Guide: How to Build a Strong Brand Strategy
Branding is critical to the success and growth of any business, no matter how small or large. However, it isn’t just about your business’s name, logo, colors, and fonts. Branding is also about how customers perceive your company’s personality and values.
Creating a brand strategy ensures consistency in your assets, imagery, and marketing campaigns. The brand creation process guides your efforts and measures your progress.
Explore steps you can take to create a brand strategy to help you tell your story from every angle and see increased customer engagement and loyalty.
Table of Contents
Research Your Audience’s Needs
To build a strong branding strategy, you must consider your customers’ wants and pain points. Knowing this data helps you understand your audience’s needs and tailor your branding and marketing more effectively.
You can discover your audience’s needs with the following methods:
- Use customer surveys to analyze for constructive feedback and positive reviews.
- Conduct interviews with customers to learn more about their issues and how your products can meet them.
- Monitor your social media to look for specific mentions of your company and find out what customers are saying about you.
You may find different sub-groups among your customers with unique needs, ranging from young working employees to stay-at-home moms. Segmenting your audience allows you to tailor your brand strategy and integrated media solutions to appeal to each group’s needs.
Establish Your Brand
Developing your brand’s personality, voice, identity, and values will help you connect with your audience and build your brand. These core characteristics will inspire your customers’ loyalty and emotional connection.
A consistent brand personality enhances your brand equity, the value consumers perceive as a result of your brand name. Consumers can more easily identify with a brand when it has a human-like personality or characteristics, but it needs to align with your products and services. For example, your brand personality could embody human traits such as sophistication, competency, and excitement if you’re an online bank.
Brand Voice uses grammar and word choice consistency to ensure your content and communications reflect your brand. Your brand voice can be informal, authoritative, persuasive, or empathetic to engage with your audience, depending on your brand personality.
The visual elements of your brand identity include your color palette, logo, slogans, and other features that make it easy for your customers to recognize your brand. Keeping these factors consistent across all marketing channels helps unify your brand messaging and makes it easier for customers to remember your company.
A brand’s values reflect both its ethics and conduct with the world. Your values pertain to how and why you develop your products. Customers are more likely to trust your brand and stay loyal to your company if they understand its values. According to a Harvard Business Review Study, customers who trust a brand are three times more likely to remain with it even when things go wrong.
Create Your Visual Identity
The visual elements of your brand should align with your overall brand strategy. You want your brand’s visual elements to create a strong identity in the minds of your customers. These elements include:
- Memorable logos for your website, packaging, and other creative assets
- Distinctive color palette that reflects the tone and values of your brand
- Slogans and taglines to communicate your brand’s message
- Original, functional, and brand-specific tone
- Font and typography to convey your brand personality traits to your brand
Keep Your Brand Strategy Up-to-Date
You can use your brand strategy to set goals for your business and create a set of metrics to measure your efforts. Metrics include brand awareness, loyalty, customer retention, and conversion rates.
In performance branding, you regularly evaluate your brand process by tracking its growth on social media and your target audience’s use of your brand’s products. These data-driven methods help you measure how customers respond to your brand and define what is performance branding for your company.
Solid Branding Strengthens Audience Connections
Creating a strong reputation and a loyal customer base should be the primary goal of your brand strategy. The success of your business depends on how consumers see your brand and whether they choose it from among the competition. Seek the help of a performance branding company to plan your strategy and deliver a positive experience for your customers.