Sam Worth on The Importance of Brand Strategy
Sam Worth
The Importance of Brand Strategy
Claims and stances
Transcript
- 0:00 Today I'm going to talk about brand strategy and how, in a world where there are tons of brands and the market is so saturated, you have to have a good brand strategy, or your product will never be seen as better than any of the others, and your brand will fail.
- 0:16 In the US alone, there's hundreds of coffee shop brands, but they sell pretty much the same thing, but with a little twist each way.
- 0:25 And for example, Duncan prides itself on being for everybody.
- 0:31 America runs on Duncan and how everyone should get a cup of coffee at Duncan on their way to work.
- 0:38 Where some people may feel Starbucks is a little more uppity, a little bit more snobby, but they kind of brand themselves as a little higher end, a good place to sit and chat and work more so than grab and go, you know, coffee.
- 0:56 And all of this is because they have very different brand strategies.
- 1:02 You have to manage what customers expect of your brand, what your employees feel working for your brand, what your social media portrays about you as a brand, and honestly, consistency is the key here.
- 1:17 Your packaging, your marketing, your social media voice, it all has to match your brand identity and what your brand stands for.
- 1:42 They one brand is catering towards a little bit of an older population for people who just want to sit on the couch and watch football and you know eat their food.
- 1:54 And so the things that they can post for an older audience are very different than one of the other brands who caters to kids and schools and you know, people who are trying to get brain fuel for um you know their long day at school.
- 2:08 And so each brand, their packaging, the names of their items, the way that they express themselves both in TV commercials and in social media posts are very different because the identity of the brand is different.
- 2:23 People aren't buying your product so much anymore because they can buy coffee anywhere or they can make coffee at home.
- 2:31 What they're actually buying is your brand and the how they feel being associated with your brand, the story your brand is telling, the identity that your brand has, and the identity that they can have as a consumer of your brand, and people want to buy from brands that are that align with their values.
- 2:53 And so maybe your brand doesn't meet the expectations of someone who you know wants your item, but I think if you market it in a way that is consistent with your brand but lets them feel included, that's really the the biggest part of strategy.
- 3:12 So a lot of these companies are selling the same thing, but how you connect with your consumers a brand is the most important thing when you are marketing or advertising or even just strategizing a new item or a new redesign of your packaging, staying within your brand identity and making sure that your brand is consistent across all platforms is the only way to set yourself apart in a market where every brand is trying to do the same thing, and I think that especially what now as people are craving something new and exciting, I think brands tend to stray away from their brand identity in an attempt to meet these expectations of the consumer, but it ends up failing them in the long run because people are like, oh, they keep switching up, they're just trying to stay with the trend.
- 4:10 And the main thing is you just have to stick with what your brand stands for and how you want people to perceive your brand when they're buying your products.