The Power of a Strong Brand Strategy

In the world of football, where passion runs high, and community spirit thrives, having a robust brand strategy can be the game-changer a club needs.

As someone who spends a significant part of the week at the club (#footballislife), I was thrilled to take on the challenge of enhancing the communications for Samford Rangers Football Club (SRFC).

The goal was clear: improve the onboarding experience for new members and ensure a seamless start to the season for current members.

Understanding the Essence of Brand Strategy

A brand strategy is more than just a logo or a catchy slogan. It’s the soul of your business, defining how you communicate, the emotions you evoke, and how your audience perceives you. For SRFC, this meant focusing on their brand, assets, and voice to craft a message that resonates with both new and existing members.

Why a brand strategy matters

For me, a brand strategy is a long-term plan that guides the development of a successful brand to achieve specific goals. It affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. Here are some key components I focus on in a brand strategy:

1. Brand Consistency: Consistency in branding is crucial. It ensures that messaging and visuals are aligned across all platforms, creating a cohesive and professional image. This consistency builds trust and recognition among the audience.
2. Developing a Brand Voice: The brand voice is the distinct personality a brand takes on in its communications. It should resonate with the target audience and reflect the brand’s values and mission.
3. Consistent Look and Feel: The visual elements of a brand—logos, colour schemes, typography—should be consistent across all channels. This visual consistency reinforces brand identity and makes it easily recognisable.

The Challenge

When Samford Rangers FC approached me, they were facing challenges with brand inconsistency. Their digital presence was fragmented, and their brand voice was not clearly defined. Here’s how I helped them consolidate their brand assets and improve their brand strategy:

• Consolidating Brand Assets: I started by organising and standardising all brand assets, ensuring that every piece of communication from Samford Rangers FC was uniform. This included updating their logo, colour palette, and typography to create a unified look.
• Identifying Brand Voice: I worked closely with the team to identify their brand voice—one that reflects their community spirit, passion for football, and commitment to excellence. This voice is now consistently applied across all communications, from social media posts to newsletters.
• Improving Consistency Across Digital Channels: By applying their brand consistently across all digital platforms, I helped Samford Rangers FC present a professional and cohesive image. This consistency is key to building member confidence and attracting new supporters.

And the benefits?

Well, it’s still early days, but the aim is through a consistent and clear brand, the club will benefit from:

1. Consistency: A well-defined brand strategy ensures that every piece of communication aligns with your core message, building trust and recognition.
2. Clarity: It provides clarity to your audience, making it easier for them to understand what your club stands for and what they can expect.
3. Community Engagement: A strong brand fosters a sense of belonging and pride among members, encouraging active participation and support.

Getting Started with a Brand Strategy for Your Business

To get started with a brand strategy for your business, begin by assessing your current brand assets and messaging. Identify gaps and areas for improvement and what image you want to portray with your audience.

Engage with your community to understand their perceptions and expectations. Collaborate with your team to refresh and align your brand assets, ensuring they reflect the values and goals of your organisation.

Steps to Crafting a Consistent Brand Message

1. Define Your Message: Start by identifying what you want your brand to say. For SRFC, it was about being welcoming, reliable, and community-focused.
2. Know Your Audience: Understand who you’re speaking to. Are they new members, seasoned players, or local supporters? Tailor your message to resonate with each group.
3. Consolidate Brand Assets: We ensured all brand assets were consistent and accessible. This involved refreshing templates and updating brand guidelines to reflect a modern, inviting tone.
4. Create a Central Repository: Having a centralised location for brand assets allowed SRFC’s committee members to maintain consistency in all communications.

A strong brand strategy is essential for any organisation, from a small community club to a large international organisation, looking to provide clarity in its message to its audience. By consolidating brand assets, developing a clear brand voice, and ensuring consistency across all channels, Samford Rangers FC has set itself up for success.

If you’re looking to enhance your brand strategy, consider the steps taken by Samford Rangers FC. With the right approach, you too can build a brand that resonates with your audience and stands the test of time.

Happy Branding

Trish