Brand strategy

Brand strategy

The first step that must be taken in order for a company to create a solid brand identity is to think about the problem that your company solves and how to best communicate it with your audience. The goal is to find a way to subtly communicate with your audience in a conversational manner and create a two-way dialog where your customers can have their voices heard.

Here, Social Media is the key to dialoging with your customers, obtaining valuable feedback and promoting your brand. Social Media is also an invaluable tool to use in conjuction with your branding to encourage confidence and trust in your product/service; If you do experience a one-off issue with a product or service, your customers would be more likely to understand, if your brand ethos proves that you’ll do what it takes to resolve the problem.

When putting together your brand strategy there are 4 key points to consider:

1. Uniqueness
Your branding should set yourself apart from your competitors. To do this, analyse what you do best and consider your target demographic. Use graphics and word choices that clearly reflect your business to your target audience, use your branding to deliver clear messages.

Done correctly, your brand can assist you in getting a stronger foothold in your niche market. Define your unique selling position and consider methods to communicate key messages to your desired audience. Use specific images or phrases to encourage the feel of inclusivity. Let them know the reason your business exists and how it can fulfill their needs. This can connect you to your target audience, engage them and motivate them to buy.

2. Emotional Connections
According to a 2010 study conducted by the world’s largest public relations firm, Edelman, the current Y Generation, also known as the Millennials, consider brand identification almost as important as religious preference and ethnic background when defining themselves online. The power of branding has successfully melded into that of personal identification and emotional connection.

3. Message Delivery
Having strong branding builds trust. This can translate to your newsletters and advertisements achieving a more effective response,resulting in increased business. As people will already be aware of your brand, they will be confident that they will receive value for time spent reading your messages or researching the products that you offer.

4. Consistency
This is the most important aspect of any branding exercise. It is essential to focus on your long-term branding efforts to keep your business consistent. This consistency should be a part of all messages and ingrained in all product lines. Used correctly, It should enhance your business, by adding depth to your company’s presence and allow you to grow via a loyal following.

These key points are the cornerstones of your branding strategy. Once the strategy is underway it is essential to reinforce your brand values with every possible contact you have with both customers and potential customers. Communicate your brand and make sure everything you do reinforces the same message. Use your logo, everywhere!

Review your brand regularly – ask customers for feedback and if your customer’s needs change, your brand and your business may need to evolve to stay relevant. Ask the questions; how does my business, product or service meet my customer’s needs? Ensure your brand is in line with the answers to this question and use social media to keep abreast of current trends in your business arena.

This series of articles on marketing are not intended to be exhaustive or authoritative. They are our observations drawn through our years of experience in design and marketing. Branding is a complex and time consuming undertaking, but one that brings substantial business rewards. If you would like to know more, Mail us to discover how Browse can help with all aspects of branding to help drive your business forward.

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