Strategic Brand Planning Workshop by Sutapa Bhattacharya

Introduction to Strategic Brand Planning & Communication

A brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs and competitive environments.

Stakeholder Analysis

The cycle of engagement: Employees, Customers, Leadership Team, Investors, Shareholders. If you don’t engage, your key stakeholders, you will alienate your people and damage your reputation. People are the greatest ambassadors of your brand; they carry it everywhere with them as a symbol of their trust and pride.

Environment Analysis

How to use environmental analysis as a strategic tool by identifying all the external and internal elements, which affect the organization’s performance. This evaluation can translate into the decision-making process and helps align strategies with the organisation’s environment. A marketing environment is composed of specific elements of a business’s external operating and competitive environment related to the needs of the target audience. All the situational factors which determine day to day and impact companies.

Understanding the Brand  – Issues & Challenges

• • The difference between branding and marketing
  • Customer-centricity
  • Building relevance for now and tomorrow
  • Being mindful of the big picture

Strategies & Activities

How to understand the forces that influence the development of the most effective strategies and related activities to optimise impact and goals. Organizational goals, organizational strengths, potential and limitations as well as the external opportunities comes the final strategy blueprint.

Communication Strategy and Plan

Planning tools and how to turn complex thinking into simple presentations and foster engagement. A communication strategy is complementary to the marketing strategy. It takes its lead from the marketing strategy, which, in turn, takes its direction from the business strategy. Examples…

Evaluation and Measurement

To get to where you want to go, you need to see where you came from. It is important to evaluate the efficiency and effectiveness of your strategy every now and then. Also remember that stakeholders want regular updates on progress.

Discussion

Sharing of successes and failures and learning from simple dos and don’ts based on real-market experiences. What difference will these learnings bring to your organization, moving forward? What can you tap into immediately in crafting your brand strategy?

Wrap up & Feedback

What you learned through the day and honest focus on the good and bad.

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