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Simply put, every business needs a brand strategy. If you’re struggling to attract or convert quality leads, it’s probably time to get started.

1. How do you know it’s time for a brand strategy?

If you feel sure that more of your prospective clients should be reaching out to you—or you aren’t converting as many as you’d like—these are signs your brand and marketing probably aren’t resonating with your buyers as well as they could be. A brand strategy helps ensure that all business-critical marketing initiatives achieve maximum results, including (to name just a few):

• Mergers & acquisitions
• Branding and brand refreshes
• Website messaging
• Go-to-market strategies & marketing plans
• Event promotion across channels, including social media
• All marketing tactics, in fact…

Do you know your buyers’ needs as well as you know your offerings? If not, it’s probably time for a brand strategy.

2. What’s the first step?

We always start a brand strategy engagement with Discovery to get to know you, your market, and your needs.

At TrueCourse, we have developed a guided process that enables us to collect—in as few as 3 meetings—the key strategic information we need to do our work and develop your brand strategy, simply through conversations with your team (very little ‘homework’ required). This includes asking you questions and running you through structured workshops that enable us to understand and articulate (i.e. write down in a straightforward report—for our team and yours) your:

• Business objectives
• Products and services
• Target audiences and ideal clients
• Competitors
• Key differentiators
• Value proposition
• Brand values and brand promise
• And more…

We understand how valuable your time is, and that you have many business-critical issues competing for your attention. Our process ensures the most efficient use of your time for a focused, highly effective brand strategy.

3. What’s the rest of the process?

From here, all that’s left on your end is to await your new brand strategy document.

Our team will go away and complete our work, starting with further research into your top 3 competitors and your target audience personas. Then, we’ll synthesize the information we collected during Research & Discovery into a very concise but comprehensive Brand Strategy & Recommendations presentation.

4. What are the results?

Once your brand strategy is approved, you’ll have a document that provides a solid, strategic foundation for all your marketing efforts:

• Messaging (website, corporate presentations, brochures, etc.)
• Corporate identity (logos, look & feel)
• Brand imagery
• Go-to-market planning and tactics
• And more…

Our Brand Strategy process and document are also powerful tools to help build team alignment. Everyone can work to advance company goals with a shared understanding of how and why they’re prioritizing their efforts. In short: everyone will read from the same playbook.

5. Takeaways

If you’re sensing:

• More of your ideal clients should be reaching out to you or converting
• Your business-critical marketing initiatives aren’t achieving maximum results
• You could use a solid, strategic foundation for all your marketing efforts
• Your team could excel with better alignment

…it’s time for a new brand strategy.

Need a brand strategy? We can help.

Email: getintouch@truecourse.ca

#DontJustTakeOurWordForIt: Forbes gets to the core of why strategy drives marketing success.