Without a proper branding strategy, it’s easy to get overwhelmed when marketing your brand. You may feel your brand is all over the place. You may have a defined brand with good visibility in the market. But your brand may not fit with who you are and what you do.
You may feel confused thinking over which tone of blue you should use. Or what should be your tone when engaging with your potential customers on Twitter. These minor factors count for a lot when it comes to marketing.
The first thing to do is clear the most common misconception about a brand. Your brand isn’t only your product, logo, website, or your name. It distinguishes your products from others. It exclusively features your work and services. What your brand needs to get more defined is the branding strategy.
What Is A Branding Strategy?
Now what you have to do is, build your brand’s strategy. What branding strategy is all about? It consists of long term plans necessary for the development of a successful brand. A well executed and defined branding strategy is the key to flourish your brand and business. It affects all the aspects of your business and directly impacts profit and sales.
Branding strategy links to the customer’s needs and emotion. People have different opinions and perspective regarding brands. But with a better branding strategy, you can build your brand’s desired perspective among the consumers. Branding strategy helps you to make your brand stand out in a competitive environment.
Understanding the Branding Strategy
Your Branding strategy must be created based on how your customers perceive your company, services, or products. To understand branding strategy, you must get to know the following aspects of your business.
Mission: The mission for your business is its functional description. It describes the goal of your company. Your company’s mission must define what the company does for its customers, employees, and owners.
Vision: The vision of your company comprises the goals and aspirations of your company. It is the clear picture you have in your mind of what and where you want your business to be.
Positioning Statement: Positioning statement of a brand defines a unique space in the market, your brand occupies to operate. It defines how the product of your brand fills the customer’s need in a way that the competitors don’t.
In a nutshell, the mission, vision, and positioning statement of your business are the main factors that help you build up your branding strategy. Certain components dictate how you should express your brand strategies. Here they are:
Personality: A brand personality includes characteristics that describe the brand’s product, service, or mission. It’s a set of human characters attributed to your brand’s name. Brand personality is something your consumers can relate to.
Voice: The brand’s voice is the communication style and choice of words the brand use to communicate with the target audience. Brand voice is how you convey your brand’s personality to the audience.
Visual Expression: The visual expression includes the color, imagery, and graphics used to represent the brand.
Determining the right name, logo, and the tagline should be constructed using these components of the branding strategy. They should cohesively reinforce the brand’s name and visibility, creating the brand’s remarkable experience.
Why Do You Need A Branding Strategy?
The benefits of branding strategy are significant for you and your consumers. The most obvious and compelling reason for developing a brand strategy is that it distinguishes you from your competitors. It makes you more recognizable in the marketplace. Branding strategies also increase the reputation of your brand.
It gives you a clear purpose of why and how you are engaging your customers. Devising a better branding strategy helps in better communication with the customers.
Investing in the branding strategy might seem hard at the moment. But in the long run, it saves your money and enables your brand to make a large profit. Here are some more reasons that can help you analyze why you need a branding strategy.
1. You Need a Proper Brand Architecture
Your company lack’s brand architecture when your product families don’t look and sound connected. New brands often don’t have the organizational mapping that guides the branding and development of the product or services. You don’t want to be among those brands.
Most companies commit the mistake of creating brand architecture based on how they see their brand. Branding strategy helps you build a brand architecture based on how the audience should perceive it.
2. Defining Your Target Audience
Successful branding requires research upon the type of audience who is likely to buy your brand and spread the worth about it. Many companies don’t properly determine who their target audience is. Suppose your product is a slimming tea. ‘Women’ aren’t your target audience. Or people who want to lose weight also aren’t your target. Your target is the people who want to slim down their bodies effortlessly are your real target.
Research and documentation regarding the target audience must be periodically reviewed and must change accordingly. Without branding strategy defining your real target isn’t achievable.
3. Your Employees Have Clarity and Motivation
The employees of your organization must be on board with the vision and branding strategy. Your employees must have a clear direction, mission, and goals based on the brand’s values. They will have a better idea regarding the customer’s needs and perception. They will deliver better with high performance and productivity.
Devising proper branding strategies will help you and your stakeholders align on the brand development process. When your team is sharing the same goals, mission, and vision, there’s better cooperation within them.
4. Saves Money on Future Designing and Advertising
Branding strategy allows your brand to have a consistent look. Reinventing logos and adding new voices to your brand doesn’t maintain your brand recognition. The branding strategy calls for consistency. You set up your proper brand standards and stick to it.
You’ll have a guideline for maintaining consistency whenever you need to run a new campaign or add some changes to your packaging. You save money on designing and the cost of advertising.
5. Strong Brand Creates Preference
One of the ultimate goals of branding strategy is to create preference. When your brand consistently provides the same services, quality, value next to the same visual identifiers, you create preference, and loyal customers.
6. Attracts the Talent
In today’s market place, companies thrive for talented and skilled employees. Companies often struggle to find competitive and highly skilled workers. Companies that have a stronger employer and corporate brands attract the best employees.
7. Branding Strategy Brings More Innovation
When you and your team undergo thought process for developing better brand strategies, you come up with new and innovative ideas for product, services, and branding.
8. Makes It Easy For the Customer to Buy Your Brand
Customers decide over the products they trust and know. The customer is less likely to buy your product if they aren’t familiar with it. Branding helps the customer in buying decision. You would have experienced this yourself. When you go to the supermarket to buy a shampoo and don’t see the brand you use, you’re least likely to try a new brand you haven’t used before.
9. Makes It Easy For the Sales Team to Sell Your Brand
It all comes down to the sale of your product. With a strong brand reputation, your sales team can smoothly sale your brand based on its branding alone. Your sales team will exceptionally keep up with your brand’s service, quality, and solving your customer’s problem.
10. Leads the Foundation of Marketing Effort
Without branding strategy, it’s very hard focusing on the inbound marketing efforts of your company. You may lack customer’s preference, brand-centric visuals, and effective messaging to consumers.
How to Make Branding Strategy Better
With better brand strategies, you strengthen your professional brand services. Every brand has their branding strategies prioritize when they step in the marketing game. Marketing isn’t a smooth process. If your brand doesn’t get quick recognition and better visibility, you’ll think of changing your marketing tactics. Most companies don’t realize that they can improve their branding strategies when their marketing isn’t going well. Following are the ways you can use to upscale your branding strategies.
1. Rethink Your Overall Business Strategy
Your Branding strategy comes down to your business strategy. A strong and well-differentiated brand needs a top business strategy. It lays the foundation of how your branding strategy should be like. Before you begin improving your branding strategies, rethink your business strategy. Does it comply with your brand developing plan or not? If not, then you might want to add some changes for good.
2. Identify and Research the Right Target Audience
We have already talked about how defining your right target audience is necessary for branding strategy. But this step is so crucial that we can’t miss it here. High profit-making businesses focus on a clear and defined group of potential targets.
The group of audience you include as your potential targets must be specific and concise. For instance, your brand can’t target all men or women. You need to work on a specific group of men, women, or children, etc., as your potential buyers.
You need to do keep on researching your target group now and then. You get your customer’s perspective and priorities. You get the opportunity to analyze their buying habits and preference. You get to see how they perceive your brand. Knowing your customer’s perception helps you come up with better marketing strategies.
3. Develop Brand Positioning
You are now ready to determine your brand’s positioning in the market place. Brand positioning or market positioning requires a positioning statement. You must know what a positioning statement does for developing the brand. Positioning statement must be reality-based. Your brand must deliver what it promises in its position statement.
4. Check Your Messaging Strategy
Once you analyze and study your target group, you’ll know whether your messaging strategy is effective or not. How you communicate with your audience is the voice of your brand. Your messaging strategy should attract and engage with potential buyers. It should include the concern and need for different potential buyers.
5. Develop Your Name, Logo and Tagline
For most of the companies changing the name or logo isn’t required. It’s important to keep that consistent. But if your company’s undergoing a merger or it has a name that doesn’t sit well with the brand’s positioning, you need to change it.
You’ve got to be careful in designing your brand’s logo and creating a tagline for your brand. It should be good enough to remain consistent and to reflect your brand. However, you might want to change it if you feel that it doesn’t comply with the demand of customers and marketplace have changed regarding your product.
Keep in mind the name, logo, and tagline aren’t your brands. These are ways of facilitating communication by and recognition of your brand.
6. Content Marketing Strategy
If you haven’t started content marketing for branding your product, you must. Content marketing uses valuable educational content to attract potential buyers and raises your brand visibility as well. It’s well suited to the marketing of professional services firms in the digital age. It increases your visibility and reputation. Content marketing strategies cost you very little and have greater potential to make your brand relevant.
7. Develop the Brand’s Website
We have talked at great length in the previous articles about how your website is the major marketing thorough way of your brand. Keep your website updated. When you update your branding strategies, see whether there are any changes your website needs accordingly.
8. Implement, Track and Adjust
Finally, you have to implement the branding strategies you have devised for your product. Once you implement the strategies for marketing, keep a track. Analyze and keep a check on your branding and marketing strategies. See how well they are engaging with the customers and what’s the response. Based on the analysis you do, you will need to make timely adjustments to engage well with and increase your potential buyers.
Looking for help with your branding strategy?
Here at Bulldog Marketing, we can help you figure out the best branding strategy for your business and brand’s needs! Contact us today for more information!