Branding is essential to the success of your business, but how do you go about creating a branding strategy that achieves the goals you’ve set for yourself and brings success?
Define your brand
The first thing you will need to do when creating your brand strategy is to clearly define your brand. Think about what products or services you offer, their benefits, your business values, your target market, and your unique selling proposition. What do you want your target market to think of your company and how do you want them to relate to your business? After answering these questions, you should be able to write a summary that defines what you want your business to look like and be like, almost as if you were a real person.
Why are you dialing?
Once you know what your brand is, the next step is to understand why you’re branding: what are your brand goals? Do you want to attract more customers? Win a prize? Get a bigger market share? Write down exactly what you want to accomplish in your branding efforts.
Understand your target market
To be successful in your branding efforts, you need to know who you are targeting. How do you achieve your brand goals with these people? If your goal is to get more customers, how can you improve your sales in your target market? What is your target market looking for?
Do a SWOT analysis of your company
Certain factors may be influencing your ability to achieve your brand goals: the competition you face in the market, the demand for your product, financing, the location of your business, etc. Do a careful analysis of both your business and the environment in which you operate to see how these affect your branding strategy.
How do you package your brand strategy?
Your brand is reflected in every aspect of your business: your website, emails, answering service, brochures, business cards, letterhead, and marketing materials. It’s important to make sure you always convey a strong brand and that each piece of packaging adds to the branding strategy you want to create. Think about how each message is conveyed and what it says about your company.
Creating a brand strategy is important to achieving success in your business and you should always aim for a strong, unified message that resonates with your target market and achieves the branding goals you have set.
