Brand strategies fall into two general categories: The "Brand Model" and the "Brand Communications Plan." A brand model is a little like an architectural rendering. It defines, in a conceptual way, what the brand aspires to be. It includes the key brand message to be communicated to your audienc (which you've already determined), plus it describes the kind of experience people should have as they actually use the brand or interact with representatives of the brand. It also describes the image or personality the brand should project through its employees, its product line, its graphic identity and its promotional style.
The "Brand Communications Plan" is a little different. It's more like a blueprint. It spells out the specific marketing tactitcs we recommend for accelerating the adoption of your brand. This includes tactics for building awareness, educating prospects and leveraging your opportunities among high value customers.
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STRATEGIC BRANDING
