Creating a brand is not easy. Your business might be growing and doing good in terms of sales and revenue. However, if you want to take it to the next level and be among the top companies in your industry, you will have to turn your company into a brand. Before you think of creating a brand, you need to first think about your company’s character and mission. Without focusing on these two things, you cannot really create a brand identity. Often people make the mistake of associating brand with company’s products, website, or logo.
Brand is an intangible thing. It is a positive feeling that consumers have toward your brand. With the help of proper brand strategy, you can create that feeling inside your target audience. In this blog,Faisal Abidi of Resourcifiwill tell you what a good brand strategy is made up of. So, without much further ado, let’s take a look at what brand strategy comprises.
Organization’s Aim
Every organization in the market is vying for customers’ attention. In order to do that, all organizations make all sorts of promises to customers. However, as you might be aware, consumer confidence is not that high at the moment and consumers are quite cautious about spending too much money. So, instead of focusing on making promises, you should rather focus on having a solid, clear aim or goal.
For brand positioning, it is true that you need to know what your business promises are. But, knowing why you are doing what you are doing everyday for growing your business is the most important thing. For instance, you need to know whether your aim is to make immediate financial gains or add value to the life of your customers. Each organization is different and has different goals at different stages of their business operations. You should know what your purpose is before working on your brand strategy.
Fixed Identity
When it comes to forming a brand identity, you need to be careful about what you put on your social media pages, website, and advertisements. If you have been in the market for some time, it is likely that customers have built an image about your company by now. You need to make sure that whatever you put in front of your customers is in alignment with your message, value, and goals.
One of the key things to building brand recognition is remaining consistent with your marketing and advertising efforts. To keep your efforts cohesive, you need to work on forming a style guide. This guide should help you determine the tone of voice, your positioning of product and services, color scheme, and other similar things. A style guide will help you stay consistent with your marketing efforts so that a brand identity can be formed.
Emotional Quotient
If you want your customers to choose you and your offerings, you will have to touch them in an emotional manner. While certain products or services might require target audience to think rationally to understand the value of products or services, most offerings should be marketed to customers in a creative, emotional manner.
For instance, if you sell a vehicle that is almost the same as your competitor’s vehicle in terms of performance and looks and yet it is expensive than your competitor’s vehicle, how are you going to convince or make your target audience feel that your vehicle is worth buying? Not rationally, right? You’d have to use emotional branding to make your customers buy your vehicle over your competitor’s vehicle. You will have to make them feel that they will belong to a certain exclusive group of people who own a distinct vehicle. Whatever be your product or service, you will have to connect with your target audience on a deeper, emotional level.
Adaptability
While it is good to keep your company’s identity fixed, you should not stop yourself from being relevant. If you do not adapt your marketing and branding objectives with changing times, you will get left behind. Being adaptive or flexible does not mean you should change the vision or values of your company.
Those things should remain the same. You just need to bring variations around your identity to keep things fresh and human. You should improve the look of your website with changing times. Your adverts should look contemporary. Your copes should resonate with people of today. All these things should make your identity look fresh and relevant to people.
All these components are a key part of branding strategy. When building a branding strategy, you need to make sure that you take your time, do proper research, analyze your competitors’ strategies, determine your vision, and then work on creating a strategy. If you do all these correctly, Faisal Abidi of Resourcifibelieves you will be able to connect with your customers and stand out from your competitors without much trouble.
