Coming up with your brand and developing your brand strategy is often a difficult task for organisations and individuals – in fact, I’d say branding is the most difficult part of the marketing process! That is because a good brand is crucial and a vital step in creating the company identity. Without a solid brand, your marketing efforts will be wasted!
Remember, your brand identity will be resonated and repeated and SEEN throughout the entirety of your business' life. So your brand is not something to be taken lightly.
There are three core components that you should look at and explore before developing your brand strategy which can be used as the blueprint for your marketing plan.
Your Brand Purpose
Your business must have a functional and intentional purpose. What is your vision and mission? What are you working towards?
Without consistency, a business will struggle to survive. Brand consistency is one of the reasons why Coco-Cola has been so successful – we all recognise that red logo anywhere!
Brand Emotional Impact
You want your brand to stir a positive emotion in your target audience to help customers convert. Think about it: if we don’t like the vibes we get from a brand or haven’t had a good interaction with the brand then we won’t buy it – simple! Colours, fonts and composition, not just copywriting, play a huge part in a brand’s emotional impact.
Now, to begin the development of your brand's strategy you must also have an understanding of these four marketing components:
Who your primary target customers or clients are
Who EXACTLY are you trying to reach? What are their likes and dislikes? If you are trying to reach medical practitioners then you won’t have a bright pink logo and branding (for instance!). Speak to your target market and ask them what other brands they enjoy. Explore their social newsfeeds and work on creating a brand that will appeal to them.
Doing market research into your competition is very important to craft something that will make you stand out. You don't want to get confused with anyone else! Also note, what general trends such as colours other brands in your industry use.
The features of your products and services
List down all the products and services you offer – ALL of them, and really look into it. Do you offer free consultations or 15min discovery calls? Do you make different colours or variations of the product? How does your product get delivered or what packaging do you have etc?
Your Unique Selling Proposition
This is what makes you special and differentiates you from the competition – why should customers buy from you over them? Focus on making your brand's strengths and differing features even stronger.
By using these core components and identifying these features you will have the basis to craft your brand and marketing strategy. By using an effective branding process, you can create a powerful brand and a unique identity that elevates your brand above the competition. Building your brand is an investment for your company and will add immense value to your business in all possible ways.
What are your thoughts and tips for a strong brand? Comment below, and if you want to get in touch to speak about your brand, email us at firstname.lastname@example.org.
About the author
Briar Prestidge is the CEO and Founder of Briar Prestidge International. With a background in digital marketing, branding and executive headhunting, Briar has an international career that spans over Dubai, New York, London, Melbourne and Auckland.
She is renown for her personal branding work with high-profile clients and has been featured in CEO Magazine Middle East, Entrepreneur Middle East, Ella Magazine, Khaleej Times and The Media Network.
Briar is also the Managing Director of media and events agency, Deals in High Heels and a talk show host. As a speaker, she presents on personal branding, digital and social media strategy, and motivation.