BuildingBrandValue

Reach new

heights with

your Brand

Strategy

Time to dust off, redefine or build a new brand strategy?Here’s how

A brand is the set of expectations, memories, sto-ries and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. - Seth Godin Brands promise a certain affiliation that we end up benefiting from — the benefits come from the asso-ciation and the affiliation. Then we can use them to project how we want to be seen in the world. - Debbie Millman A Brand is not a product or a promise or a feeling. It’s the sum of all experiences you have with a com-pany. - Amir kassaei If you are not a brand, you are a commodity. - Phillip Kotler A product can be quickly outdated, but a success-ful brand is timeless. - Stephen King

What is brand, anyway?

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A great brand is…

making it easier to …

meaningful, distinctive, relevant and credible.

stand out, offer a value promise and be memorable.

image by brett jordan on flickr.com used under CC BY 2.0

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A brand isn’t just …a logoa color palettea website layouta social media plana taglinea slogana style guidea list of product categoriesa clever brand voice

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Why develop a strategy?Many brands can tell you what they do and how they do it. But these days consumers need something else – it’s called

‘ the reason to believe ’.

That reason to believe is not in what you do or how you do it – it’s in why you’re doing it.

people trust a brand

people talk about brands

people are willing to pay more for a brand

people like to be associated with successful brands

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image by Arjan Richter on flickr.com used under CC BY 2.0

over time, the brand becomes shorthand for your story.

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Your brand is alive in your company cultureYour brand is in the complete experience of doing busi-ness with you. It’s how you look to your customers on the inside and out, how your audience hears you inter-acting, and how your brand voice behaves in the noise and clutter of the media landscape.  Your brand is in the relationship, the engagement and the conversation you have with your customers, every hour of every day throughout the life of your brand.

image by Angelo DeSantis on flickr.com used under CC BY 2.0

Developing brand strategyYour brand strategy ultimately acts as your road map, helping to direct the way to your destination.

Defining & developing your brand is similar to drawing the road map for your business. It requires answering tough questions about product value, mission, market, competitors, uniqueness, quality & personality.

Your digital channel distribution is part of your brand strategy. Where you advertise is part of your brand strategy. Your packaging, your logo, brand voice... also part of the brand strategy.

image by clarkmaxwell on flickr.com used under CC BY 2.08

Where & how do you com-municate your brand?

image by Troy Thompson flickr.com, used under CC BY 2.0

Where is the value of your brand seen?

EmployeesStoresBrand AmbassadorsEventsNetworksCustomer serviceBillboardsSignsPackagingLogoSponsorshipsPartnerships

Web siteBlogsVideosNewslettersSurveysSocial mediaCustomer chatterPaid advertisingOrganic searchInbound linksproduct descriptionsproduct images

TonePersonalityConfidenceTrustValue

Offline Online Voice

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Change is … change!Any change in your business initiatives and strategy takes collabora-tion, support, faith, vision and trust.

Updating your brand strategy can be a critical piece in the change of any marketing process. The brand strategy process is collaborative and inclusive, it builds consensus, it gets all the internal stakeholders on the same page and moving in the same direction. It aligns every one with the same mis-sion and purpose.

Maybe you’re launching a new product or new content strategy, de-veloping a new market or changing your marketing focus, or maybe just updating your brand to be relevant to the market as it exists today – whatever you do it’s going to involve internal change.

image by Jonathan Kos-Read on flickr.com used under CC BY 2.010

This is where we begin…Your brand is important and your brand strategy is a ultimately one of the most use-ful tools you have in your tool box.

In fact, when you are developing an adver-tising or marketing campaign, communica-tions, website design, product copy or any other brand collateral—the brand strategy can effectively be used as a road map and a checklist.

This is where we begin our process; by understanding what you need to get out of your new initiative—a new SEO strategy, new product line, a new blog, new content marketing strategy. We define what you need to ‘sell’ the initiative internally, what type of support is needed, and set goals for performance tracking.

This all means you can evaluate our work against qualitative perfor-mance, which makes life and projects a lot easier. It also means you get what you need and ultimately your initiatives are supported. 

image by Konstantin on flickr.com used under CC BY 2.0

Our Work

Headquartered in Silicon Valley, California, our manage-ment team is comprised of seasoned executives from companies like Walmart, Yahoo!, eBay, Sun Microsys-tems, Intel, Oracle, Cisco, Bank of America, Chase, HP, H5 and Accenture.

The eZdia leadership team is well-versed in creating suc-cessful businesses, working with the top companies in Silicon Valley, global multi-channel retailers and Fortune 500 companies. The companies sampled below are just a few of the many leading websites today.

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Why Choose eZdia?

We’ve built eZdia on a simple premise. Pair our own cutting edge technology with the passions, skills and resources of our expertly cu-rated team of writers, researches and editors.

More than a content churning machine, eZdia is a content creation platform featuring a project management system and a network of expert writers & editors.

Designed to easily configure to the needs of each customer and unique project—So we can deliver a cost-effective, scalable solution that is spot on every time.

Connect with us, request a demo or just say hello…visit us: eZdia.com email us: sales@eZdia.comcall us: 415.306.2110

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