Brand strategy is all about defining your business goals and how you intend to get to those goals. Your brand isn’t just your logo, tag or slogan. Your brand strategy represents who you are, a promise you make and a persona you portray. The brand you create will not only represent your business but will define it and determine the direction it takes.
What is a brand strategy and why does it matter? Without a plan of action, no one has a clear roadmap to follow. Without clarity, you risk creating chaos instead of order. It doesn’t matter whether you are operating retail, providing services on the Internet or offering new products and services; if you lack a plan, you run the risk of operating in the dark with no roadmap to guide you. Without a comprehensive strategy in place, there is no clarity in your customer’s experience and every touchpoint of your business becomes a potential source of confusion and doubt.
How does your brand strategy impact your customer’s experience every single touchpoint? Your strategy should include your marketing plan, your sales strategy, your corporate communications plan and your customer service strategy. All these elements need to reinforce each other to ensure the continued growth and success of your business. Your strategy should encompass everything from your website to your printed communications to your marketing and promotional campaigns. A key part of the strategy is defining your personality. Without having a sense of who you are, no one will have a clear idea of your business or your personality.
For example, some brands to build their brand strategies around a theme or a visual image that is representative of their overall values. An eyewear manufacturer might build their brand image around an iconic logo or lettering. A water purification company might build their brand image around a symbol such as a filtered bottle or tap handle. Multi-product branding is a great way to build a consistent visual identity that customers can relate to and identify with. It also creates a more powerful psychological association which can be the key to creating a solid and lasting impression.
Your brand strategy should be built on a foundation of strong fundamentals and ongoing development. You will find that the best strategies are built on the basis of sound principles and continuous evaluation over time. Ultimately, the right marketing plan should always be built on solid fundamentals, which include both a short-term and long-term plan. A good marketing plan will not only provide a short-term solution, it will also help to create a stronger and more stable foundation that will last for the long-term.
In order to build your brand strategy, you must start with an understanding of your own personality and what values and personality traits set you apart from your competitors. Your short-term goal should be to set yourself apart in a specific way. For example, if you sell yoplait, your goal may be to become the number one broker in your area by becoming highly visible online and offline. Building visibility online and offline could involve anything from creating content to investing in SEO (search engine optimization) strategies and employee activism. The long-term goal could be to become the most respected and trusted broker in your area, which could drive massive savings for your business and allow for significant investment in your operation. Regardless of which strategy you choose, having clear focus and a clearly defined personality is critical to success.