What is brand strategy?
Building a brand requires the understanding of the preferences of your target market as well as their expectactions from your brand. Brand strategy entails building as well as long term marketing support for your product/service/organisation. Your brand strategy is what, where, how and to whom you plan on communicating and delivering brand messages.
Where would I use brand strategy in my business?
Branding is a very important aspect of your business, large or small. Your brand is your identity, it is derived from your personality. It is a statement to your customer. You need to define what that statement is; are you the high-cost, high-quality option or the low-cost, high value option?
Defining your brand
This process can be time consuming and difficult, but you must ask yourself the following questions:
- What is your company's goal?
- What are the unique features and benefits of your products or services?
- What do your existing customers think of your company?
- What do potential customers think of your company?
- What would you like them to think of your comany?
How do I get the word out?
Get a Professionally designed logo
Many people do not see the benefit to this and insist on using a logo they created themselves in word or paint. This usually doesn't convey your brand correctly and is quickly "thrown together". A professionaly designed logo is relatively inexpensive to get done and will speak worlds about your brand.
Integrate your brand
Once you have your logo, put it everywhere! Make sure that your entire corporate identity flows. Your branding extends to every aspect of your business, how you answer calls, what your salespeople wear, your stationary i.e business cards, letterheads, e-mail signatures, portfolios, catalogues, etc. As soon as a client sees any of your materials they should instantly associate this with your brand.
write your brand message down and create a voice for your brand
Write down the key messages you want to get accross about your brand. Every employee should be aware of these attributes and convey them over the phone, in person and in writing. Is your brand funky? Is it formal? Make sure that this message is communicated in every possible way.
Develop your tagline
Write a meangful, brief statement that encapsulates the essence of your brand. Use it on all your stationary and in all your communications with clients.
Be consistent and be true to your brand
You need to deliver on your promise and your message. If you don't customers will not return to you and they will not reffer someone else to you.