Brand Strategy is essential to the health of your business. In fact, it is what separates those businesses that succeed from those that fail. A brand strategy is actually the blueprint that guides how your brand messages are conveyed to the marketplace. It draws out how every single attribute is depicted in the brand logo, text, and images so that competitors, consumers, and even the general public understand who you are. If done right, your brand strategy can build something more than just a label which sells goods, but you’ll have created a multifaceted personality which has… well… everything you want it to!
This article is going to explore some of the different aspects of having a strong and winning brand strategy. One of the first things you need to consider is your personality. Do you want to create a personality or do you want to sell a product? When I talk about your personality, I’m not talking about your outward appearance. This article isn’t about how your clothes should look, how you should speak, or even how you should be feeling at all times.
You must think about your personality traits and how they relate to your business, product, and marketing strategy. Once you’ve determined what kind of person you are, you can then take your personality into account when crafting a brand identity. What do you like? What do you dislike? What kind of things do you tend to say in your typical style?
Brand Identity – Once you have a strong brand strategy, it’s time to address your personal and core values. Take note of your attitudes, beliefs, personal hygiene, habits, and preferences. Research them thoroughly so you know exactly what kind of person you are. These things will be a major part of your branding strategy. Don’t leave anything out.
Brand Identity – Now that you’ve identified your personality and brand identity, it’s time to start mapping out your brand strategy. Your brand strategy should include everything from the name of your business, color scheme, typeface, logo, and even your packaging materials. Your brand strategy should be consistent with everything you’ve done so far and it should reflect your personal branding. It also needs to be reflective of your long-term business goals and aspirations.
Employee Activism – Branding involves more than just promoting your brand online and off. It also includes supporting your employees, letting them know your brand values, and showing them examples of your work. Even if your company doesn’t do much support for its employees, organizing employee involvement in events, charity work, and customer service activities is a good way to build employee loyalty and encourage high quality customer service. When it comes to customer service, you’ve got to give the customers what they want. If you don’t, your reputation will suffer, your sales will suffer, and ultimately, your brand strategy may not work.