Branding is an important part of any business. It helps people identify your company and products in their minds. This will allow them to remember your brand when making decisions about investing in your service.
But first, what is Branding Strategy?
Branding strategy is one of the two parts that create a full brand identity. Think of branding strategy as the personality, and the branding design as the styling. Like the old saying goes "It's what's inside that counts" this is the same for branding - your strategy is the most important part of the entire brand identity.
Nowadays we have become much more savvy when it comes to buying.
Gone are the days of Mad Men sales tactics where bigger and louder adverts got the sales. As consumers we look deeper at our purchases: does the business we buy from align with our values? Do they reflect who we are? Do they reflect who we want to be?
Having a clear and comprehensive branding strategy can help show prospective clients these areas. Here are 4 ways that you can build a strong branding strategy.
1. Determine Your Brand's Personality
Every brand has a personality - check out Aldi's Twitter feed to see a great example of theirs. It is this personality that your audience connects with, therefore determining what type of personality you have is an important step in creating a strong brand.
How would you describe yourself? What do you stand for? What do you sound like are all questions that you need to be able to answer.
2. Define Your Target Audience
Once you know the type of personality your brand has, you need to work out who your target audience is. As referenced in the Rebel Branding Blueprint, your audience can defined by their psychographics (wants, needs, likes, dislikes) instead of the usual demographics (age, gender, location).
Learning who your audience is will help you understand where your brand fits into the market and what makes you unique.
3. Identify Your Unique Selling Proposition
Your Unique Selling Proposition (or USP) is the way you can show you are different from everyone else in your industry. The way Keppel Leopard does this is putting you at the heart of your business - what makes you, YOU?
4. Develop brand guidelines
A strong brand is only good if it is consistent. Brand guidelines is a document which tells you everything you need to know about the brand - strategy and design.
With these 4 ways you will be able to build a strong branding strategy for your business.