The first challenge is to construct a meaningful brand based on research about your buyers, competitors, and industry. Your brand story is useless if it is not relevant to the people who are likely to buy from you. If you already have the elements of a compelling brand story in place, you can skip to brand creation and implementation. Finally, there is dynamic content, which personalizes websites and emails based on user behavior



Who are your ideal customers?

What are their demographics, geographic locations, psychographics, and buying behaviors?

What motivates them to buy? 

What are the subconscious motives and factors that will drive customers to choose your brand?

What are their personas?

What are the detailed customer portraits that can guide your web designers, writers and other creatives?


Who are your direct competitors?

How do you compare with them in terms of market share, pricing, and relative strengths and weaknesses?

Who are your indirect competitors?

What are alternatives that indirectly divert consumers/clients from your product or service?

What do your competitors say?

How do competitors use visual identity and brand voice to communicate with customers and what is their message?


What is the market potential?

Can we see market opportunities or potential growth based on current realities and industry trends?

What are the trends and threats?

What are existing trends and what opportunities or threats do they present to your business?

What is the larger context?

What are the economic, legal, and political issues that may impact your organization and its success?



What do surveys reveal?

What do one-on-one interviews reveal about the data in stakeholder surveys and about your business?

What are stakeholder's attitudes?

What do surveys tell us about how your employees, past clients, and other stakeholders view your company?

What does a SWOT analysis show?

What will a SWOT analysis tell us about your company's strengths, weaknesses, opportunities, and threats?


What is your current brand?

What does a review of your marketing materials reveal about your brand positioning and brand message?

Is it consistent and cohesive?

Are the brand message and creative execution congruent? Is the brand consistent across platforms?

Is it aligned with the market?

Does your brand fit what you currently know about your customers, competition, and marketplace?


What is your core purpose?

What are the vision and mission statements that will guide your business growth and provide the benchmarks for decisions?

What is your unique promise?

What is the brand promise that sets you apart from your competitors and provides a reason for. customers to choose you?

What is your brand personality?

What is the brand personality archetype that comes closest to your brand's authentic history and identity?



Develop the brand voice.

The development of a communication style that will set you apart and inspire greater levels of consumer trust and confidence.

Develop the visual look,

Create a memorable and instantly recognizable visual identity that works across all platforms.

Document brand rules.

Step-by-step guidelines for your creative team, agency, and other creators who shape your brand.


Adjust the website. 
The goal is not to rebuild your website, but to replace content that fails to do the job of being authentic, credible, and engaging.
Produce other "evergreen" marketing materials.
Materials that have a long shelf-life are prioritized based on their importance in your sales funnel. This requires doing an audit and strategically decided what materials should be produced.
Create and place branded (sponsored) content.
Branded content uses storytelling to convey the values of a brand. It increases brand awareness and affinity but does not overtly sell a product or service. It is paid online advertising that people want to consume because it is engaging.


Set up scripts and triggers.

Dynamic content personalizes website or email content displayed based on a user's behavior. It requires sophisticated scripting and ideally is based on a 360ยบ view of the customer.

Create segmented content.

Dynamic content, such as product recommendations, should work across devices and platforms to be effective.

Deal with first-time visitors.

It is challenging to provide personalized content to first-timers.  Collect data and modify website responses on the fly.

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