No matter what size your business is, you need a brand strategy to compete in today’s competitive marketplace. Putting a solid plan in place helps your company encourage loyalty from your customers, builds a positive impression of your business, and increases the public’s awareness of your company.
What is a Brand Strategy?
A brand strategy is a well-thought-out plan that defines how your company is different from your competitors. It ensures all your messages to the public are consistent and support your company’s mission statement and purpose to generate the right perception to consumers.
How Do I Create a Brand Strategy?
There are several steps to follow when planning how to brand your business.
1. Define Your Purpose
Here you tell your customers what your products and services do and why you started the business in the first place. Include your vision for the company, the mission statement, and the values your business follows. Then, do your best to write a clever tagline that summarizes your purpose in one well-written sentence.
2. Determine Your Target Audience
Try as you might, your company can not reach all consumers, but it can capture the market of your target audience. Analyze what demographic your products and services appeal to, and then research their lifestyle, needs, and buying habits. Then, tailor your brand message to your customers and advertise through the media your target audience frequents.
3. Decide on a Brand Voice
All of your brand messages must use the same voice. Decide in advance if you want to communicate with your customers in a fun and conversational way or want a more formal business-type approach. Then, make sure everyone in the company uses that brand voice in all external communications.
4. Analyze Your Competitors
Research your competitors and how they brand themselves. Study what they offer consumers and what your company does differently that sets you apart. Use this knowledge to include your company’s distinctive qualities in your branding. For example, point out how your team members have a different skill set than most or how your processes make your product or services better than the rest.
5. Create Memorable Campaigns
Once your brand is in place, create memorable advertising and social media marketing campaigns to share it with consumers. These meaningful messages help current and potential customers recognize your brand and encourage them to check out what your company offers.
Follow these steps to create a brand strategy for your company.
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