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The Key Ingredients of a Comprehensive Brand Strategy

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Did you know your business won't succeed without an
effective brand strategy? Brand strategy is the how, what, when, and to whom you communicate
your product to the world. Having a clear brand strategy leads to stronger
brand equity, or how people perceive your product, and how much they are
willing to pay for it.
According to HubSpot,
here are six components of a comprehensive brand strategy to help keep your
company around for a while.
Business Model Alignment.
Your brand is not your product, your logo, or your website. It's actually what
your customers perceive about you and how you make them feel. Figure out what
your company does best beyond what you sell, and make it a part of
your brand strategy. This goes beyond your product itself -- it's about selling
the problem you are solving. 
Consistency. Make
sure your key brand attributes are clear throughout all of your communications.
If you add a new photo to Facebook what does it mean for your company? If
it doesn't tie back to your brand's message, you will have trouble
differentiating yourself from competitors. To reinforce the message, in your
company meetings, encourage the feelings you want your brand to evoke in
customers as well as your employees.
Emotional Connection.
Customers can either think rationally about your product, or they can think
emotionally about it. Find a way to connect to your customers on a deeper
level. Connect with your customers on this point before and after a sale. For example,
answer their questions and concerns on social media - a little goes a long
way.
Rewards. If you
already have people that love your company and your brand, don't just sit there
- reward them. These customers have gone out their way to write about you, to
tell their friends about you, and to act as your brand ambassadors. Cultivating
loyalty from these people early on will yield more returning customers.. Sometimes,
just a thank you is all that's needed, but great brands also tend to give more
than that. Showing how happy your current customers are with your product
certainly helps your sales organization, too, because it shows the positive result
of becoming a customer.
Measurement. Watch
your return on investment as you implement new campaigns to strengthen your
brand. If your brand isn't resonating with enough people through the campaign,
you have not given them a good enough reason to love you. At the start of each
new campaign, check your marketing analytics for branded and organic
search. If it goes up when you launch your campaign, it means people are
hearing about your campaign and becoming interested in your brand.

Flexibilty. In
this fast-changing world, marketers must be flexible to stay relevant. If you
old tactics aren't working anymore, don't be afraid to change them just because
it worked in the past and take the opportunity to engage your followers in
fresh ways.

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