Strategy

What to say? Creative strategy.

The purpose of branding is to get into the memory of potential customers and refresh the memory of existing ones.

To do this you need to communicate with them on a regular basis. But what should you say? This is the creative strategy.

Remember you’re talking to potential customers here. They don’t have time for nuance or complexity. Keep it simple. One paragraph, or even one line if you can.

Here are some common creative strategies:
– We’re the cheapest.
– We’re the original.
– We’re the easiest.
– We’re the best.
– We’re the country’s favourite.

You just need to find your own. We’ve got lots of techniques to get your own creative strategy. Too many to list here. But whatever technique is used, what is vital is that you measure it against these rules:

  • Your creative strategy should be distinct within its category.

  • While a strategy may sound feasible, its flaws can become apparent during the execution of communications. Always stress-test your strategy by executing at least four communication pieces based on it.

  • You’re going to want to want to have a lot of variations in your communication, so your creative strategy needs to be able to product lots of ideas.

  • Some strategies work great advertising but not for social. You need a strategy which is flexible enough to work with all your chosen media.

  • Whatever you say, you want buyers to remember your brand. A creative strategy must put the brand at the heart of the communication.

Where to say it? Communication strategy.

You’ve got more ways of reaching your audience now than ever before. From online to outdoor to radio. It can be very confusing. So here are the basic rules of communication strategy.

  • A brand’s biggest chance of growth comes from its light buyers or the customers it doesn’t have. So aim to reach all of them.

  • Focus on a primary media channel which allows you to reach the most light and non-buyers in your category. This means aim for the biggest reach media first. (Sharp et al., 2014)

  • Supplement that media channel with others that reach the buyers your primary media doesn't reach. (Sharp et al., 2014)