackling?

The Next 90 Days

  • What will your brand be doing this quarter? How can you support that?
  • What national/international events are happening and how can you center your brand strategy around these?
  • What metrics will you use to measure your success this quarter?

Turning Strategy Into Action

By now, you should have some answers to the questions above. With those in mind, you can plan specific actions that match your brand strategy. With goals, it’s easy to come up with what to say in your tweets. When you know what you want to communicate, you become able to articulate it.

Personally, I use a spreadsheet to plan my specific brand actions for the next 30/60/90 day period. I’ll list all the dates I want to post items on and the goal that each action will contribute toward. Putting words on paper is easy after that!

Need Time For Strategy?

When someone asks you what your brand goals are this week/month/year and you answer with a deliverable, then you’re not being strategic with your plan. The biggest culprit for not having strategy is a lack of time. Meyer Bennett Creative can free up some of that time for you. We handle strategic branding as well as execution on those brand actions. Give us a call at 614.485.9913 or contact us to learn more.

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