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In this episode we look at the 5 pillars for brand growth to start building your brand map so you can get crystal clear on the purpose of every brand-related activity in your business.
Key discussion points:
1) Where your vision and mission sit on your brand map 2) The 5 pillars for brand growth 3) Why this framework will be important moving forward 4) Taking stock of where you're at 5) Start building your work-in-progress brand map
A quote to share
"Instead of thinking of all the things you need to do for your brand in a static checklist, I think about it in terms of a framework involving 5 key pillars that will help you understand how you can continuously improve your brand." - Lauren Kress
G'day everyone, Lauren Kress The Business Scientist here and - can you believe it - we are up to episode 5 already.
Which means... this is the final episode of my initial daily series to help you kick off the year 2020, and - if you're listening to this in future, then it probably doesn't matter so much about podcast frequency, because you already have future episodes to listen to.
But I did want to start this off with daily episodes, so you could really get some momentum with your brand strategy straight out of the gate because otherwise it can be easy to get side-tracked with other areas of your business, and I want to make sure that this is really giving you insight where and when you need it.
So if you've been enjoying the series so far, please do let me know, you can connect with me on LinkedIn and send me a message there or my twitter handle is laurenkress89 if you prefer to tweet.
Links are in the show notes and remember to subscribe to keep up to date with my weekly episodes that will be coming to you throughout the year. Now today we're talking about creating your brand map.
And in fact we've already started this process a few episodes back when we talked about defining your brand purpose.
So you should already have your vision and mission statements for your brand map, and in this episode we're going to talk about where to go from there.
So you might have noticed that I like using frameworks to organise information.
Like I could give you a whole list of things you could potentially need to do for your brand, and I see people do this all the time - and the lists are getting longer and longer. Like a few years ago people would do those listicles that would be like 5 things you need to know about brand or 10 ways to get more customers.
But now you see articles like 48 ways to grow your LinkedIn profile and the 99 things you need to consider when building your website. And it's really overwhelming. And I don't want to overwhelm you guys because a) if I overwhelm you with information the chances of you using that information to do something useful for yourself is minimal and b) you probably won't want to listen to my show anymore.
So instead of thinking of all the things you need to do for your brand in a static checklist, I think about it in terms of a framework involving 5 key pillars that will help you understand how you can continuously improve your brand. So if you already have an established brand, this framework will help you see where the gaps are and how you can improve.
And if you are starting out, then this will help you think about all of the key things you need to do to launch your brand.
Ok so the first brand pillar is your purpose and contribution. And this is what episode 2 and the worksheet and the Ikigai was all about - so you're already mostly there on that one. To tie off this pillar, you need to define the value you offer and the values your brand embodies to support your mission that will fulfill your vision. We're going to do an episode on the value you offer and another on your brand values, so for now I'm going to move onto the next pillar so that by the end of this episode you have a holistic view of all of the pillars and an idea of what each of these are about.
OK so the second brand pillar is your distinct and salient brand assets - these are things like your logo, colours, slogans, taglines, key messages and phrases, product names, thought leaders/ambassadors, jingles, video pre-rolls - all the things that relate what you communicate in market to a recognisable identity.
Pillar 3 is your media and market penetration. Basically this is about reaching your stakeholders with the stories that they will pay attention to and remember.
Pillar 4 is your points of sale - so where people can find your brand and how can they buy from you either physically or virtually.
And Pillar 5 is your resource and funding. Traditionally this isn't something a lot of people would put in a brand map - but I think it's important because we need to be pragmatic about what we can and can't do based on our time and budget constraints. It will also help us to think about how to be most effective with what we have right now and it's something we can revisit as we continue to grow and become more established.
Now I realise I went through all of these pillars pretty quickly and there is a lot more to cover but what I want to make sure is that right now you have the information skeleton - you understand the basics of what these pillars are so that as we dive further into each of these concepts it will start to flesh out that skeleton and you will see how different things relate to one another.
For instance, creating a logo sits under pillar 2 - distinct and salient brand assets whereas marketing and advertising sits under pillar 3 - media and market penetration. Your sales page or your website shop sits under pillar 4 - for points of sale and the value you create with your product or service sits under pillar 1 - your purpose and contribution.
I find it's really important to think about things this way so we start to understand the purpose behind every brand-related activity we do and as we keep going through this series, you'll see more and more, how it's useful to keep these concepts seperate from one another and to always relate what we do to grow our brand with our brand pillars and our brand map.
So from here what I want you to do is take stock of where you're at with your brand map.
So there is a worksheet that goes along with this episode and what you'll need to do is just bullet point your answers for what you can and then keep this worksheet because there will be things in there that we will come back to and continue to flesh out in upcoming episodes. So this is a work-in progress brand map.
You might be able to fill in the entire thing now, or you might only have your vision and mission statements for now and need help filling in the rest, so this will be your point of reference to come back to as we continue the series.
Head over to laurenkress.com/growyourbrand to access that worksheet today and the transcript for the show - the links are in the show notes, and I'll speak to you again next week where we'll be talking about your brand values