While some go mindlessly over budget, scatter attention, and don’t see clear objectives, others form a plan, think through every step, and act effectively. To be among Amo casino Canada, Netflix or other brands who act according to plan, it’s important to be able to write a brand strategy.
What Is a “Brand Strategy” and Why It Isn’t a Magic Pill
A brand strategy is a plan of action to develop a company’s image that needs to be shaped. It includes everything about the company and its image, from ideology to numbers.
If you get the strategy right, you won’t have such questions as:
- Who does the brand exist for?
- How do you engage your target audience?
- What is important to the audience?
- How do you fend off the competition?
- What, where, and how do we tell the audience to make them choose you?
- What key message and image are we communicating to the audience?
Brand strategy helps create an image in the mind of the customer that resonates with their values, motivating them to choose your product to solve their problem.
A good architectural plan for a store doesn’t guarantee high footfall and steady sales. So, too, having a brand strategy in and of itself is no guarantee of success. It would be a deep misconception to think that it’s a magic pill and a quick way to reach a new level of business development.
It’s necessary not only to create a strategy, but also to implement it systematically, to control the results at each stage of implementation, to compare them with the planned indicators and, if necessary, to promptly correct them. If this isn’t done, the brand strategy will be just another document on a dusty shelf in the back corner of your office.
What’s the Benefit of a Sound Brand Strategy?
We’ve said it a million times, and we’ll say it a million times more if we have to, so everyone remembers: a brand is not only and not so much a name + logo + corporate identity. A brand is the entire set of associations, perceptions and experiences associated with a company. This can be the style of service at the cash register, advertising slogans, a handy website, unique smells in a restaurant.
Build up Against the Competition
No matter what your company does, even if it’s making air tubes, there are other businesses in the market offering exactly the same product. In such an environment, it’s important to be noticed. Stand out or die, as they say.
Forming a brand strategy gives you the opportunity to analyze the current market situation and find a way to stand out from your competitors.
Build an Emotional Connection With Your Audience
You’ve probably noticed yourself wanting to recommend a product that you like a lot. This consumer-brand relationship is a brand strategist’s dream. For a person to have a desire to share his impressions about the company, the experience of using its product, it’s important not only the quality of the product itself but also regular communication with the brand. The brand strategy takes care of this as well.
Make the Company Meaningful for the Final Consumer
Once you know your target audience and their values, build them into your strategy. The resonance of those values directly affects consumer choice. If a person wants to be involved in what you broadcast – he will buy your product. Values are revealed through various verbal and visual brand attributes – name, slogan, packaging, communications, etc.
Extra Hacks for Every Brand
Remember That the Customer Is the Center of Everything
Focus on the wants and needs of your target audience and you’ll be happy. Whether you’re directly catering to people in the store or adapting your blog text for SEO purposes, remember that it’s all about the end consumer.
Don’t Think You’re Better Than Anyone Else With no Competition
You’re not. Although often business owners do think so. Take a close look at your competitors. Look at what they say about themselves, what they emphasize, how they attract an audience. Examine them from all sides: in terms of product, communication, business. Find your strengths, your tipping points that you need to push and amplify.
Test Your Hypotheses
Don’t be afraid to do hypothesis testing for positioning or brand essence. In the digital age, this is easy to do. Just run campaigns with different messaging for the essence or position and see what resonates more with the audience. Or conduct quantitative research, a survey on the topic.
Remember the Brand Platform
A brand isn’t just about brand identity. It’s not about words or pictures. It’s about communicating an image through different channels and attributes. So when developing a name or corporate identity, keep in mind your platform, values, and brand character. They need to align with them, reveal them, and reinforce them.