Following on from The Value of a Brand Awareness Program, here is the framework to help you start building one.
Step 1: Be the story your target audience is living and sharing.
What do you want your business to be known for? What value will your business / product / service add to your customers lives?
Take the time to answer these questions and create your brand story. Make your story relatable, relevant and about the audience you want to reach.
Be sure to remember, your brand/product/service is the solution or enabler to ‘their’ problem/want/need – it’s not about you, it’s about them.
Step 2: Know your objectives and the dollar value each will deliver.
To measure your ROI (return on investment) with KPIs (key performance indicators). Map the anticipated actions your activity will achieve and use an engagement score card to evaluate the dollar value of these actions.
Step 3: The Design framework
Set SMART objectives for each communication / touch point in your program
I recommend an omni-channel approach with a clearly thought out execution plan to roll out your brand story, so that it makes sense no matter what stage your audience picks it up – Timing matters. A well planned roll out, should act like bread crumbs on a path to something wonderful, leading your potential customer directly to the next logical step on their buying journey.
Turn the features of your business / product / service into customer benefit statements
Build your assets – to be visually engaging, entertaining and strategically tap into what the customer wants to achieve.
Key takeaways
Do the pre work before you start designing
Know your brand story
Know your target audience
Know your ROI formula
Musts to include in your program:
- Product features that read as customer benefit statements
- Hire a professional copywriter to bring your statements to life – this is where a copywriter performs their wordsmithing magic.
- Map your execution plan to share your story to drive the perception in market you want for your brand