How to build a long-range brand strategy roadmap

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brand strategy roadmapEvery brand should have a brand strategy roadmap that includes the vision, purpose, values, key issues, strategies, and tactics. As well, it should layer in the brand idea to deliver a consistent brand across the five consumer touchpoints. To ensure you have a long-range plan everyone can follow, you should get your brand strategy roadmap down to one page.  

Get your long-range plan on one page

Have you ever noticed people who say, “We need to get everyone on the same page” rarely have anything written down on one page? The same people who use the term “fewer bigger bets” are fans of little projects that deplete resources.

People say they are good decision-makers, yet struggle when faced with two distinct choices, so they creatively find a way to justify doing both options.

Always look at a long-range plan as an opportunity to make decisions on how to allocate your brand’s limited resources to the smartest ideas that will drive the highest return. Think of the brand strategy roadmap as a decision-making tool to align your team with the best financial investment choices and the best decisions on how to deploy your people. The brand strategy roadmap should then align and focus everyone who works on the brand, including the leader who writes the plan.

The brand strategy roadmap combines our brand idea map where we show how the big idea lines up across the 5 consumer touch-points and the long-term plan elements.

Long-range strategic plan

Align the brand idea across five consumer touchpoints

Today’s market is a cluttered mess. The consumer is bombarded with brand messages all day, and inundated with more information from influencers, friends, experts, critics, and competitors. While the internet makes shopping easier, consumers must now filter out tons of information daily. Moreover, the consumer’s shopping patterns have gone from a simple, linear purchase pattern into complex, cluttered chaos.

Five main touchpoints reach consumers, including the brand promise, brand story, innovation, purchase moment, and consumer experience. Regardless of the order, they reach the consumer; if the brand does not deliver a consistent message, the consumer will be confused and likely shut out that brand.

While brands cannot control what order each touchpoint reaches the consumer, they can undoubtedly align each of those touchpoints under the brand idea.

Here’s how the brand idea stretches across the five consumer touchpoints

  • Brand promise: Use the brand idea to inspire a simple brand promise that separates your brand from competitors, and projects your brand as better, different, or cheaper, based on your brand positioning.
  • Brand story: The brand story must come to life to motivate consumers to think, feel, or act while it works establishes the ideal brand’s reputation to be held in the minds and hearts of the consumer. The brand story should align all brand communications across all media options.
  • Innovation: Build a fundamentally sound product, staying at the forefront of trends and technology to deliver innovation. Steer the product development teams to ensure they remain true to the brand idea.
  • Purchase moment: The brand idea must move consumers along the purchase journey to the final purchase decision. The brand idea helps steer the sales team and sets up retail channels to close the sale. 
  • Consumer experience: Turn the usage into a consumer experience that becomes a ritual and favorite part of the consumer’s day. The brand idea guides the culture of everyone behind the brand to deliver the experience.         

Long-range strategic plan

Build a rough plan with the brand strategy roadmap elements

Start off your long-range plan with a rough copy of all the planning elements.

Long-range strategic plan

Lay out the long-range plan

  • Vision: The vision in the brand strategy roadmap should answer the question, “Where could we be?” Put a stake in the ground that describes an ideal state for your future. It should be able to last for five to 10 years. The vision gives everyone clear direction. It should motivate the team, written in a way that scares you a little and excites you a lot.
  • Brand purpose: The purpose has to answer the question, “Why does your brand exist?” It’s the underlying personal motivation for why you do what you do. The purpose is a powerful way to connect with employees and consumers, giving your brand a soul.
  • Values: The values you choose should answer, “What do you stand for?” Your values should guide you and shape the organization’s standards, beliefs, behaviors, expectations, and motivations. A brand must consistently deliver each value.
  • Goals: Your goals in the brand strategy roadmap should answer, “What will you achieve?” The specific measures can include consumer behavioral changes, metrics of crucial programs, in-market performance targets, financial results, or milestones on the pathway to the vision. You can use these goals to set up a brand dashboard or scoreboard.
  • Situation analysis: Use your deep-dive business review to answer, “Where are we?” Your analysis must summarize the drivers and inhibitors currently facing the brand, and the future threats and untapped opportunities.

Then set an action plan to include in the brand strategy roadmap

  • Key issues: The key issues answer the question, “Why are we here?” Look at what is getting in your way of achieving your brand vision. Ask the issues as questions, to set up the challenges to the strategies as the answer to each issue.
  • Strategies: Your strategy decisions must answer, “How can we get there?” Your choices depend on market opportunities you see with consumers, competitors, or situations. Strategies must provide clear marching orders that define the strategic program you are investing in, the focused opportunity, the desired market impact and the payback in a performance result that benefits the branded business.
  • Tactics: The tactics answer, “What do we need to do?” Framed entirely by strategy, tactics turn into action plans with clear marching orders to your teams. Decide on which activities to invest in to stay on track with your vision while delivering the highest ROI and the highest ROE for your branded business.

Bring the long-range plan and brand idea together

When you combine the planning elements with the brand idea map, you can complete the brand strategy roadmap.

 

To learn more, here is our workshop we run on how to write brand plans.

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

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Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

11 thoughts on “How to build a long-range brand strategy roadmap”

  1. Great post Graham. As always, you distill even the most complex concepts and tasks into steps that are doable for all.

  2. Graham, you just keep the hits coming. This is a wonderful explanation of how simple brand development and support could be, if clients could just open up to it. I still contend that the creativity went out of the marketing world with the rise of the MBA in the 80’s. Too much over analysis and pondering for surety, and not enough risk taking.

  3. This is a great post. I’m working with a client now that is in the position to really take some of this to heart. Great way to hit the reset button on a brand. Thanks for the help Graham.

  4. Great work on the ‘brand strategy on a page’ approach. Of course it’s not as easy as it looks to do this well. But there are a lot of FMCG marketers out there that would benefit from the discipline of trying this.

  5. Thanks for taking a topic and deconstructing it so that anyone can adapt it to their company’s situation/need. This was a big help for me and how to present my ideas to my CEO and Board.

  6. Graham – great stuff, very clear, practical and useful. I would like to refer to this in my branding course at NYU next semester. I use the same content, albeit with slight changes in terminology (e.g. “purpose” or “brand mission”), but emphasize that the principles remain the same. Jay

  7. Awfully enlightening many thanks, It looks like your current readers may possibly want even more blog posts similar to this continue the wonderful effort.

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