Branding strategyYour brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.
Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market:
The images you convey
The messages you deliver on your website, proposals and campaigns
The way your employees interact with customers
A customer’s opinion of you versus your competition
Brand Strategy Key Concepts & Steps
Before you begin
Before working on your brand strategy, make sure you’ve identified your competitive positioning strategy – your brand strategy will bring it to life.
If you have a brand strategy, make sure it’s as effective as possible
Poll your customers, employees and vendors. Are their impressions consistent with your strategy? If not, work on the elements you can improve.
Develop your brand around emotional benefits
List the features and benefits of your product / service. A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer.
Determine which benefits are most important to each of your customer segments.
Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers.
Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. That’s what your brand should represent.
Define your brand personality, story and positioning statements
Think of your brand as a person with a distinct personality. Describe him or her, then convey these traits in everything you do and create.
Write positioning statements and a story about your brand; use them throughout your company materials.
Choose colors, fonts and other visual elements that match your personality.
Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company.
After Brand Strategy
Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers.
Check out our comprehensive marketing planning tools if you’d like guidance.
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