Everyone involved in running a business knows how important it is to market the business to reach customers and promote products and services. This can be done traditionally through advertisements and such, or digitally by email and social media to drive traffic to websites. And those who do online marketing know the importance of SEO when it comes to marketing. Because they know how important it is, a lot of effort is spent in creating marketing strategies. But who has also considered a branding strategy? If they haven’t, the should probably go ahead and give up already.
A brand or branding strategy is a long-term plan created to develop a successful brand in order to achieve specific goals. A brand is not your product. It is not your logo. It is not your name. It is not your website. Your brand – your identity – is more that those. It is the intangible things that separate strong and mediocre brands from each other. Your branding strategy is what will help you establish a product within the market and to build a brand that will grow in the marketplace. So you will want to make sure you make it a good one that will make your brand – your identity- appeal to consumers for a long time.
1. Purpose
The first step of your strategy is to have a defining purpose. This is more than just a promise to consumers. It is more specific. It’s what sets you apart from your competitors. Your purpose can be functional (focus on immediate and commercial success: making money) or intentional (focus on success in terms of making money and doing good in the world). Keep in mind that more people tend to like brands that want to do more than just make money.
2. Consistency
Having a consistent message helps with brand recognition. Try to avoid talking about things that don’t relate to or enhance your brand. A funny image shared on Facebook or Twitter may confuse your followers if it doesn’t seem in line with your brand’s message. Consider creating a style guide to help you maintain consistency with your brand and message.
3. Emotion
Emotions play a big part in connecting with people since the are often not rational. Playing to their emotions reaches them on a deeper level than just their mind. Find a way to connect with them emotionally. Can you offer them peace of mind? Make them feel like part of a family? Offer a way to make their life easier? If you can reach them emotionally, you have a better chance of gaining their loyalty.
4. Flexibility
While consistency is important for your brand’s appearance, you also need to be flexible enough to change as the need arises to appear fresh so as to garner interest and distinguish yourself from your competitors. Don’t be afraid to change if old tactics aren’t working. Take the opportunity to engage with your audience in new ways. Maybe try an out-of-box partnership, or highlight an attribute of your product you hadn’t before.
5. Loyalty
If you already have loyal customers who love you and your products, reward them for it. They have gone out of their way to tell their family and friends about you, acting as a brand ambassador for you, so reward them for it. This will help keep them as returning customers. For example, you can give them a simple thank you. Or you can write a personalised letter. Or you can give them some sort of special gift as a thank you. Or you can ask them to write a review and feature them prominently on your website. Or you can do all of these.
6. Competition
Watch what your competitors do and use that knowledge to improve your own strategy and create better value in your brand. What tactics seem to work for them and what doesn’t? Use that to your advantage to better your company.
Use these tips to help create a branding strategy that will help you stand out in the marketplace and appeal to your audience.
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