Branding Strategies Revealed

DiFrisco recommends the following steps to establishing a brand strategy:

1. Establish your organization’s vision and mission — vision being a mental image that describes your organization and mission being the “special assignment,” as DiFrisco explains it, that your organization has taken on.

2. Assess where your brand is today. Ask questions: What does your organization specialize in? What do you currently offer? Who is your target audience? What do they think about your current brand? “What would you like them to think about your brand? Who else is competing for their loyalty?