Branding is an intrinsic part of any marketing strategy; your brand underpins and informs everything you do as a business. But just what is your brand?
Brand Definition
Defining your brand is an essential first step in starting a business and must come before anything else in terms of marketing.
Who are you?
Who is your customer?
How does your business/brand stand out in a vast ocean of competition?
What are the attributes of your offering?
Your brand is ultimately defined by the general public’s perception of your business, products, and services – and YOU have the unwavering power to influence this via your branding strategy.
From your product offering itself to your logo, website, voice, values, packaging, content offering, and customer service, everything you do must be harmonious, consistent, and delivered with clarity. It need not be static; your brand identity can be dynamic and will ideally evolve to meet the needs and expectations of your target consumers.
Branding Strategy Explained
Every brand is supported by a branding strategy and a professional branding agency has the expertise to help you achieve the very best outcomes for your business.
Branding strategy is a holistic approach your brand takes to build its identity and reputation in the consumer consciousness. It informs the decisions you make as a business. These decisions extend from your choice of color scheme and logo to the appearance of your website, your values and voice, and the tone of your social media posts and client communications.
Think of your brand as the face of your business; branding strategy is its spine.
A strong, well-executed brand strategy delivers numerous benefits for a business:
· Drives brand awareness
· Supports brand consistency
· Improves business scalability
· Attracts target customers
· Aligns partners, contractors, and stakeholders
· Boosts brand loyalty
· Triggers repeat business
· Fosters employee motivation and satisfaction
· Inspires and drives lead generation
A Robust Brand Strategy:
· Defines Your Brand’s Purpose – why it exists, your mission, your values, as well as who your customer is, what their relevant pain point is and how your business solves this for them.
· Analyses Your Target Audience/Market – who does your brand exist to serve? Who are your competitors? What gap in the market will you fill? What is your brand voice – and how is it distinctive? What is your unique selling point, and which channels will serve you (and your targets) best?
· Is Consistent in Messaging and Tone – across all channels, outputs, and touchpoints – from your brick-and-mortar premises (if relevant) to your website, advertising, video marketing, social media marketing, content, blog, email newsletters, and everything else.
· Is Flexible – adapting and evolving to grow and suit changing technology, market influences, and trends.
Conclusion
Failing to have an effective brand strategy can result in a weak, diluted, and forgettable brand that does not resonate with its target audience. Achieve the