Brand strategy is not what it used to be. In fact, it has become obsolete because of social media, blogs, viral videos and other forms of brand communication. But a solid strategy still needs to be developed and implemented if you want your brand to stay as powerful as it was when your first brand launched. Just like any business, you need to reach out to consumers through the many outlets available to you: print, radio and television, promotional materials and so on. As part of your brand strategy, your marketing messages should be consistent and clear.
Brand identity defines who you are, a claim you make, and what you stand for. The strength and flexibility of brand identity depend largely on the consistency of your visual language, which is the visual language of your brand messaging. For example, if you are a clothing retailer, your visual language will most likely center on your product and your manufacturer; your unique selling proposition (USP) will be centered on your commitment to fair labor; and your customer service reputation will be centered on your commitment to treating customers well. All of these components will contribute to your visual identity – but they are also consistent with one another.
Brand strategy is about consistency. A successful marketing strategy will include consistent messaging, imagery and call to action. Consistency helps consumers identify with your company and will strengthen your bond with them over time. Without it, your strategy will fail; consumers won’t trust or respect you and your product because they won’t be able to identify with it. The consistency you create in your brand strategy – and the consistency you create in your marketing strategy – will have a far-reaching impact on your business.
Brand marketing plan examples often show a company engaging with both short-term and long-term goals. If you’re going to build a long-term relationship with a significant customer, you need to engage with that customer in a long-term way. Part of doing this is creating an awareness or understanding of your product and service. Part of doing that is addressing their needs in a way that’s consistent with what you’ve done in the past. And part of that is engaging your customer in a way that’s consistent with your brand strategy.
The brand strategy process includes many elements. Your brand strategy is your roadmap for success. Part of the brand strategy process is having a conversation with your customer. You want to be clear and concise with them. You want to be open and honest with them so they know you value their opinion and their feedback.
Brand strategy is all about consistent behavior and consistent language. Consistency provides a foundation for your brand strategies and your brand identity. When your personality is consistent, you set the foundation for trust and credibility. This leads to consistent behavioral patterns, which is the basis for emotional benefits.