Bad design and weak branding can ruin a company. Before you spend hours worrying about the background colour of your logo or what font to use on your website’s header, you need to create a plan that will guide you towards creating a successful brand.
Brand strategy can help you think about how to shape people’s perceptions of your brand so that they think of your company as the first choice when they’re looking for something. Brand strategy is the plan for how you plan to form consumer perceptions about your brand.
Without a clear long-term brand strategy, your company will lack direction and fail. In this article, we’ll go over how to have a smart branding strategy.
6 Smart Tips for Creating an Effective Brand Strategy
1. Identify your customers
The most important part of your branding strategy is defining your target market, so you can directly speak to them. Investigate your customers’ needs and wants and then design your brand to solve those problems. What do they want? What are their challenges? After you’ve identified your target market and the challenges they face, you can create an appealing message that solves those challenges.
2. Establish your brand message
Once you know who you’re talking to and what challenges you are trying to solve, it’s easier to develop an effective brand message. What do you stand for? What are you about? What values do you promote? How do you want to be perceived? What is your mission? Your brand message should be clear, simple, and consistent. It should clearly convey your mission and values. Make it easy for your customers to hear your message and easy for you to deliver it. If you’re selling consulting, for example, you might choose a message like “We help companies grow.” A successful company, like Apple, will be able to clearly define their core values and build a brand around it, so that their message is heard loud and clear in a noisy world.
3. Evaluate your market and competition
Take a clear-eyed look at your customers’ needs, your competitors, and the market trends, to ensure you’re creating a brand that solves a real problem. Consider your customers’ buying habits, their media preferences, and their communication habits. Research is key to developing a successful brand.
4. Define your marketing goals
Successful companies will define their marketing goals in advance and work toward them. Are you trying to increase sales by 10-15%? Are you focusing on brand awareness or trying to attract a new customer segment? Do you want to launch a new product? A successful company will clearly define their goals and develop a marketing strategy to achieve them.
5. Make a plan
Creating a plan is crucial. A well-planned marketing campaign will help you fine-tune your message and make sure you’re delivering it correctly. Consider your direct and indirect marketing channels, your budget, your sales goals, and your timeline. Make sure you have the skills and resources available to achieve your goals.
6. Stay in alignment
A successful brand strategy has long-term goals and short-term goals. Your day-to-day activities should be aligned with your long-term strategy. If you have defined goals or know what you want to achieve, don’t give up. Stay determined and push forward. A successful brand strategy helps your company maintain focus on the end result and can help you reach your goals.
For more information about brand strategy, get in touch to see how we can help! We’re a branding agency based in Dublin, with years of experience in developing brands into respected, sustainable winners.