Create your brand plan in 14 steps.

But why do all this work?

This article outlines all the benefits of having a strong branding plan, but in a nutshell, a brand plan guides all decision making. When applied consistently your brand build trust with your audience.

Your brand guides all aspects of your business including marketing, sales, and customer service – down to the tiniest of detail. A strong branding plan is critical for small business because it...

  • communicates the story of why you exist

  • builds relationships with your audience

  • enhances trust

  • sets you apart

  • guides operational decisions

  • generates value

  • saves you precious time & money

So, let's get started.

Here are 14 key steps to create a strong branding plan.

  1. Set Business Goals.
    Identify the short & long term goals for your small business. This serves as a grounding point and a reminder of why you are here in the first place.

  2. Craft your mission & vision statements.
    Your mission should be action-oriented and explain succinctly why you are in business and your vision should be aspirational, what do you hope to achieve.

  3. Highlight how you are different.
    Express your unique value propositions and articulate how and why you are different from your competitors.

  4. Position yourself.
    Where do you stand in the market with regard to price and product/service? Who are your competitors? Are there any holes in the market that you can fill?

  5. Know your audience.
    Detail your audience(s) – their demographics, psychographics, cultural practices, needs, and habits.

  6. Write your brand story.
    Using the narrative arc, write the story of your brand. Who is the hero, the villain, what is the main obstacle and how is it overcome?

  7. Deliver an 'Elevator Pitch'.
    Shorten your brand story into a quick, concise 2-5 sentences that you can deliver anywhere at anytime.

  8. Set your tone.
    What is the personality of your business and what do you sound like in your marketing communication?

  9. Make some taglines.
    Short catchy phrases that further distill your brand story are used on your website and in marketing materials.

  10. Choose a color palette.
    Your color choice should enhance the tone and personality of your business and work well digitally and in print.

  11. Select your typefaces.
    Chose 1 to 2 fonts that you will use consistently throughout your marketing communication.

  12. Create a logo.
    Either hire a freelance designer or use design software to create a compelling logo that speaks to your audience – use vector graphics only!

  13. Find visual assets.
    Choose the photography, illustrations or any other visual assets that you will use in your marketing communication – make them count – get creative and be consistent.

  14. Map your brand touchpoints.
    Plot your customer's journey, where, when, how will they interface with your brand and how will you show up!

These are the critical steps to crafting a strategic and strong brand plan that will serve as the foundation for your small business ultimately helping you reach your goals.

Feeling overwhelmed? No problem!

Sign up for our Branding Essentials online course and we'll walk you through each one of these steps. We detail how to execute each of these 14 fundamental brand planning steps (and more!) and support you along the way.