It is widely known that brand is important for dropshipping business. To build a brand effectively, except for the brand logo or brand name design, it is necessary and essential to write a brand plan to execute the brand strategies better. In specific, a well-written brand plan focuses on an organization's brain-trust, resources and tactics in the direction they need to go in order for a brand to achieve its goals. It combines functions such as marketing, sales, product development and outline what each group needs to do for the brand to be successful. What’s more, it sets goals that operations and finance need to support. Thus everyone drives against the same vision, key issues, strategies, and tactics. The article will introduce how to write a brand plan for your dropshipping store.
Answer Five Questions
An effective brand plan answers where we are, why we are here, where we might be, how we get there, and what we need to do. By answering these five strategic questions, you will find that you have your own analysis, key questions, vision, goals, strategy, execution, and measurement. You can write 2-3 bullet points for each of the questions and you will have a rough draft outline to ensure the overall flow of the plan.
Consider Elements Of The Brand Plan
In fact, the five questions above can reflect the elements of the brand plan. You can write a brand plan based on the elements. The image below shows the corresponding relation.
There is a saying by Yogi Berra, “if you don’t know where you’re going, you might not get there”. The vision answers “where could we be” with the balance of aspiration (stretch) and reality (achievement). You can also understand it as long term purpose or goals that define your success. A good vision should excite you a lot rather than scare you a little. Ideally, it is both qualitative and quantitative, which is appreciable measurable respectively. At least 5-10 years or more than the vision can last. And the vision should be easy for everyone to understand and rally around. Don’t mix vision with the mission. The mission is more specific and about how will you get to where you want to be.
2. Situation Analysis
Situation analysis is the foundation of a marketing plan which answers “where we are” in the market. It includes a thorough examination of internal and external factors affecting business, such as the category, consumer, competitors, channels, brand and a current market scenario like what value your product intends to bring into the mark. You can summarize what is driving the business, what’s holding it back and then lay out the risks and untapped opportunities. Try to use SWOT analytical method and focus on the top 3-4 points which cover strength, weakness, opportunities, and threats. By creating an overview of the organization, you will have a better understanding of the factors that will influence its future.
3. Key Issues
Key issues answer “why are you here” and can be found by answering the four questions.
①What is the CORE STRENGTH your brand can win on?
②How tightly CONNECTED is your consumer to your brand?
③What is your current COMPETITIVE position?
④What is the current business SITUATION your brand faces?
After having deep-dive analysis on the answers to the four questions, you will have a good start on your competitive, brand, consumer and situational issues.
Strategies answer “how to get there”. You need to make choice at the strategic level when facing limited resources in terms of dollars, time, people and partnerships. A customer may experience different periods for your brand, from unknown, indifferent, purchase, like it, to be loyal. And in different periods, you should make different strategies.
When customers are unknown about your brand, you should catch the attention of them by launching events, advertise, etc. So customers will see the brand in the crowd. At the Indifferent stage, focus on establishing your brand position in the consumers’ mind and create an option for them. Then customers may have the interest to purchase your brand’s products. At the moment, you should take strategic work to separate your brand from the pack to build trust following with each happy purchase. After purchase, customers may like your brand. Don’t hesitate to drive a deeper connection with them. At last, customers may be loyal to your brand and you should try to get your loyal customers to speak on the brand’s behalf. Mobilize brand fans as advocates.
Execute answers “What do we need to do”. It matches up marketing execution activity to the brand strategy. There is no doubt that execution needs to create a bond with consumers who connect with the soul of the brand, establish your brand’s reputation based on a distinct positioning, influence consumers to alter their behavior to think, feel or act, etc. Then your brand will be stronger. You can start with a Consumer Buying System that can match your brand’s Marketing execution to where your consumer stands with your brand. Focus your marketing activities by comparing each strategy’s impact on business and difficulty level to implement. Then you will know what is a priority to execute.