Your branding identity goes way beyond your logo and tagline.
Instead of obsessing about font styles and colour schemes, or following unrealistic marketing guides, you need to come up with a well-planned branding strategy in order to succeed.
A good branding strategy incorporates who you are and what you do into your brand.
In this blog post, we are going to discuss what a branding strategy is, why it’s important to have one for your business, and how you can create an effective branding strategy for yourself.
Remember, every powerful brand needs brand marketing in order to be memorable and successful. Learning how to go about creating a brand architecture for your company is the first step you need to take in achieving these goals.
When you have an effective branding strategy in place, you work towards your long term goals instead of being short-sighted.
So, let’s get right into it!
What Is A Branding Strategy?
A branding strategy is a set of long term goals that are specific and measurable.
Your brand must develop its own unique character, voice, and tone so that it resonates with your customers and helps them identify you.
A good brand strategy takes into account the needs of the customer and their emotions. It also studies the competition and finds ways to stand out from them.
It is up to you how you want your customers to associate with your brand. User experience is crucial.
Do you want to appear warm and friendly to your customers?
Or do you prefer your brand to have a more professional and authoritative voice?
Your brand position is essentially all the thoughts and feelings your customers have when they think about your business.
A branding strategy will allow you to shape those feelings in a way that benefits your brand.
Why do you need a branding strategy for your business?
According to research studies by On Brand Magazine, 21% of businesses do not have a branding strategy in place.
A branding or marketing strategy helps you identify your business goals and work towards them with focus.
Ideally, brand differentiation comprises of many different elements. Not having a sound strategy could lead you to spread your marketing campaigns thin.
What we mean by this is that you will unnecessarily start focusing on branding tasks that are not so important, and neglect the ones that are vital to your brands value.
For instance, while branding and marketing your new company, it is not a good idea to spend weeks or months on designing the ‘perfect’ logo.
Instead, you can use all that time to do market research and improve a particular service or product that you are going to offer your customers.
This will give your brand naming a competitive advantage.
It is important to decide where to focus your energy and resources. Apart from focusing on search engine optimization seo, you need to work on tons of other important aspects.
Developing your marketing strategy will give you an edge over your competition and make sure your marketing message is always one step ahead of theirs.
Why Your Branding Strategy Should Have Room For Improvement
Rather than having your strategy set in stone, you need to ensure that there is always space for flexibility in your marketing plan.
As your business grows, your goals change and so does your focus.
It is essential that you constantly improve upon your marketing strategy so that your business evolves along with the times and the competition.
What Makes A Good Brand Strategy?
“Your brand is a combination of a customer’s experiences with your business at every touchpoint. Each memory, thought, impression, website visit, story, sales letter, social media post, event, phone call, and transaction contribute to your company’s brand reputation.”
– Elaine Fogel (Beyond Your LOGO: 7 Brand Ideas That Matter Most for Small Business Success)
A good brand is relatable and popular. It boosts customer loyalty and leads to a better company image.
You don’t need to worry about the different types of branding as long as you foucs on a comprehensive branding strategy.
There are certain elements that go into preparing a successful brand strategy.
Each of these elements has its own importance, and it is up to you how you incorporate them into your strategy.
Let’s take a look at them one by one:
1. Company Purpose
The first step in creating a plan for your brand building is to figure out what the goals and brands objectives of your company are.
Mark Di Somma from Branding Strategy Insider describes two aspects of this purpose:
The Functional Aspect, where success can be measured by short term returns and monetary profits, and
The Intentional Aspect, where alongside making money, the brand is able to contribute something of worth to the world.
Find out what the core values of your business are and work towards that.
Who are you trying to help?
What are the values that your business is built on?
For more inspiration, look at some of your favourite brands and read their vision or mission statements. This will help you as you create your own.
A good brand is consistent in its voice and relevance.
It is essential that you maintain a set tone and talk about issues that are relevant to your brand and your audience.
In other words, do not dilute your brand message by talking about everything you think might interest everyone.
Stay focused on your message and be consistent throughout all digital marketing platforms such as email and social media.
Use a predetermined colour scheme, font, and tone of voice to ensure that your audience is able to immediately recognise your brand no matter what the platform.
3. Customer’s Emotions
What sets apart great brands from mediocre ones is the emotion they are able to bring out from their customers.
Always remember that the secret to building a loyal customer base is to nurture a strong relationship as brand managers with each individual customer.
Personalise all your communication with them and make sure that you give them the ultimate experience every time they interact with your brand.
This should be your business strategy.
Customers are willing to pay for quality service. Developing your brand should line up to your customer expectations.
Some companies even build exclusive groups to allow customers to build a strong relationship with each other as well as with the company itself.
Perform market research to see what other brands are doing and try to incorporate some of those strategies in your brand development.
To reach out to your target audiences and make them feel like you understand them, it is important to stay relevant. This means that although your brand mission and values remain the same, you make changes that will keep your customers interested in what you do.
Understand customer expectations and see what you can do to meet them.
These changes could be as big as redoing your brand image, or as simple as focusing on certain attributes of your brand that you didn’t give much importance to earlier like your marketing campaigns.
Say, for instance, if you have a cosmetic product that is mostly used by older women, you can redesign the branding to make it appealing to younger girls as well.
Conduct a regular brand audit so that you can rethink certain angles of your marketing and make them more relevant.
Apart from just the designing and marketing of your brand, customers look for other things that will paint them a picture of how trustworthy your brand is.
For this reason, it is important to train employees of your company to be in line with the brand voice and your marketing message.
For instance, if your brand is known for its warmth and friendliness towards its customers, then the representatives should also be trained to exhibit the same tone when they deal with customers.
Your customers are not going to deal with the top management directly, but they will be dealing with your employees on a day to day basis. So make sure they know what your brand stands for and how they need to deal with customers.
Good company culture is essential for your brand’s overall success.
Another way to market your brand is by brand extensions. That means you use the name of an existing, established brand to market a new product. This will build an element of trust with your customers as they are already familiar with the brand name.
6.Nurture Your Customer Relationship
Customers are an integral part of your business. Find ways to constantly engage your customers and build a strong relationship with them.
A simple thank you email for loyal customers will be well appreciated. You could offer discounts or special offers for those customers who have been with you for years. You could also find some great ideas to thank your customers if you think outside the box.
A special branding and social media post, or your customer’s names and testimonials on your website is also a great way to thank your customers and make them feel special!
A comprehensive branding strategy will help you build a loyal customer base. Defining your brand and winning customer loyalty need not be complicated.
7.Study Your Competition
Keeping an eye on what your competitors are doing is important in order to learn from them. Remember, everyone make mistakes.
Competitive analysis needs to be done carefully.
All content marketers are likely to make both good moves and bad ones.
Analyse their actions, their successes and their failures, to stay one step ahead of them.
However, never try to imitate every step your competitors take. What makes you successful is your uniqueness, so don’t just follow the crowd.
Observe other strong brands in your niche and see what you can do to serve your customers better.
Every brand story is unique. It is what you do differently that makes customers loyal to your brand.
What are the strategies you use while creating brand equity? We would love to hear your views, so leave us a comment!
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