How to Built an Epic Brand Quickly – Using an 'Agile' Strategy

In our rapidly changing digital landscape, business owners in technology, finance, and real estate face a growing need to be both agile and strategic in brand building. One of my favourite books by Marty Neumier, introduce the topic of the Agile Brand Framework.

Key concepts from his book Scramble are especially valuable for entrepreneurs like you, along with the actionable steps below, to help you build an epic brand swiftly and effectively.

Understanding the Agile Brand Framework

Neumeier argues that traditional branding strategies fall short in today’s fast-paced environment. Instead of sticking to lengthy planning cycles, he promotes an agile approach centered on adaptability and iterative learning. This allows businesses to make quick adjustments based on real-time market feedback.

This agility is vital for business owners looking to establish themselves in competitive landscapes like technology, finance, and real estate. For instance, a tech startup might need to pivot its product features based on user feedback that identifies better customer preferences.

Action Item

• Map Your Brand Landscape: Create a visual representation of your market, outlining competitors, customer preferences, and potential partners. This map lays the groundwork for informed decisions and quick adaptations.

  
  

An easy Brand Map template

Start with a Clear Brand Purpose

A strong brand identity hinges on a well-defined purpose. Neumeier emphasises that a successful brand goes beyond making profits; it should impact its audience. Defining what you stand for helps differentiate your brand and fosters a commitment from your audience.

To illustrate, think of brands like TOMS, which donates a pair of shoes for every pair sold. They started with a purpose that goes beyond profit, creating deep connections with consumers.

Action Item

• Define Your Why: Take a moment to articulate the deeper reason your business exists. Ask yourself why you started and what change you want to bring to your market. Draft a mission statement to guide your branding efforts.

To (our ideal customer) our company is the (category) that provides (the benefit: functional, emotional or experiential) because (reasons to be/believe).

Involve Your Audience Early

Gathering feedback from your audience during the branding process offers insights that can shape your strategy. Neumeier advocates involving customers early through surveys, focus groups, or beta testing.

Early audience involvement can nurture loyalty. For example, Dropbox successfully built its brand by involving users from the start in beta testing, leading to a user base that grew to over 700 million.

Action Item

• Poll Your Audience: Use easy-to-access tools like Stickybeak to gather feedback about your brand elements. A simple Google Form sent to existing customers works great too. This creates a sense of ownership among your customers.

  
  

Build a Minimum Viable Brand

Neumeier introduces the concept of a minimum viable brand (MVB), which parallels the minimum viable product (MVP). Before committing significant resources to a full brand launch, test a simplified version.

This might mean launching with basic visuals and messaging, allowing room for adjustments based on user interactions. One successful example is Airbnb, which started with a simple website featuring photos of properties.

Action Item

• Create a Brand Prototype: Develop an initial version of your brand that includes necessary components like a logo, tagline, and core messaging. Share it with a small audience for feedback before a broader launch.

  
  

An MVB will get you in front of customers, ready to test and iterate

Embrace Iterative Learning

The agile strategy discusses ongoing improvement through feedback loops. Neumeier highlights the need for brands to adapt their strategies based on marketplace dynamics.

Experimenting with your brand identity is essential. For example, Coca-Cola frequently alters its marketing campaigns based on customer responses and market trends.

Action Item

• Set Up a Feedback Mechanism: Establish channels for continuous customer feedback after launch. Use tools like FloDesk or Mailchimp to gauge perceptions of your brand and the effectiveness of your messaging.

  
  
  
  

Foster a Strong Internal Culture

A brand is influenced not only externally but also internally. Neumeier believes that a robust internal culture, aligned with brand values, affects how employees engage with customers and represent the brand.

For example, Zappos’ dedication to customer service is rooted in its company culture, promoting employee actions that resonate with customers.

Action Item

• Align Team Values: Organise team workshops to discuss your brand's purpose and values. Integrate these values into your hiring and onboarding processes to ensure every team member embodies the brand's ethos.

  
  

Utilise Visual Identity Smartly

While a brand’s purpose and internal culture are crucial, visual identity often makes the first impression. Neumeier stresses the importance of a cohesive visual presence, including logo, colour palette, and typography.

In a digital-first world, an eye-catching visual identity can significantly enhance brand recognition. Think of brands like Nike, which use their signature swoosh logo to maintain a strong and recognizable image.

Action Item

• Develop Brand Guidelines: Collaborate with a graphic designer to establish a comprehensive set of brand guidelines. Include details about logo usage, colour schemes, and typography to ensure consistency across all platforms once your brand launches.

Clear Brand Guidelines will act as a key to cohesive messaging in all outputs

Strategically Position Your Brand

Understanding your market position is essential. Neumeier recommends considering your competitors and identifying your unique value proposition.

For startups, this could entail emphasising innovative technology or user-oriented solutions. For example, fintech companies often differentiate themselves by focusing on user experience or transparency in fees.

Action Item

• Conduct a SWOT Analysis: Identify your brand's strengths, weaknesses, opportunities, and threats. This analysis can clarify your positioning and guide your strategic efforts.

  
  

SWOT analysis template

Measure and Adapt

Building an epic brand doesn’t end with its launch. Neumeier underscores the importance of continual measurement and adjustment.

Using key performance indicators (KPIs) across different aspects of your brand’s performance can help you understand what works and what needs fine-tuning. Research shows that organisations which analyse customer feedback regularly can improve satisfaction rates by up to 20%.

Action Item

• Define Brand Metrics: Choose metrics to measure brand awareness, customer satisfaction, and engagement. Utilise tools like Tracksuit and BrandWatch or surveys for data collection to refine your strategy.

  
  

Leverage Community Engagement

Finally, Neumeier highlights the importance of building a community. Connecting with your audience beyond transactions can drive loyalty. This could involve creating forums, sending newsletters, or hosting exclusive events.

A vibrant community can serve as a foundation for your brand, creating advocates and supporters. For instance, the gaming community around platforms like Twitch exemplifies how strong community ties enhance brand connection.

Action Item

• Create a Community Forum: Use social platforms (like LinkedIn) to foster discussions about your brand and industry. Encourage engagement and share knowledge that aligns with your mission. This is especially useful in the voice of the founder, because people buy from people who they know, like and trust.

  
  

Final Thoughts

Building an epic brand using agile strategies, as Neumeier outlines in Scramble, is not only achievable but also fulfilling. Starting with a clear purpose, engaging your audience early, and maintaining a continuous learning mindset can help you adapt and thrive in competitive fields like technology, finance, and real estate.

By integrating these actionable items into your branding journey, you can ensure your brand resonates with your audience, remains relevant, and stands out amidst the noise.

With this agile framework, I transformed my brand-building approach, ensuring that I meet my customers' needs while enhancing my market presence. If you’re ready to begin this transformative journey, dive into the insights from Scramble and start crafting your epic brand today!