Your brand strategy is who you are as a company. It’s why you existing. It’s where you are going. It’s how you are going to get there. It’s a living, breathing document that represents all of these elements. In this video, you’ll learn how to incorporate your brand strategy into your marketing campaigns so you win attention, convert better, and build a loyal customer base to serve as brand ambassadors for the lifetime of your brand.

Your contract of expectations are terms that you establish with your target audience to reaffirm your brand promise and strengthen the trust they have with your brand. Think satisfaction guarantees, service warranties, and other terms that lower the friction in a transaction. In this video, you’ll learn how to determine if a contract of expectations is right for your brand and how to craft one.

Your brand promise is a set of expectations on the tangible and intangible benefits of your products and services. It lowers the defensive nature that your target audience has before buying from you. It solidifies trust. It creates another competitive advantage for your company. It’s one of the most critical reasons why marketing campaigns convert well. In this video, you’ll learn the steps to craft your own brand promise so you can increase trust with your target audience and convert better in your marketing campaigns.

Your brand story is a combination of all your brand elements (e.g. purpose, mission, vision, etc.) package in a narrative that speaks to your target audience. It starts by digging deep into the core problems that your company solved in the beginning, how your company solved that problem, and then finishes with painting a picture of how your company will continue to solve that problem in the future. In this video, you’ll learn the steps to developing an effective brand story that resonates with your target audience and propels them to engage further with your brand.