Brand Strategy is key for any products and services being sold in large consumer markets. For this reason it is also very important in B2B as it helps you stand out from the competition. Your brand strategy draws your competitive positioning right out of the sand, and positions you as a unique and special something to your customers and prospects. This unique positioning can either make you a super competitive product or service offering or it can make you an over-perform business.
The first step to building a brand strategy is to decide what aspect of your company or industry you wish to focus on when creating a brand strategy. It could be a core value, or a unique selling point (USP), a marketing position, a culture, or some other aspect of your business that should form the basis of your brand strategy. Once you have determined which aspect of your business you wish to target, then it is time to start thinking about your brand identity. You can either work towards a single brand strategy or a number of strategies that will support each respective aspect.
Some examples of strategies for building a brand strategy would be colors, logos, fonts, positioning, etc. All of these things are directly related to one another and can make or break your branding efforts. For example, if you choose colors that are too strong, your potential prospects may not be impressed. If your colors are too weak, prospects will perceive that your company is not serious about establishing a brand identity. A strong color palette however can help to establish brand identity, and also has the potential to make prospects think that you actually do care about establishing a brand identity.
There are several ways in which your brand strategy can be built and integrated within your overall marketing strategy. As mentioned above, positioning is an important factor in this strategy, and again the strength of this positioning will depend on your target audience. The positioning of your logo can have an impact on how prospects perceive your brand. For example, if you target younger clients, then you need to make your logo very visible to potential customers. If your target market is older people, then you should try and make your marketing messages more palatable to your target audience. Your brand strategy should be able to integrate all aspects of your marketing plan in order to create a unified plan of attack.
A number of branding strategies exist which can help to improve your business. These include marketing tools like brochures and catalogues, as well as promotional products such as pens and t-shirts. While these products may not directly contribute to your brand strategy, they are important for supporting your overall branding efforts. Similarly, promotional events such as trade shows and exhibitions are important venues for distributing your brand strategy information to your target audience.
Your marketing efforts will support your brand strategy by building your image or brand identity. When branding, you need to carefully consider everything from the name of your business to its logo design and colour scheme. All of these things will build up your image and help your brand to stand apart from competitors. You must also consider the message you wish to convey to consumers and ensure that your marketing messages are consistent with this message. Consumers will perceive your brand as being in sync with their own experiences, and this can help to strengthen your brand identity and therefore the profitability of your company