The Crucial Elements of
Effective Brand Strategy
The 5 Elements that will make your
strategy extremely effective for
attracting your ideal clients.
Greenville Hubspot
Thank You
For Joining Us Today
Karen Janette
KJstrategy.com
Special Gift for Showing Up!
Brand Strategy Toolbox:
5 Must-Have Tools for making
strategy easy and effective.
Straight from the Magnetic Brand Formula Program!
What you will Discover
 How to create an effective strategy that will engage your clients
 How to stop blindly marketing your business without a strategy
 Why marketing without a strategy is a waste of energy and money
The 5 Elements we will Dig Into
1. Clearly Defined Goals
2. Fully Defined Ideal Client and Niche
3. Brilliant Brand Identity and Message
4. Great Content
5. A solid Promotional Strategy
My Goal
Who is KJ?
The Authentic Me
A passionate entrepreneur who loves to help
people transform their visions and brands.
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KJ Strategy, Founded 2015
Consulting Since 2000
Strategic Thinker
Creative/Visionary
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Business Strategy
Brand Identity Design
Business Systems
Marketing Systems
Digital Strategy
Investment Funding Plans
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USC Gamecock Mom
Traveler and Adventurer
The Big Ah-Ha!
What I’ve learned from my clients…
Behind every Great Brand is a
GREAT STRATEGY.
Ask Yourself
On a scale of 1-10,
how happy are you with your brand?
Not at All 
In Love! 
Element 1
Define Your Goals
 What is my purpose?
 What is the mission/vision for my business?
 How will I promote?
 How will it benefit my business?
 What are my expectations for ROI?
Your Purpose
Example of Purpose
SquareSpace
KJ Strategy
Purpose: Giving voice to ideas.
Purpose: Bringing visions to life.
Values:
• Be your own customer
• Empower individuals
• Design is not a luxury
• Good work takes time
• Optimize towards ideals
• Simplify
Values:
• Authenticity
• Connection
• Simplicity
• Raw Honesty
• Always Empower
Example of Purpose
Whole Foods Market
Higher Purpose Statement: With great courage, integrity
and love - we embrace our responsibility to co-create a
world where each of us, our communities, and our planet
can flourish. All the while, celebrating the sheer love and
joy of food.
Your Mission Statement
Mission Statement:
A clear and simple statement that connects with
people. (NOW)
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Why does my business exist?
What solution am I providing?
What makes me different?
What do I provide to people now?
What is the biggest benefit to my clients?
Example of Mission
Mission
Life is Good: “To spread the power of optimism.”
LinkedIn: “To connect the world’s professionals to make them more
productive and successful.”
Google: “To organize the world’s information and make it universally
accessible and useful.”
KJ Strategy: “To provide entrepreneurs with the guidance, tools and
resources to create effective strategies for business growth.”
Your Vision Statement
Vision Statement:
A clear and simple statement to describe where your
business is heading. (FUTURE)
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Where do I want my business to be in 5 years?
What need in the community/world will I fill?
What does my dream/ideal company look like?
What would success look like for my business?
How will I impact the community/world?
Example of Vision
Vision
Nike: “To bring inspiration and innovation to every athlete* in the
world” (*If you have a body, you are an athlete)
Amazon: “Be the earth’s most customer centric company; to build
a place where people can come to find and discover anything
they might want to buy online.”
Microsoft: “A computer on every desk and in every home.”
KJ Strategy: “Empower, equip and motivate every entrepreneur
who seeks to build an inspired business or brand.”
Promotional Channels
Choose channels that make sense for your business.
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Define your budget to make it effective.
Choose the channels where your clients interact.
Digital: video, email, blog, social, SEO, ads
Traditional: newspapers, flyers, magazines, radio, events
Strategic Alliances: industry partners, social influencers
Benefits and ROI
Choose promotions that are beneficial and trackable.
 Define your goals for engagement
clicks, likes, conversions, subscribers, revenue
 Outline the benefits of exposure
social proof, positioning as an expert
 Track closely – set up a system for tracking results on
all channels
 Make sure the ROI is there! Time vs money vs results
 Adjust goals for success and growth
Why It’s Important
Element 2
Know Your Ideal Client
Know Your Ideal Client
Get Specific
Age Demographic
Single/Married/Kids
Lifestyle Habits
Professional Affiliations
Stage in Life
Hobbies/Interests
Know Your Ideal Client
 What are their wants and needs?
 Find out their likes and dislikes.
 What challenges and issues do they have that
you can solve with your product or service?
Do Your Homework
Build a Client Profile
Smile and…
The Right Mindset
Why It’s Important
…you become magnetic.
Element 3
Your Brand Identity
“An image is not simply a trademark, a design, a slogan
or an easily remembered picture.
It is a studiously crafted personality profile of an
individual, institution, corporation, product or service.”
- Daniel Boorstin, American Historian (1914-2004)
Examples of GREAT Brand Identity
Apple
$154.1B*
Google
$82.5B*
* Source: Forbes, The World’s Most Valuable Brands List 2016 Ranking
Brilliant Brand Identity
Consistency Matters
Images Matter
 Brands that are performing the best in your industry and in your
market- locally, regionally, nationally or internationally.
 Color Psychology- use colors that motivate your ideal clients.
 Successful image sharing, pay attention to what’s working.
- Use images that represent your product and service best.
- Use images that allow your personality, mission and culture to shine.
…success leaves clues.
Your Brand Identity
…you’ll have that je ne sais quoi.
Design Your Brand Identity
Your Brand Identity
Innovation/Design
Search
Ask Yourself
Be a Great Storyteller
How to Develop Your Message
What your client wants and needs.
What matters to them.
Problems they need solved.
What your business
offers and what makes
it unique.
How you provide value.
How you will solve their
problems.
Client
Viewpoint
Your
Viewpoint
Brand Message
Market
Viewpoint
What the market reflects in
your industry.
How the leaders position
themselves.
How you will be distinctive.
Develop Your Core Message
What do my ideal clients want or need?
How can I best express the value I offer to meet the need?
What does the market reflect about my product or service?
Create Your Message
Your core message should convey your one thing
with the intent to connect with people’s hearts and
minds, giving them the solution to their needs.
 Taglines
 Summaries
 Website Copy
 Advertisements
 Social Posts
 Videos/Images
Your CORE Message
Apple: “Think different.”
BMW: “The Ultimate Driving Machine”
Geico: “15 minutes or less can save you 15% or more on car insurance.”
KJ Strategy: “Strategies that focus on connection.”
Why It’s Important
…your content becomes magnetic.
Element 4
Ask Yourself
Create Great Content
Create Great Content
…success leaves clues.
Create Great Content
Note: Original Content Ranks Highest!
Create Great Content
Create Great Content
Create Great Content
…your focus should be keeping their interest.
Element 5
Plan it
Choose the Right Channels
Where are your Clients?
Published January 12, 2017
Age Range
Gender
Channel
Adult Users
18-29
30-49
50-64
65+
W
M
Facebook
68%
88%
79%
61%
36%
69%
67%
Instagram
28%
59%
31%
13%
5%
32%
23%
Pinterest
26%
36%
32%
24%
9%
38%
15%
LinkedIN
25%
34%
31%
21%
11%
23%
28%
Twitter
21%
36%
22%
18%
6%
21%
21%
Master Your Channels
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Blog and Guest Blogging
Email/Newsletters
Facebook
LinkedIn (for Business)
Instagram or Pinterest (for visual)
YouTube (Video Strategy)
Industry Related Forums/Groups
Social Tribes
Event Participation
Direct Channels
 Industry Networking Groups- Become Active
 Team up with popular businesses- create an
alliance with a complimentary business who is
already attracting your ideal clients
 Connect with Community Service Organizations
 Write articles/become a guest contributor for
industry newsletters or association publications
 Industry Related speaking engagements
Have Fun!
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You won’t feel like you are working
You will enjoy engaging with clients
Easier to stay consistent
You can do it on your “downtime”
Key to Branding
Monitor
…small adjustments can sometimes
make the biggest difference.
You now have the Elements For
Building an Effective Strategy!
Next Steps
What’s Included
1.
2.
3.
4.
5.
Target Your Authentic Niche
Design or Refine Your Brand Identity
Craft a Stellar Brand Message
Develop a Solid Content Strategy
Position your Brand in the right Promotional Channels
The Investment
Special Offer
20% off using promotional code:
GVILLEHUG
20% for referring to friends,
colleagues or clients