A brand is the personality of a business and is key to its success. Each element of a brand, whether it’s an email signature or a website and everything in between, highlights the values behind and enhances the perception of the brand to the desired audience.
All brands should consider whether they are attracting their ideal customer, whether their branding conveys their business positively and if the messaging is clear in order for business growth. These considerations can be outlined in a brand strategy and will help you focus your efforts to creating a memorable and purposeful brand.
What is Brand Strategy?
As Hubspot puts it, a brand strategy “is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand — the combined components of your company’s character that make it identifiable.”
A well-defined branding strategy considers its consumers needs, emotions and competitive environments and utilises these elements to create a unique yet strong brand.
It’s important to note that branding doesn’t just mean creating the perfect product, logo or website, it means creating the foundation for your business and considering the values that will drive your efforts.
If you’re planning a brand refresh or developing a new brand, consider the essentials below!
1. Define your purpose, promise and voice
Every branding strategy needs to begin with the why.
considering your brands purpose and why you wake up every day to deliver your product or service to your audience will automatically differentiate between you and your competitors.
When defining your business’ purpose, consider what your mission statement and vision is. This will shape the rest of your strategy. Brands also need to have a clear brand promise for their target audience as it will tell them exactly what to expect when purchasing your product or engaging in your service.
Also, consider what your brand voice will be when interacting with your audience and how you will engage with them during interactions. Brand authenticity is key and you need to ensure your corresponding brand voice is honest, engaging and friendly.
2. Who’s your audience?
Have a clear target audience in mind. Figure out who you are marketing your product or service towards and who is likely to engage with what your offering. Find out what your target customers know already about your brand and what do they think of you? What do you want them to think about you? If you don’t understand who your audience are and how they perceive you, it will be difficult to create a strategy and market your product or service.
It’s also important to consider the emotions attached to your audience and how you can connect with them on a deeper level. In your strategy, think of ways in which you can include your audience and relate to them. Thereby strengthening your relationship and fostering brand loyalty.
The key to consistency is to avoid talking about things that don’t relate to your brand’s core messaging or that fail to enhance your brand positively. For example, have you added something new to your Instagram page? Does it align with your brand purpose and does it directly hit your target audience? Does it deliver a consistent message? Is your brand voice speaking loudly?
To ensure your brand is hitting the mark, you need to be sure that every social media post, every logo and every EDM has a cohesive and purposeful message attached to it. Hubspot aptly sums it up, “consistency contributes to brand recognition, which fuels customer loyalty.”
An easy way to avoid customers getting confused by your brand and what your mission is, consider a branding and style guideline. This will ensure your brand is cohesive, consistent and hits the mark with your audience at every touchpoint. These guidelines will also assist your employees when engaging with customers through communication channels. It will ensure the brand’s core values are being highlighted throughout each interaction.
4. Flexibility and Uniqueness
Whilst consistency is key for any branding strategy, having the ability to be flexible will set your brand apart from the crowd.
Perhaps in your strategy you think about a way to attract a sub target audience or a new generation of customers. Making changes to a website, product packaging or social media campaign. These tactics will give you an opportunity to engage your followers in a new way and still maintain your brand voice and purpose.
In your brand strategy, consider how you reward your audience. Cultivating loyalty from the people that actively engage and interact with your brand will yield returning customers, ergo more profit for your business.
Your customers have referred others to your brand; reward them by featuring them on social media or send a thank you email.
Loyalty is critical for every brand strategy! If you highlight a positive relationship between you and your existing customers it sets the tone for what potential customers can expect if they choose to engage in your business.
6. Who’s your competition?
In your brand strategy, it’s crucial to consider who your competitors are and what is contributing to their success. Take your direct competitors as a challenge to improve your brand strategy and highlight to consumers what makes your brand different.
What are your competitors strengths and weaknesses? Are there things they are exceeding at and what are they lacking? Does their brand have a clear voice and how can you adapt that strategy into your own brand?
Hubspot encourages brands to tailor their “positioning based on their experience to better your company” . As in, keep tabs on your competition and ensure you are unique with how you approach your brand strategy.
Want to become a brand worth backing? Get in touch with our team today!
The content in this blog has been derived from the number of sources listed below. VO Group does not take ownership of the content.
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