Your brand is not determined by a logo. Your brand is what
people perceive or feel when they consume your content or buy your products. Your
brand strategy is created by your core products, your mission, and
the target audience you are trying to reach.
people perceive or feel when they consume your content or buy your products. Your
brand strategy is created by your core products, your mission, and
the target audience you are trying to reach.
According to Business2Community, here are six steps to
creating a comprehensive brand
strategy:
creating a comprehensive brand
strategy:
Strive for Emotional
Connections
Connections
You have to connect emotionally with your audience beyond
the sale. Business owners should have
the goal of inspiring an emotional connection in their audience and really try
to understand your customers and what they want from your company. Once you
understand their needs, you'll be able to identify how to strike an emotional
connection with your target market.
the sale. Business owners should have
the goal of inspiring an emotional connection in their audience and really try
to understand your customers and what they want from your company. Once you
understand their needs, you'll be able to identify how to strike an emotional
connection with your target market.
Nurture Connections
Think about the companies that treat both their customers
and their employees well. Companies like Costco thrived even during
the recession, because not only does the company appeal to both lower and
higher income consumers, but it's earned a great reputation for how well they
treat their employees.
and their employees well. Companies like Costco thrived even during
the recession, because not only does the company appeal to both lower and
higher income consumers, but it's earned a great reputation for how well they
treat their employees.
It Must Reinforce
Your Brand's Message
Your Brand's Message
Specifically, on social media it is easy to assume that
posting a humorous photo or video will engage your audience. However, instead
of being engaged, your audience might just end up confused if it doesn't fit
your brand's message.
posting a humorous photo or video will engage your audience. However, instead
of being engaged, your audience might just end up confused if it doesn't fit
your brand's message.
Measure Your Efforts
You have to measure results, monitor your campaign's effect,
and determine whether or not your strategy was successful. If people aren't
responding like you'd planned, then your campaign needs a makeover. The ability
to be flexible and evolve with new strategies is the key to long-term branding
success.
and determine whether or not your strategy was successful. If people aren't
responding like you'd planned, then your campaign needs a makeover. The ability
to be flexible and evolve with new strategies is the key to long-term branding
success.
Solve Specific
Problems
Problems
If you own a restaurant that specializes in artisan-style
pizza, you must go beyond just selling good pizza. Maybe you pair pizza with
specialty craft beer? Maybe the pizza ingredients are organic and your pizza
boxes can be recycled as lunch boxes? Whatever your company chooses to highlight,
it has to be unique enough to make you stand out from the millions of other
pizza sellers.
pizza, you must go beyond just selling good pizza. Maybe you pair pizza with
specialty craft beer? Maybe the pizza ingredients are organic and your pizza
boxes can be recycled as lunch boxes? Whatever your company chooses to highlight,
it has to be unique enough to make you stand out from the millions of other
pizza sellers.
Don't Be Afraid to
Spy
Spy
You should be aware of what strengths your competitor has,
especially if they happen to be your weaknesses. Be aware of their successes
and failures, how they compare to your own, and what you can learn from them.
especially if they happen to be your weaknesses. Be aware of their successes
and failures, how they compare to your own, and what you can learn from them.