How To Create Brand Copy Guidelines And Business Strategy
Creating a brand copy guideline is a very simple but tricky thing to do. There are steps that one needs to follow strictly in order to create either a brand guideline or a business strategy. In each case, different methods are applied to achieve the final goal.
Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand — the combined components of your company’s character that make it identifiable.
Brand Purpose or Mission: How the brand will behave on its insight.
Brand Values: The system by which the brand lives. Brand values are a benchmark to measure behaviours and performance.
Brand Personality: The acknowledgement of human personality traits (seriousness, warmth or imagination and so on.) to a brand as a method of achieving differentiation. This is usually achieved through long-term, above-the-line advertising and appropriate packaging and graphics. These traits inform brand behaviour via both prepared communication or packaging as well as through the individuals who represent the brand – its employees
Brand copy guidelines
Before you go further into its creation, you should first start by creating a shortlist that will serve as a guide for you. Here are some of the things that you should take into consideration:
- What do you want to include in the guidelines?
- What are the things that you avoid while doing it?
- What are the keywords that are to describe your brand?
- What are the promotional materials that are going to be used?
- What are the versions of your mission statement?
Following the above points will act as your guideline to creating one of the best, if not the best, brand copy guidelines that will help you in your business. They are very simple to understand and are well self-explanatory.
What do you want to include in the guidelines?
These are the things that are important to you and the brand. They include what is it that you understand or who you truly are and use your beliefs and values to guide your decisions in ways that are better for your people, your business, and the future. These can be summarised as your core values.
You should communicate your brand consistently and effectively through every piece of content you make. Your brand speaks it all, so all should be in one description. A consistent reminder of what you do is the building block of branding. You remind the prospective buyers or customers that you still exist and what you deal in. This communication is very important in that we connect with them in ways that bring out what you want them to perceive your brand as.
Attract the right type of customers to build a very strong, lasting brand that is going to stand out for a long. Building the bond is very important because it is this bond that will create a good rapport, and this will go down to spread to be a good name with even the customers that will come after them. It acts as the foundation for the relationship that will be long term.
Position your brand such that it is in a way that helps you compete with the other brands effectively from now and tomorrow and even days to come. You should be very competitive than the rest. A weak brand will not stand out where big brands are being talked about; hence your brand will lose meaning. In today’s market, competition is very stiff. Being able to adapt to this stiff nature will help you to stand out and also lead you to the success that you are aiming to achieve.
What are the things that you avoid while doing it?
You should not fail to define your brand strategy. You need to get much deeper into the category; this is in order to make you understand that the landscape, including the competition from other brands and their strategic positions, then define your brand and who the customers are. If you do not define your customers or the target market, your brand will have no essence of existing. You must be able to satisfy the needs and want of some type of people. These people are the ones who push your brand high.
What are the keywords that are to describe your brand?
From the keywords, one should look for the best three words that best describe the brand. One can use words like; opportunity, legacy or even passionate fruits. These words portray a good image for the brand and will do more food for the company brand.
What are the promotional materials that are going to be used?
They are among the following, the colour the brand will use as the theme, design elements, logos and slang that are used. For example, a company like coca-cola uses the red coloured theme. This theme brings the audience home. It is this theme also that associates it with the business, helping it out even in advertising and so on. Logos are essential in branding. A logo can stand for it all. Businesses are using different logos that are unique. It is very difficult to find brands with the same logos. It shows the presence of your brand.
What are the versions of your mission statement?
Provide a high product quality that is better than other business or better than the previous versions you had earlier created.
Provide superior customer service; this helps to get customer satisfaction. This makes the customer remember and come back to where the best service was provided. It can be quick and efficient.
Protect the quality of the environment. The environment is one factor that should be considered. If your brand is environmentally friendly, then many people are more likely to associate with the business. If your brand does not portray the aspect of protecting the environment, then it is definitely going to receive a lot of rejection from different kind of bodies and people.
Ensure equal access to resources
Encourage innovation /creativity. This is also an important issue that should be considered keenly. It is what distinguishes one brand and another. It is also what makes some customers prefer or like one brand to another. How creative you are will automatically payoff to be a very stronger brand than the rest. When writing down the mission statement, make sure you consider them in details.
Steps to follow
You should think like an agency
Like the agencies, do they do a lot of work research which include thorough advertising? They can also do product naming. In his way, if you think like an agency, it will assist you to come up with the perfect guideline.
Stay between the lines
To do this, you should be able to stay within your proximity. One should be able to put the brand within the topic or line that you are majoring on. This will help you not to go out of topic.
Let your brand do the work for you
A brand is what the people say about the business while you are not around. That is one of the most famous quotes among businessman in the world. The brand should talk on your behalf; it should portray everything that you wish to be communicated to the public.
Strictly say what your purpose is, the course for the branding and what your belief is. Why should anyone care about your brand? Make them have a persuasion that will lead them to connect to your brand.
If you follow the step by step action to this, it will prove to be a great deal for you.
Different people use different methods in their strategies. In short, there are different ways to come up with a good business strategy that will work for any type of business or brand. I gathered some six ways in which an effective business strategy can be made easily without any difficulties.
The ways include:
- Gathering of the facts
- Developing a relevant vision statement
- Developing a catchy mission statement
- Identifying the required strategic objectives
- Doing some tactical planning
- Having a performance management
Closely we are going to look into each.
Gathering of the facts
This will involve a lot of research and fieldwork. This means you will go to the ground and know each detail in the figure print. What are the things that favour you and what will not? In most cases, people use the SWOT techniques to go through the situation.
The strengths are the factors that work to your advantages, your skills or what you can do better than the rest. Weaknesses are the factors that do not work to your advantage and can also be the things you lack that the rest have. Things that do not favour you are weaknesses. Opportunities are the one-time chances that come that, if used well, works to your advantage. At the same time, the threats are issues that pose a very bad outcome for your brand if it occurs.
One should be on the lookout for the external factors, more so the political, economic, social, technical, legal and environmental factors, the PESTLE.
The most important part of this whole process involves the required people, for instance, professionals in the specific sectors, for you to get accurate information with regards to what you are gathering facts on.
Developing a relevant vision statement
The statement should clearly describe the future directions and intentions of the business and its limit from either to long term or medium term occurrence.
It is simply all about describing the purpose of the organisation and the core values it embraces.
Developing a catchy mission statement
The mission statement outlines clearly the primary objectives of the business. It basically focuses on what needs to be done now to achieve the objectives later. In other words, what are the actions taken in the short term that will get the result in the long term? This can be answered by the following question: what do we do? How do you do it? To whom do we do it? What value does it bring or add to the business?
Identifying the required strategic objectives
At this point, the main aim is to come up with a set of very high-level objectives for all of the required areas of the business. Your objectives must also include factors such as KPI’s, resource allocation and budget requirements.
Doing some tactical planning
Tactical planning is where the tussle comes in. it involves translating the strategic objectives into short term plans that will be done to achieve the business objective. This is compared to giving the bone, which is strategic objectives, the flesh that makes it complete. Tactical planning should be done very keenly and precisely.
Having a performance management
All the planning and hard work may have been done, but it is so much vital to continually review all the objectives and action plans to make sure you are still on track to achieve that overall goal. Managing and monitoring a whole strategy is a complex task, which is why many directors, managers and business leaders are looking for alternative methods of handling strategies. Creating, managing and reviewing a strategy requires you to capture the relevant information, break down large chunks of information, plan, prioritise, capture the relevant information and have a clear strategic vision
Making of brand strategy guidelines and business strategy are two different things but in one way or another have some similarities. For instance, in both, you should describe the mission statement very clearly for the target audience to connect with what you are really trying to lay across. As a business, there isn’t anything more crucial than making it easy for customers to connect to your brand.