Your Outline for a Brand Strategy Framework

Collecting data can take time and sometimes you may not know where to start. Building a framework as a starting point and formulating a presentation based on the slides you know you need to report out on in the end will give you what is needed to get started. Let’s take a look at a good framework for brand strategy and how to design your research with the end in mind.

Frameworks and Why They Work

               Start your research with a framework to help you navigate through the data research process. A brand strategy overview can be found here as a starter. Below is a framework I created and will share with you. There are three main parts and subparts to it. This is based on secondary and third-party data availability if you do not have the resources to create primary data.

  1. Market Research
    1. Company Financials compared to the market
    1. Competitive landscape on a company and product standard
    1. Data based on verticals (Are your customers within many different industries? If so, look at trends from these different industries that your customers are in)
  2. Brand Research
    1. What do customers say about your brand? Find visitor surveys and third-party data in the industry to help answer this question.
    1. How does your brand stack up against your competitors? There is good competitor data out there from third-party sources depending on your industry
  3. Audience Insights
    1. Audience segmentation across your product line
    1. Buyer personas based on demographics, psychographics, behavior and lifestyle

Designing with the End in Mind

               You’ve been tasked to create a brand strategy for your company, and you need a good basis of data as a starting point. Making data-driven decisions is important to you and you want to make good decisions on where your brand will go in the future based on the data collected from previous years. Where do you start?

               Start with a simple PowerPoint template to understand what the end presentation could look like. Fill in your title slides and create simple data charts as a mockup to represent what information might go there. Use your framework that you’ve developed and start mocking up what each slide looks like. Section out your slide deck like you section your framework.

               The final piece of information to remember is to answer the question of “why” when pulling your data. Why am I pull this data? What will it tell me? Use your framework and mockup slide deck to help you navigate your data research journey. And remember, data-driven decisions are going to lead to successful results. Best of luck.

Did you enjoy what you read? If so, be sure to check out my post about primary and secondary data here.

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