Branding & Messaging
The Process
When developing a team's brand identity, messaging, and positioning, there are several key steps to follow. These include:
Conducting a brand audit: Conducting a brand audit is a critical first step in developing a team's marketing plan. It involves a comprehensive review of the team's current brand identity, messaging, and positioning to identify areas that need improvement. A brand audit can help a team understand its strengths and weaknesses and identify opportunities for growth.
To conduct a brand audit, a team can begin by reviewing its existing brand assets, including its logo, colors, typography, and any other visual elements that represent the team. The team should evaluate whether these assets are consistent with the team's values and personality and whether they effectively communicate the team's message to its target audience. For example, if the team's logo is outdated or doesn't resonate with its fans, it may be time to consider a rebrand.
Next, the team should review its messaging, including the language and tone used in its communications. The team should evaluate whether its messaging is consistent with its brand identity and whether it effectively communicates the team's unique selling points. For example, if the team's messaging focuses too much on winning at all costs, it may be time to adjust its messaging to better align with its values and connect with its fans on a deeper level.
Finally, the team should review its positioning in the marketplace. This involves understanding the team's unique strengths and differentiators and how it compares to its competitors. The team should evaluate whether its positioning is effective in differentiating itself from other teams and whether it is resonating with its target audience. For example, if the team's positioning focuses too much on its past successes and doesn't address current challenges or opportunities, it may be time to adjust its positioning to better reflect its current reality and future aspirations.
