Brand strategy is the foundation for remarkable success.
Brand strategy aims to define how you want people to perceive your company, what words they should use when describing it, and how those perceptions will be reinforced in every aspect of the business.
What is Branding?
Branding is not your logo or colours. It's the gut feeling people have about your product or service.
Branding is not just about the logo or the name — it’s everything that impacts how people see and interact with your company — and their perception of that as a whole. Creating a great brand strategy helps to clarify what value your brand offers and to who that will appeal the most. Aiming to influence your customers’ perception of your business or brand.
Why Brand StrategY?
A strong brand strategy is the foundation of every effective brand. It is a way for companies to differentiate themselves from their competition and create a unique identity. Brand strategy is the process of developing and applying a set of decisions to make an emotional connection between your company and its customers.
A comprehensive brand strategy helps you build recognition for your products or services and your company’s name. It ensures that all aspects – from product design to marketing materials – are aligned with each other. No matter who interacts with any aspect, they feel like it belongs together with everything else.
A well-defined and executed brand strategy affects everyone involved in your company. It works together to create a unified and consistent message that will resonate with your target audience.
What is Brand StrategY?
When it comes to creating a remarkable brand, differentiation is essential. It allows you to set yourself apart from all of the other brands out there vying for attention. It also allows you to position yourself in a way appealing to your target market. Differentiation can be used on various levels, from the packaging that your product comes in, to the price point you decide to sell it.
Through our brand strategy framework, we will define what sets your brand apart from the competition.
A strong brand strategy framework will identify your target audience or what we like to call your tribe through branding strategy. Who are you speaking to? What are their aspirations, needs and wants? Once you know this, it becomes much easier to position your brand in a way that resonates with them.
Your tribe is not just a single target market but rather a group of people that share common characteristics, including age, gender, occupation, income level, and lifestyle. The most successful brand strategies focus on a single tribe; that is, they target one group while excluding others. Sometimes, however, it’s better to target multiple tribes with different brand messages and brand voices.
When your tribe is identified, developing specific brand messaging and brand voice and developing marketing and advertising strategies becomes a piece of cake.
Your vision for your brand should be clear, realistic, and inspire you to take risks. Your vision should also motivate your employees to believe in the company’s future. If people believe in your company’s vision, they will buy into it. Your customer’s need to see where their money is going when they’re making a purchase. If you have a vision that connects with them, they are more likely to invest in your project or product.
Having a clear vision allows you to make meaningful business decisions that stay true to your brand values. This is important because it can be easy to stray from what you originally stood for as your company grows. A clear brand purpose and vision will help keep you on track and “on brand.”
Brand Attributes are the personality traits that brands have. It’s how consumers identify your brand through its intrinsic and extrinsic qualities.
Brand attributes should be considered to build a brand because they can help with branding decisions and give customers an understanding of what you do. Successful brands know their strengths, weaknesses, and how they relate to other companies within their industry or field so that they can stand out from the crowd.
Once you know what you want your brand to be, it’s time to start thinking about the qualities associated with it. What words come to mind? What tone of voice? What feelings do you want customers to associate with your brand? These attributes should be communicated in all aspects of your marketing strategy and branding efforts.
A brand’s values express a company’s core beliefs and guide its decisions and behaviours. They shape the brand’s personality and help create a connection with customers.
You can communicate values through customer experiences, community engagement, and visual representation. It is crucial to determine what your customers perceive as valuable, so they keep coming back.
Some companies keep their values private, while others prominently display them. Apple’s core values are creativity, simplicity, and progress. They are communicated through sleek, minimalist designs and commercials that emphasize the benefits of their products. Nike’s values of greatness, authenticity, and innovation are portrayed through their slogan “Just do it” and their use of celebrity ambassadors.
A name becomes the face of the company. It must evoke feelings and emotions that resonate with customers while simultaneously conveying what the company stands for, who they are, how they operate, etc. An effective brand name can become synonymous with excellence. It’s essential for companies and individuals who want their personality or personal brands associated with quality products or services.
Brand positioning is how you position your brand in relation to other brands. It’s what you communicate about your company and product or service, which makes it stand apart from others.
Brand positioning can be communicated through a logo, tagline, or slogan. It also determines how your pricing will be set for products and services; where you advertise; who works with your business, and what media channels are used to promote it.
There are three types of brand positioning: competitive, customer-driven, or market-driven.
- Competitive branding involves being better than the competition by creating something unique that they do not have while ensuring quality.
- Customer-driven branding requires understanding precisely what customers want so that they buy from YOU instead of someone else.
- Market-driven branding is when you position your product or service in a particular industry.
Develop Your Brand Identity based on informed brand strategy
What will your brand look like? How will it be expressed in design elements like colours, fonts, and logo?
Keep in mind that brand identity can take many forms—it might include not only the logo itself but also other brand elements like stationery, business cards, phone greetings, vehicle wraps, signage, product packaging, and more.
Once you develop a comprehensive brand strategy, it’s time to start thinking about all brand creative elements or touchpoints that will communicate your brand message to customers.
Brands are more than just logos — they’re entire identities. Designing brand identity includes everything from the logo itself and other brand elements like stationery, business cards, vehicle wraps, signage, product packaging, and verbal identity like phone greetings and brand messaging.
The foundation for success.
Building a remarkable brand takes time. The brand development strategy can be difficult to measure but should be part of every business strategy. A well-defined and executed brand strategy affects all aspects of a business. You need to consistently work towards your vision, be patient, and never give up. Even if you don’t see the results of your branding efforts right away, remember that building a brand takes time.
Brands are not built overnight; they take time. Great brand strategy should grow with the company over time.