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Brand Strategy: The Secret to Success

Date Created: 9/04/2021

Anyone can create a business, but building a brand is what goes far. A brand is quite just a company logo or slogan. It’s how people feel once they see your logo or hear your name. Branding is the most powerful marketing tool in the world. Brand identity is your company’s reputation. It’s not what you tell to people about yourself; it’s what people tell to another man about you. A brand isn’t something that happens overnight. Building a brand takes work, but it has a tremendous payoff, now and later.

This complex idea is simplified into a simple ten-step process:

  • Establish the purpose of Your Brand

Your purpose can be as simple, or complicated as you like. It needs to be something that can inspire, and drive your company forward. Purpose driven brands outperform their competitors on multiple levels, achieving greater customer loyalty, stronger brand affinity, and infinitely more powerful marketing campaigns.

  • Identify Your Brand’s audience

One of the basics of marketing is identifying your target audience. By clearly defining your target customer or niche, you can then move to figure out how to market to them, and what they will love or hate about your product or service. A brand can’t be everything to everyone, so clearly defining your target audience or niche is key.

  

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  • Create a Unique Voice for Your Brand

If your logo didn’t appear with your content, could your audience identify the content as coming from your brand? Would someone view your content on different channels know it all came from the same brand? If you’re not careful, you can end up with a random assortment of voices and tones in the content produced across your marketing ecosystem that doesn’t provide a consistent picture of your brand or even use the same language consistently.

   

  • Tell Your Brand’s Story

In an era when people are tired of being talked at and sold to, people crave genuine connections with brands. But how do you cultivate that connection? By telling your brand story. Through story, you can effectively humanize your brand and communicate who you are, what you do, and how you can help people. The better you do this, the better you can stand out and stake your place in the marketplace.

  

  • Design Your Brand’s Visual Elements

Visual identity is what makes a company’s products or services unique and recognizable among the competitors. Through a carefully developed and coherent design, the audience comes to associate the brand with its offering and its values. It is the business’s first interaction with the consumer and it is, therefore, important that it creates a positive and lasting first impression.

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  • Establish Your Brand Differentiation

Building a strong brand is the undisputed key to success in today’s business world, and robust differentiation is an absolute must to build a powerful and compelling brand. Brand differentiation is how your brand is set apart from the competition, by associating a superior performing aspect of your brand with multiple customer benefits.

  

  • Build Out Your Brand

Even though you're not necessarily branding an individual, that doesn't mean that you can't be personable when developing a brand image. Use your type, colors, and imagery to represent who the brand is. Then enhance that visual representation with your tone of voice: Are you a confident business with a lot of sass, like Nike? Or are you ritzy and professional, like Givenchy? Either way, be sure to develop your brand as a way to represent your business. Research may be boring, but the more you know about your business, the stronger your brand identity will be.

     

  • Promote Your Brand

You must promote your brand, if you want your enterprise to stand out in the business world, distinguishing itself from its competitors and carving out a niche in the industry, you need to have a cohesive plan for branding your business. Branding is a difficult, multi-faceted endeavor – it requires careful planning and a lot of introspective thought about what makes your business special and what separates it from its rivals. Branding is all about fostering an identity for your company. That won’t happen overnight, but you can take careful steps to devise a strategy that will help you create an image for your enterprise in the long run.

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  • Get Others to Advocate for Your Brand

As a business organization, it is your job to promote and advertise your service and product to the moon and back. Similarly, the responsibility is also on you to make sure that the buyers, (the people who use your products and services regularly), put in a good word for you at all times. These cheerleaders are termed as “Brand Advocates” and they play a very vital role in company growth. When you focus your efforts on developing brand advocates, you will see an increase in your company reach because people love to be a part of the brands they love and want to share their experiences with those around them. Brand advocacy is truly one of those growth hacks that will always work.

   

  • Evolve as Your Brand Grows

As a business owner, you know your company better than anyone else. You’ve defined your brand, but what about evolving it? Our ever-changing world leaves little room for staying stagnant. Evolution can make or break the success of a business. Without branding, your business will just be another nameless and faceless organization. People won’t be ready to pick you out of the crowd, and survival will be a struggle. Branding can allow you to increase your prices, establish trust with your customers, and keep people returning for more. Your brand is your reputation; that’s why you would like to take the proper steps to create a brand from scratch.

   

Your branding must be consistent to be successful, i.e. grow from the same core brand philosophy, values, mission, promise and focus on a consistent brand voice and messaging, together with consistent quality brand collateral design across all your touchpoints, both on and offline. For more information on effective and functional actions around Branding, feel free to contact OneTeam.

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