4 min read

I shared Part 1 - Crafting a Story of this series this past Saturday.

TL;DR (Too Long, Didn't Read)

1. Knowing Who You Are
2. Personal Vision, Mission & Values
3. Build a Vision Bio

You can find Part 1 - Crafting a Story on my website if you're among the 40% of people who missed it last Saturday.

In Part 2 - Brand Strategy, I will share how to set your brand up for success against the competition. Fighting for eyeball attention to your brand is a struggle; once you have that focus, you must hook them.

You must position your brand to maintain your conversions and impact revenue. Other marketing efforts will need to be better at best. At worst, you may be out of business.

Most brands fall at this stage because they do not want to do the work. What typically happens is half-baked assumptions are created. They are based on what one person believes will work. More research is needed, and more prospects are discussed to craft the strategy.

I learned a lot during my tenure working under brilliant Chief Marketing Officers. While at Target Corporation and Best Buy Corp, I supported teams in marketing. Those lessons learned have me convinced of the importance of brand strategy.

Brand strategy is critical for your personal brand or business, regardless of size.

Here is what we'll review today:

• What Do You Stand For
• Research: Audience & Competition
• Finding Gaps in the Market; Differentiation
• Brand Persona
• Positioning

This may feel like a lot of work, but it's okay. Additionally,  it saves time and money to get this right.

So, let’s take a look at a better way:

Here are a few tips to consider as you build that fantastic brand.

Tip #01: What Do You Stand For

There are roughly 8 billion people on the planet. You can market to some of them. You can indeed have a complex opinion on core topics and find an audience that will resonate with you.

Be bold or be unheard.

One of the best ways to think about this is taking a stance against an invisible enemy. For this example, we will use 'Bad Hiring Managers'. Robynn Storey of Storyline Resumes is a genius in targeting this hidden manager. She speaks for her firm and the clients she represents and tells stories. Most times, Robynn takes a strong position, which generates conversation. Here's one of her masterpieces.

Think of your invisible enemy for your brand and be ready to take a stand.

Tip #02: Research your audience and competitors

Most people at this stage do not talk to enough people or get enough data. While conducting this research can be a masterclass alone, I will keep the tip simple to consume.

01: Talk to at least 30 people

Take the time to speak with a human. Build a list of questions about their day, pain points, and best-case scenarios. Also, talk with people who both know you and have no clue who you are.

02: Search for your audience on Reddit, Facebook Groups, Quora, etc.

Searching in social forums where your audience interacts will find tons of raw, unfiltered data. Take note of the questions they ask, their language, and where pain points still exist.

03: Web Search or Chat with AI for competitors

Finally, spend time researching your competitors. Starting with an AI chatbot is the way to go. Hone in on more profound research by going directly to social pages, websites, and forums where they may advertise.

Timebox your window for research and start building a one-page summary of what you find. The research never ends. Don’t get stuck at this stage.

Tip #03: Finding Gaps in the Market; Differentiation

With the research you find, you’ll do well by doing something with it. Many go wrong here by not trusting the data and doing what “feels” right. Trust the signals.

To find gaps in the market, compare what you hear from prospects with the offerings or content being shared. Need more diverse voices in the market? No clear leader in a segment that you could specialize? Is a pain point going unmet because competitors didn’t research the segment deep enough?

There are tons of possibilities. Your objective is to find what makes sense for you and test it.

Tip #04: Brand Persona

You should be gaining a better picture of your ideal customer by now. You are ready to start giving that prospect a name.

Have you been in a retail store that feels like it knows you so well that it is “your” store? Money falls out of your pocket whenever you visit? Does the merchandise feel curated just for you? It's a big secret; it was curated just for you. And they know it.

Pull a one-page summary of your data together to build a persona for your customer. Focus on the following themes:

• Age range
• Gender
• Income
• Education
• Brands they like
• What they would say
• Where they live
• The life stage they are in
• Websites they visit
• What they read
• What motivates them
• What is frustrating

Finally, name this persona and write a story about their lifestyle. Remember, the work never ends, but you will have a great start.

Tip #05: Positioning

Finally, the last tip is to position your brand for success in the market. It is time to decide with all you know about your prospect or audience.

Think about this in terms of your product offering. To dominate your chosen market, create broader marketing efforts. Narrow into a niche where you are the only player and dominate that space.

If done correctly, all other competitions must play catch up once you go full steam ahead. Aim for a position of power. There, offer value at a premium price point. Also, it delivers unmatched value.

Your positioning is the strategy. Your choice will determine your likelihood of winning in the marketplace. It will also determine if you fall short.

Homework: Get started by asking the people close to you about your brand. Ask for three descriptors about who you are and your strong opinions.

Saturday evening, we will follow up with:

Part 3: Brand Assets

1. Name Your Brand
2. Color Palette
3. Typography
4. Logo
5. Brand Guidelines

See you on Saturday!

P.S. - There are more ways I plan to help you achieve your goals.

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Basic access to newsletter subscribers will provide access to getting started resources.

Paid access will be for members of the community serious about growth. Small group cohorts are formed to engage deeply and support one another in the journey.

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Creator Unlocked: Building Your Brand on LinkedIn (While Still 9-5ing)