BRAND STRATEGY: YOUR RECIPE FOR SUCCESS.

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42% of small businesses fail because there’s no market need for their services or products – but that’s only half the story.

Creating a market need is not just about innovation, it’s about relevance. Off-White didn’t flourish because the world needed quotation marks around obvious words, they had an exceptional brand strategy that capitalised on cultural trends and generational buying behaviours.

Similarly, Oatly had long been in the market with little success and a not so appetising brand (trust me – we’ve dropped an example below, not a vibe.) 

However, Oatly capitalised on changes in consumption habits such as the rise in veganism and reinvented themselves to a new generation with an exceptional brand that conquers the tone of voice game to resonate with a new wave of consumers.

Brand Strategy is the antidote to irrelevance and a springboard for growth. It’s a recipe for success. It’s like baking a cake – let me explain how…

Step 1: Gather the right ingredients:

Analyse who you are and what you stand for.

Identify your target audience and their unmet needs.

Analyse the competitive landscape and uncover gaps.

 Step 2: Create the mix:

Define your positioning and articulate your values.

Create a brand identity that visually expresses that positioning.

Determine a tone of voice that guides how your brand speaks to the world.

Step 3: Get it cooking:

Embed your brand into your customer experience, across all channels and touch-points.

Connect with consistency to your audience so they understand who you are and can share that with their peers.

Step 4: Give it to the people:

Execute your new strategy by living the unique values of your brand, everyday.

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By following these steps effectively you can create a business that is:

Original - Offers a compelling point of difference to its competitors and crafts it’s own lane in the industry.

Relevant - As it delivers on an identified, unmet, customer need, it is something only you can deliver or it is crafted to the target consumer - not just a trend.

Recognised - The brand is consistent, considered and easily recalled by consumers as all interactions, from seeing an ad to talking to staff, feel brand-led.

Ready - A solid brand strategy aligns all business functions and departments to a joint vision and goal, which in turn, allows them to be agile yet focused for all that life throws at you.

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Follow the steps to unlock the potential for your brand and we are sure your consumers will be back for seconds. We would love to support you with the process, you can reach me at mark@unfound.studio (the baked goods and a cup of caffeinated happiness, are on me).

Let’s chat.