20 May 2009 29 Comments

Will this brand strategy work?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brand-troop21brand-strategyStrategy is from the Greek word ‘strategia’. It has its root in the military which speaks volume about maneuvering troops to engage the enemy even before the war starts. A strategy has far-reaching impact on the success of anything, brand inclusive. To develop a strategy that will work, brand must understand its niche, players as well as environment of operations. To win a battle without a strategy is tough. Fighting in a terrain you don’t know is worst as well. A general must first calculate the game on the paper before deploying troops. The calculation must include capacity of individuals at his disposal, strength of weapons in stock, the war zone terrain among others. The general also considers ongoing assessment methods of weighing the track records of the ploy. Through these, the general understands all the intricacies that there are. Otherwise, the strategy may be an assumption or personal opinion of the general which may be far from what is obtainable. For any brand strategy that will work, the brand strategist has to look at the followings.

1. Internal capacity: It is good to hire consultants, but when the consultant do not assess the capacity of the internal brands to deliver or there is a weak link in any of the vital internal brands, the strategy will fail not because it is not properly packaged but because of the assumptions that the internal brands are capable of delivery. In other words, consider ‘promise deliverers’ on the ground troops.

2. The brand channel: several channels are available and the channel differs depending on the position of the brand in the market. A leading brand may not use the same channel that the third position in the industry is using. Also look at the scenarios where a particular channel may not be the best for the brand’s channel.

3. The brand clients: Who are they? Are they internet savvy or net –onlookers? Never use a strategy that will not be supported or embraced by your channel.

4. Market: First consider the intricacies of your market and ensure the strategy will be there to support the brand strategy. These I think are the fundamentals. Does anyone has another opinion? Let me know in the comment section.

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