How to Review Your Brand Strategy Plan in 70 Minutes: A Step-by-Step Guide for Business Owners

We all know how easy it is to get caught up in running a business daily. But taking a step back to evaluate your brand strategy is essential for staying on track. The good news? You don’t need hours to do it. With just 70 minutes, you can take a good look at your brand’s foundation, make sure it still aligns with your goals, and identify areas for improvement.

In this blog, we’ll walk through a quick, structured process for reviewing your brand strategy and ensuring it’s working for your product or service.

1. Clarify Your Brand Mission and Vision (10 minutes)

First things first, let’s discuss your brand’s mission and vision. These are the heart and soul of your business. They define why you exist and where you’re going. Take a few minutes to make sure both are still on point.

Mission Statement:

Is your mission statement still clear and relevant? It should concisely summarize your business’s purpose, values, and objectives. If it’s starting to feel disconnected from what you actually do, it might be time to adjust the language to reflect your current goals.

For example, suppose your company’s mission was originally to “sell eco-friendly products,” but now you’re also focused on educating consumers about sustainability. In that case, you might update it to something like, “To make sustainable living easy and accessible for everyone.”

Vision Statement:

Your vision is where you see your business going in the long term. It’s the big picture. Does your vision still inspire you and your team? Is it still achievable, or does it need tweaking? A strong vision statement will keep everyone on the same page and reflect what your company desires in the long run.

If you’re no longer chasing the same goals as when you started, it’s time to revise the vision to match where you’re headed. For example, if you initially aimed to be a local brand and now you want to go national, make sure your vision reflects that.

2. Reaffirm Core Brand Values (10 minutes)

Next, let’s focus on your brand values. These principles guide your business decisions and shape how people perceive your brand. Values are the backbone of your brand’s personality, so they need to stay consistent across everything you do.

Ask yourself, “Do these values still reflect who we are today?” If they do, great! If not, it’s time to make a change. Are your values being communicated well across your marketing channels and in customer interactions? If not, now’s a good time to adjust how you share those values with your audience.

For instance, if one of your core values is customer care, but your customer service isn’t where it should be, that’s a red flag. Make sure your brand values are visible in every aspect of your business—from your website to your social media presence to your customer support.

3. Evaluate Your Unique Selling Proposition (USP) (10 minutes)

Every brand needs a unique selling proposition (USP)—something that makes you stand out from the competition. Your USP is what makes your business different and more appealing to potential customers. If your USP is too vague or not really grabbing attention, it’s time to re-evaluate.

Take a moment to ask yourself: What makes us different from others in our industry? Maybe you offer unbeatable customer service or a unique product feature that no one else has. Whatever it is, make sure your USP is clear and highlighted in your marketing materials.

Think about it—if you sell high-end sneakers, your USP might be something like, “We offer the most durable, comfortable sneakers for athletes, designed to improve performance.” Make it compelling and easy for customers to understand why they should choose you over the competition.

4. Analyze Target Audience Alignment (10 minutes)

It’s essential that your brand is still reaching the right people. However, your target audience can shift over time, and staying in tune with who you’re speaking to is crucial. If your ideal customer has changed, so should your brand strategy.

Look at your customer profiles. Are they still accurate? Do they reflect the people you’re currently targeting? If you’re finding that your audience is evolving, update your messaging to better connect with them.

For example, if you used to target young professionals but now your main customers are millennials with families, your messaging and product offerings should reflect that shift. Keep things fresh and relevant by reassessing your audience every so often.

5. Assess Brand Voice and Messaging Consistency (10 minutes)

Your brand’s voice is just as important as its visuals. Whether you’re posting on social media, writing website copy, or sending an email, your tone should feel consistent and accurate to your brand’s personality.

Take a minute to review your recent content—does it sound like your brand? Are you communicating in a way that resonates with your audience? From playful to professional, your voice should match the values and personality of your business.

If your tone feels inconsistent, it might be time to update your brand guidelines. No matter if you’re speaking casually with your audience or maintaining a more formal tone, ensure your messaging across all platforms is consistent.

6. Review Visual Brand Identity (10 minutes)

Now, let’s discuss your brand’s visual elements, such as its logo design, brand colours, typography, and imagery. Your visual identity is the first thing people notice about your business, so it’s important to ensure it’s cohesive and still relevant.

Look at your logo and your website. Do the colours, fonts, and design elements still reflect your brand’s values and mission? Are they appealing to your target audience? If your visual identity feels outdated or doesn’t align with your brand’s current vibe, consider a refresh.

Remember, your brand assets should be consistent across all platforms, whether on your website, social media, or marketing materials. If your brand isn’t immediately recognizable, it might be time for a quick redesign.

7. Evaluate Online Presence and Digital Marketing Channels (10 minutes)

In today’s digital world, your online presence is everything. You’re missing out if you’re not showing up where your audience spends most of their time. Review your website, social media profiles, and digital marketing efforts to see how well you’re engaging with your audience.

Is your website easy to navigate, and does it clearly convey your brand message? Is it optimized for mobile? Also, take a look at your social media. Are you posting regularly and engaging with your followers? If your digital presence needs some work, take this time to fix any inconsistencies or missing elements.

Take a quick look at your email marketing strategy, too. Are you reaching your audience with valuable content that aligns with your overall brand? If you’re not making the most of your digital marketing, now is the time to make those adjustments.

Keep Your Brand on Track

Now that we have gone through the necessary steps to ensure that your brand strategy reflects your current brand, it is time to apply them to your brand. A quick update to your mission statement or a fresh take on your visual identity can go a long way in strengthening your brand’s presence. Since your brand is always evolving, it’s essential to regularly check in and keep things on track.

Need help building a strong brand strategy? Reach out to us at Buzz Marketing—we’re here to help!