Contrary to popular belief, a brand is not just a logo, name, color palette or slogan. It’s a feeling, a personality, a story; it’s how people experience your business.
For every business no matter how big or small, it is vital to have a clear branding strategy. This improves visibility, motivates employees, adds value and has many more benefits. Here are some of the tips on creating an effective branding strategy.
Whether you are creating a strategy for a new brand or updating the strategy for an existing one, it is essential to start by asking a ton of questions:
What pain point does my brand tackle? What’s my USP (Unique Selling Point)? Who’s interested in my products or services? How do people feel about my brand?
Now let’s go a bit more in depth into how to convert the answers to these questions into your strategy.
Define Your Brand
Firstly, you have to be clear about the brand. Otherwise how can you present it to customers?
“If you can’t explain it simply, you don’t understand it well enough.” -- Albert Einstein
Do a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and find what you should emphasize on to stand out in the current market. Align your long-term objectives with this and you will already have a clearer view of your branding strategy.
Find Your Market
When it comes to defining your target audience, it’s better to be more precise as this will make reaching out to them more effective. Be aware that there will be several target groups, as for instance potential customers will likely have a different profile than potential employees and partners.
It’s better to have a couple more divisions rather than one big target audience where every attempt to reach them has the same effect as looking for the right Gede in Bali. Do extensive research on each group individually as they have their unique needs and desires.
You still have to target each group with a consistent brand message, just emphasize on different aspects of it for each audience as they require different evidence to support your claims.
Tell Your Story
Now that you have defined who you are and know who will be interested in your brand, it’s time to reach out to your market and get them hooked. Put together a brand identity to give your brand’s experience a visual.
It is critical for a brand to embody the right message, more so than being at the right time in the right place.
For all brands, with only a few exceptions, an outstanding website and strong social media presence are keys to raise awareness, gain reputation and stay engaged with customers. Try to keep a good balance between reputation and visibility as focusing on one aspect likely won’t provide the desired outcome.
Now remember to keep your strategy consistent with your brand at all times. It might look very tempting to do something viral because it raises a lot of awareness, even if that doesn’t fit with your brand. The awareness gained will quickly vanish as people realize that you’re just seeking attention, and not providing valuable promotion.
Beware that you have to be honest in everything you promise to your customers. People will always find out when you are not being truthful, which will greatly reduce your level of trust and overall reputation.
Optimize Your Strategy
Review your branding strategy regularly to see if it’s generating the expected results, and re-allocate your efforts to channels with better performance. Otherwise, you might be headed for a standstill or even a decline. Keep refining your strategy in order to keep it as effective as possible, and to continue generating new leads.
Creating an effective branding strategy is a time-intensive and delicate process. If you feel that you need professional help with this, Island Media Management is happy to improve your brand. With our unique “3D Approach”, we have proven to be effective for many new and existing brands. Contact us and reap the benefits.