Brand Strategy

A brand strategy put simply is determining what you stand for as a business. If you can truly differentiate in ways that your customers truly value you make it hard for potential customers to say no.

To explain, most gyms for example will sell their memberships. They list features such as '45 minute workouts', 'personal trainers' or '24/7 facilities'. They offer what everyone else offers because they don't understand what people truly desire.

People don't want a gym membership. They want to lose weight, or stop getting injured, or they want to feel comfortable working out. The difference is stark.

If you want a gym that doesn't make you feel intimidated, you're going to choose the one gym known for the best culture - not one of the 15 gyms that promotes its 'state-of-the-art equipment'.

A gym that differentiates themselves in areas that these people truly value will charge a premium and attract more customers because they offer exactly what people want instead of being one of many choices.

Services are still important. You need to clearly explain how you will deliver more value than anyone else in these areas, but ultimately it's the benefits that count, not the features.