Once upon a time, in the bustling world of business strategy, lived two powerful entities – Brand Strategy and Marketing Strategy. They might seem like twins to the untrained eye, but they’re more like two sides of the same coin. Each has unique characteristics, and each plays a crucial role in propelling a business towards success.

So, let’s embark on a journey to explore these strategic pillars, understand their unique roles, and learn how they dance together to create a symphony of business success.

The Soul of a Business: Brand Strategy

Imagine Brand Strategy as a master architect, sketching the blueprint for a magnificent castle that will stand the test of time. The castle is your business, and the architect focuses on long-term goals, laying the foundation strong and deep.

Brand Strategy is all about defining your brand’s purpose, promise, and core values. It’s not just about a flashy crest or a catchy anthem; it’s about forming an emotional bond with the kingdom’s subjects—your audience. This strategy is fundamental in making your castle stand tall and unique amongst a sea of fortresses.

The visual and verbal ways your brand communicates with your audience—your brand identity—is like the castle’s banner flapping in the wind. It includes the crest (your logo), the color of your flags (color scheme), the tone of your town crier (tone of voice), and the message he proclaims (overall message).

To build a strong castle, you need to know who will live in it—your target audience. You need to understand their needs, desires, and how your brand can fulfill those needs.

The Herald of the Kingdom: Marketing Strategy

Now, enter the town crier, aka the Marketing Strategy. His job is to tell the world about the grandeur of the castle, attract new citizens, and keep the existing ones happy. He has a plan – a detailed roadmap that outlines the unique charm of the castle and how to lure potential citizens and retain the existing ones.

Think of Marketing Strategy as your guide through the wilderness of the market. It helps you understand who your citizens are, what they desire, and how you can fulfill their needs better than the other kingdoms. The town crier might use different routes and methods to spread the word—social media, email marketing, SEO, and content marketing.

But remember, the town crier isn’t shouting about selling homes or peddling goods in the castle. He’s weaving tales of value and building strong relationships with the citizens. His tales should focus on delivering the right message to the right audience at the right time, understanding the citizen’s journey, and making strategic decisions that lead to the growth of the kingdom.

The Dance of Differences: Brand Strategy vs. Marketing Strategy

At first glance, you might wonder how the architect’s blueprint differs from the town crier’s tales. Here’s the secret—they serve different purposes.

The architect, or Brand Strategy, focuses on the soul of the castle—its mission, values, and unique charm. It’s what distinguishes your castle from other fortresses and forms the basis of your citizens’ perception of you. This strategy remains relatively constant, reflecting the core values and long-term goals of your kingdom.

The town crier, or Marketing Strategy, on the other hand, is more flexible and target-directed. He communicates the castle’s message to the citizens and potential citizens using various routes and methods. His strategy can adapt based on the conditions of the roads, the mood of the citizens, and the goals of the kingdom.

Crafting the Castle: Building a Brand Strategy

Creating a castle isn’t a task to take lightly—it forms the foundation of how your kingdom is perceived. A Brand Strategy is more than just a crest or anthem; it’s the personality and promise of your kingdom.

First, you must clearly define your kingdom’s mission, vision, and values. These are your guiding principles that’ll shape every decision, from the design of the castle to the town crier’s message.

Next, identify your citizens. Understand their needs, desires, and pain points, to guide how you communicate with them.

Once you’ve laid down these foundations, it’s time to craft your kingdom’s voice, look, and feel. Create a unique, consistent style that resonates with your citizens and differentiates you from other kingdoms.

Remember, building a castle isn’t a one-time event. You’ve got to continually maintain and evolve your castle in response to shifting market trends and citizen expectations. Keep an eye on your kingdom’s growth, gather feedback from your citizens, and don’t be afraid to tweak your strategy if necessary.

Designing the Town Crier’s Tales: Developing a Marketing Strategy

Every kingdom needs a well-crafted tale to attract citizens and retain them. A town crier without a plan is like a ship without a compass. So where should you start?

First, you’ve got to understand your kingdom. Don’t assume you know your citizens. Conduct market research to gather data on their preferences, habits, and needs. This information is crucial for formulating an effective marketing plan.

Second, identify your kingdom’s unique charm—what sets your castle apart from the rest? This needs to be clear in the town crier’s tales.

Next, evaluate your neighboring kingdoms. Understand their strengths and weaknesses. This analysis will help you position your kingdom effectively.

Lastly, develop a comprehensive plan for the town crier’s tales. Which routes will he take? Will he shout from the rooftops, send carrier pigeons, or pen down scrolls? How often will he spread the tales?

Crafting a Marketing Strategy requires careful analysis and strategic thinking. It’s not a one-time activity. It’s an ongoing process that needs constant tweaking and refining based on the changing landscape and feedback from your citizens.

The Perfect Harmony: Merging Brand and Marketing Strategies

When the architect and the town crier work in harmony, it can significantly elevate the grandeur of your kingdom. When your Brand Strategy and Marketing Strategy are intertwined, it amplifies your kingdom’s voice, making it more recognizable to your citizens.

The first step in this process is identifying your kingdom’s unique charm and weaving it into the town crier’s tales. This charm should be at the heart of every tale he tells.

Next, ensure that the town crier’s methods align with the castle’s values. If your kingdom values sustainability, for example, maybe the town crier opts for carrier pigeons instead of paper scrolls.

Consistency is key. The kingdom’s voice, personality, and look should be consistent across all channels and touchpoints. This will reinforce your kingdom’s image in the minds of citizens, strengthening your overall presence.

Following these steps will create a harmony between your Brand and Marketing Strategies, driving your kingdom towards success.

The Grand Finale: Brand Strategy and Marketing Strategy

In conclusion, understanding the dance between Brand Strategy and Marketing Strategy is crucial for the grandeur of your kingdom.

Creating your unique Brand Strategy helps define the soul of your kingdom, while a Marketing Strategy outlines how to spread its tales. Merging the two effectively can amplify your kingdom’s grandeur.

So, don’t overlook their importance – take time to craft, refine, and implement both for optimal results.

Frequently Asked Questions

What are some common pitfalls in developing a Brand Strategy?

When developing your Brand Strategy, it’s crucial not to overlook your citizens’ needs. Don’t rush the process, take time to define your kingdom comprehensively. Avoid inconsistency in your kingdom’s message, as it confuses citizens. Don’t neglect the neighboring kingdoms; understanding them can give you a competitive edge.

How can a small kingdom develop an effective Marketing Strategy with a limited budget?

Even with a tight budget, you can craft a potent Marketing Strategy. First, understand your citizens well. Shape your products, services, and communication to meet their needs. Use carrier pigeons effectively; they’re cost-efficient and have a vast reach. Engage your citizens with regular, relevant tales to attract and retain them.

How often should a kingdom revisit and possibly revise its Brand and Marketing Strategies?

You should revisit your Brand and Marketing Strategies at least annually. However, staying flexible and adjusting more frequently, if necessary, is crucial. The landscape, citizen behaviors, and neighboring kingdoms change rapidly. Staying proactive will ensure your strategies remain effective and aligned with your kingdom’s goals.

Can a kingdom succeed with a strong Marketing Strategy but a weak Brand Strategy?

You can succeed with a robust Marketing Strategy, even if your Brand Strategy isn’t as strong. However, it’s not optimal. A strong Marketing Strategy can attract citizens quickly, but a weak Brand Strategy can hinder long-term citizen loyalty. It’s like having a grand feast but weak castle walls. You’ll attract citizens fast, but won’t be able to protect them for long.

The Three Pillars of eCommerce

The Three Pillars are life-changing to your eCommerce store if you understand and implement them properly. They really can be the difference between success and failure in eCommerce.

I spent a lot of time and a ton of money to figure out The Three Pillars. He spent hundreds of thousands of dollars on agencies, courses, masterminds, and experts only to discover nobody had ALL the answers – until now!

 Aside from your offer/products, The Three Pillars ARE your success. Few people understand all Three Pillars or how they complement each other – and what happens when you have all three working correctly.

You may find people that are good with one or two Pillars, but most eCommerce stores don’t have all Three Pillars working in unison. We’ve seen a lot of stores and have yet to find one that had all three set up correctly before working with me.

That’s a powerful statement because, with the information in my book The Perfect Shopify Store, you can learn how to make your store perform better than everyone you’re competing against.

If you understand all Three Pillars, implement all three, and continually improve all three, it gives you an advantage in the marketplace. Especially over your competitors because very few people – brand owners, eCommerce marketers, or agencies – understand these three things and know how they complement each other.

The Three Pillars of Profit, when done correctly, will generate 70 to 80% of your total store revenue. Let that sink in a minute because that’s a huge number.

Most people think there is some secret to whether they have success or not. Some will say that all they need is a great quality traffic source or a great Facebook ads person. Some think that their competitors succeed because they have better influencers.

People also think that just because they have the best widget or supplement on the market, their products will automatically sell when the store is open. Nothing can be farther than the truth.

People STILL must know what your product is, why they need it, and where to buy it. The REAL SECRET is that you’re almost destined to succeed if you master The Three Pillars.

There are no guarantees. You MUST have a great offer and product. Then you implement The Three Pillars. If done correctly, it always works. It works across multiple store platforms and different markets.

Yet, if they’re done incorrectly, you could struggle or even fail. You’ll see from some numbers and stats we’ll share these Three Pillars can make or break your business. We’re not into marketing hype. No Lamborghinis and all that – none of that’s appealing to us.

We all hear about these “secrets” that no one shares. In this case it is TRUE. There is a secret. The secret is called “The Three Pillars of Profit!”

So what are these Three Pillars?

1. Cart Abandonment Recovery

You’re probably well aware of abandoned carts if you own an eCommerce store. People go to your store, put products in their cart, and then they leave without making a purchase – and they never come back.

People do this on ALL eCommerce stores. We’ll share how much of an impact this can have on your business. Abandoned cart recovery can double your revenue and increase profit even more, especially if you’re not doing it now or not doing it correctly.

2. Average Order Value (AOV)

Average Order Value or AOV is the amount of your average sale. Divide your total revenue by the number of sales transactions over a measured period, typically monthly, quarterly, or annually. Example: $1,000 in monthly revenue divided by 100 sales equals $10 AOV.

AOV is the life blood of all eCommerce stores. Increasing the average value of each order could be the most important thing you can focus on. We love focusing on AOV because if we can get AOV up, it changes our ability to acquire customers.

3. Customer Lifetime Value (LTV)

What’s the value of a customer in total sales over their lifetime? That’s what LTV is. If you can keep customers longer and sell to them on multiple occasions, you can radically improve your total sales.

Example: A customer buys from you three times over one year, spending $50 each time for a total of $150. This customer’s LTV to you is $150. On Shopify, you can look at “Returning customer rate” under Analytics – Dashboard.

This gives you a percentage of repeat buyers, not a dollar value of LTV. Both are valuable to know.

These Three Pillars are the foundation to build a great eCommerce store on. Individually they’re good, but when combined and optimized, they are unstoppable.

I have seen stores on the brink of closing before they started using The Three Pillars. They turned their entire business around after focusing more on these three things.

In the next few posts, I will show you some phenomenal real-world results…

I will show you examples of how my team implemented The Three Pillars on stores and how it’s changed the businesses. How businesses have been able to scale, how they’ve been able to make money, and how they’ve become highly profitable.

Be on the lookout for the next part in this series.

Brent Baubach

CMO and Co-Founder – PURE Private Label LLC

CEO and Co-Founder – Ecom Institute LLC

For more information on creating your own supplement brand go to www.PUREPrivateLabel.com For more information about creating a successful Shopify store go to www.ecominstitute.com

Targeting a specific audience rather than a broad audience is crucial for the success of your advertising and marketing campaigns.

Here are some reasons why:

1. Better ROI: By targeting a specific audience, you can create more relevant and personalized ads that are more likely to convert. This means you can get a better return on investment (ROI) for your advertising spend.
2. More efficient use of resources: Targeting a specific audience allows you to focus your resources on the people who are most likely to be interested in your products or services. This means you can avoid wasting time and money on people who are not your target audience.
3. Better engagement: By creating ads that resonate with your target audience, you can increase engagement and build stronger relationships with your customers. This can lead to increased loyalty and repeat business.
4. Improved brand image: By targeting a specific audience, you can create a more focused and consistent brand image that resonates with your target audience. This can help you stand out from the competition and build a stronger brand identity.

Creating a customer avatar is an essential step in defining your target audience.

A customer avatar is a detailed profile of your ideal customer that helps you understand their needs, preferences, and behaviors. By creating a customer avatar, you can better understand your target audience and create marketing campaigns that resonate with them. Here’s how to create a customer avatar for your brand and use it to create great advertising and marketing campaigns to use on social media with paid ads and influencers.

Step 1: Identify Your Ideal Customer

The first step in creating a customer avatar is to identify your ideal customer. This includes their demographics, such as age, gender, location, income, education level, and occupation. It also includes their interests, behaviors, pain points, and challenges.

Step 2: Gather Information

Once you have identified your ideal customer, gather as much information as possible about them. This includes conducting surveys or phone interviews to capture feedback from your existing customer base. You can also use tools like Ask Your Target Market to survey a larger audience base.

Step 3: Create the Avatar

Use the information you have gathered to create a persona that represents your ideal customer. Give them a name, a photo, and a backstory to make them feel more real. Be as specific as possible—the more details you have, the more you and your perfect customer will connect.

Step 4: Refine the Avatar

Continuously refine the persona as you gather more information about your target audience. Use feedback from customers and data analytics to improve the accuracy of the persona.

Step 5: Use the Avatar for Advertising and Marketing Campaigns

Once you have created the customer avatar, use it to create advertising and marketing campaigns that resonate with your target audience. Use language and images that speak to their goals, values, and pain points. Use social media advertising tools to target your ads based on demographics, interests, behaviors, and location. This will help you reach the right people with your ads.

Step 6: Work with Influencers

Influencer marketing is an effective way to reach your target audience on social media. Use your customer avatar to identify influencers who have a similar audience profile. Work with them to create content that resonates with your target audience. By creating a customer avatar for your brand and using it to create great advertising and marketing campaigns to use on social media with paid ads and influencers, you can attract more customers, increase sales, and grow your business.

In conclusion, creating a customer avatar is an essential step in targeting a specific audience for your advertising and marketing campaigns. By understanding your ideal customer, you can create more relevant and personalized ads that resonate with your target audience, leading to better ROI, more efficient use of resources, better engagement, and an improved brand image.

CLICK HERE TO DOWNLOAD THE CUSTOMER AVATAR TEMPLATE