In this article, we will analyze the steps you need to take to build a successful brand strategy!
In today’s fast-paced and competitive business landscape, building a successful brand strategy is essential to stand out from the competition, establish brand recognition, and build customer loyalty. However, the first thing to note is that a brand strategy is more than just a catchy logo or a flashy advertising campaign. It is a well-crafted plan that encompasses all aspects of your business, from your brand identity to your marketing initiatives.
Creating a strong brand strategy that resonates with your target audience takes time, effort, and a deep understanding of your business and the market. So in this article, we will analyze the steps you need to take to build a successful brand strategy that resonates with your customers and drives positive business results. Whether you're a startup or a well-established business, this guide is for you.
Let’s dive in.
Defining your brand is one of the most fundamental yet essential elements of building any brand strategy. It sets the foundation for all your branding activities.
A well-defined brand identity encompasses all aspects of your business, including values, personality, and tone of voice, among other critical elements, such as color scheme and messaging.
For businesses embarking on new branding initiatives, defining your brand is the critical first step.
To get started with defining your brand, here are three main steps to follow:
Let’s take a look at each step.
Developing a mission statement for your brand is crucial in establishing your company's goals and purpose. Here are some tips to help you formulate a compelling and impactful mission statement:
An example of a good mission statement is from Nordstrom - “To give customers the most compelling shopping experience possible.”
Identifying your target audience and creating buyer personas ***
Remember to constantly gather feedback and adjust your approach accordingly so you can stay relevant and meet the evolving needs of your customers.
Conducting competitive research and analyzing your unique selling proposition (USP).
After defining your brand, the next step will be to establish your brand voice and identity.
Establishing a brand voice and identity is an essential component of building a successful brand strategy. A clear and consistent brand voice helps to differentiate your brand from competitors, build brand recognition, increase brand awareness, and build trust with customers.
Here are the steps to follow when establishing a brand voice that is effective.
Creating a strong brand identity is crucial in today's highly competitive market. One of the most important elements of a brand identity is its visual identity, which includes the logo, color palette, typography, and visual elements. A strong visual identity is eye-catching, memorable, and reflects the brand's personality and values.
Let’s take a look at how you will go about the process of creating a brand’s visual identity.
First note that before you can create a visual identity, you need to have a solid understanding of your brand. (We’ve seen how to do this above).
Ask yourself this question -
“What makes your brand stand out in the market, and what are the key messages you want to communicate to your audience?”
Your visual identity should reflect these elements of your brand.
Colors play a crucial role in brand identity. Choose a color palette that reflects your brand's personality and resonates with your target audience. For example, blue is often associated with trust, while red is associated with energy and excitement. Your color palette should be consistent across all platforms, including your website, social media accounts, and printed materials.
McDonald made the strategic choice to use red and yellow in their branding.
The color yellow conveys optimism while red is a stimulating color and also a hunger-inducing color. The yellow arches are also the easiest to spot from a far distance at night, making it the perfect color for a restaurant.
Your logo is the centerpiece of your brand identity, and it should be simple, memorable, and reflect your brand's personality. Hire a professional designer to create a logo that is scalable, versatile, and can be used across all platforms. Your logo should be visible and prominent on your website, social media accounts, marketing materials, and product packaging.
Typography is an essential aspect of brand identity, and it can convey the tone and style of your brand. Choose a font or a set of fonts that aligns with your brand's personality and values. Whether you choose a minimalist sans-serif or a bold and expressive serif, make sure to use the same typography across all platforms.
Visual elements, such as illustrations, icons, and patterns, can add depth and dimension to your visual identity. Choose visual elements that reflect your brand's personality and values and are consistent with your color palette and typography.
Tip: Be Consistent! Make sure your visual identity is consistent across all platforms and marketing materials. Consistency helps build a strong and recognizable brand that customers can trust.
Brand messaging is the foundation of any successful brand strategy. It is the messaging that informs your audiences of who you are, what you stand for, and what you offer. Effective messaging can make all the difference in how your target audience perceives your brand.
Good brand messaging differentiates you from your competitors, appeals to emotion, and drives people to become loyal customers.
Here are the best practices when creating your brand messaging:
There are a ton of reasons why brands should get online.
First and foremost, being online can help your brand reach a wider audience. The internet is accessible to billions of people worldwide and having a strong online presence can help you tap into that potential market. It also allows you to connect with your customers in new and more personal ways. Social media, for example, can give your brand a voice and help you engage with your audience on a more casual, conversational level.
Another benefit of being online is that it can help you gather valuable data about your customers. With tools like Google Analytics, you can track user behavior, see which pages are popular, and more. This information can help you make more informed decisions about your branding and marketing strategies.
Lastly, being online can be a great way to build trust with your audience. By maintaining a strong and consistent online presence, you can establish yourself as a reliable and trustworthy brand. So, if you haven't already, it's definitely time to get online and start building your brand's web presence!
Here are the key steps to take when building your brand online.
Maintaining a website and a content strategy is imperative in today's digital age. Infact, 84% of consumers today believe that a website makes a business look more credible.
A website serves as a virtual storefront for businesses. It offers convenience for customers and provides an efficient means of communicating information about the brand.
Along with building a website, a content strategy involving a diverse range of content mediums, such as blog posts, videos, and infographics, will also help businesses capture and retain customers' attention.
Every brand should have a solid social media marketing plan. Social media platforms, such as Facebook, Instagram, Twitter, and LinkedIn, have drastically changed the way businesses connect and interact with their audience.
First, social media platforms provide an easy and affordable way to reach a large audience. With so many people on social media, brands can get their message in front of a diverse range of people through techniques such as organic reach (content that gains shares, views, and follows over time), sponsored posts, or influencer campaigns (paying a social media star to promote your product/service).
Social media also help businesses build relationships with their customers by providing a one-to-one communication channel with them. And by regularly posting valuable content, responding to comments, and engaging with their audience, businesses can foster stronger relationships with their customers.
When it comes to analytics, social media platforms provide valuable insights into a brand's audience. Platforms like Facebook and Instagram offer insights into who is seeing your posts and how they are interacting with them. Understanding how to leverage these insights can help businesses improve the effectiveness of their campaigns and reach a larger audience.
Lastly, having a social media strategy can help businesses reinforce their brand's identity online and increase brand loyalty.
Tip: Consistently posting content that reinforces your brand's values and messaging, interacting with your followers and customers, and running promotions for audience engagement are a few ways you can grow your brand’s presence online.
Email marketing is one of the most cost-effective ways to reach a large number of people. Unlike some other forms of digital marketing, email marketing can be done cheaply, with low costs for sending each email. This makes it an attractive option for businesses looking to reach a broader audience without breaking the bank.
Email also offers brands an opportunity to connect with customers in a more personal and targeted way. Email campaigns can be specifically tailored to individual subscribers on the basis of their interests, past purchasing habits, and more. This makes for a more customized experience for each subscriber.
Email marketing also provides valuable data about the customer's behavior. When using email marketing software, businesses can track how people interact with their emails, including opens, clicks, and conversion rates. This information can be invaluable when optimizing future email campaigns or developing marketing personas.
And by creating a well-crafted email marketing strategy containing personalized content, relevant calls to action, and visually-appealing designs, brands can boost engagement with their subscribers, build brand loyalty, and drive sales.
If you want to get started, read our extensive guide on how to run a successful email marketing campaign.
Understanding key metrics, analyzing performance, and making adjustments are necessary for brands to stay ahead of competitors and maintain relevance with their target audience. Here are some essential metrics to consider when measuring and adjusting your brand strategy to ensure success:
The first metric to consider is brand awareness. Understanding how well your brand is known and recognized by your desired audience is important. It helps you to decipher if your marketing efforts are hitting the desired market. You can track brand awareness using surveys, brand mentions, and social analytics to determine how people perceive your company’s market presence.
The second metric is brand engagement. This metric measures how well your target audience is interacting with your content. Track metrics such as website clicks, page views, and the time spent on each page on your website. Also, monitor the comments, likes, and shares on your social media posts. These metrics will provide valuable data on how your audience engages with your brand.
Net Promoter Score (NPS) is an algorithm that measures the likelihood of customers recommending a particular brand. A simple survey sent to your customers can help you identify your score.
You can simply ask, “On a scale of 0 to 10, how likely are you to recommend our brand to your friends and colleagues”.
You will want most of your customers to fall within the 10 to 7 range. This will mean that your brand strategy is effective and that you are really delivering value to your customers.
Building a successful brand strategy requires careful planning, attention to detail, and a willingness to continually evaluate and adjust the strategies as needed. By using the tips in this article, you will be able to build a successful brand strategy that will help your business grow faster.
Every week, Emily interviews top brands, renowned influencers, and hidden agencies with one goal in mind: to understand what happens backstage of their social media strategies.Listen to esm2