Building a brand strategy
is one of the most important and similarly most difficult thing to do when you start a business. The point of buying a product for a consumer is not only its usability and function but it also carries sentimental value. According to a study, 85% of the companies with a clear and distinct purpose, experienced positive growth in their business.
What is Brand Marketing?Branding
is the perception or view of a customer of your company and your products. Brand marketing strategy
is a practice in which a company or a business creates its name, design, logo, slogan etc., to put it simply. But it is much more than that. Branding
is art and science combined beautifully. Branding
is knowing your target audience and building your mission and message around them. Below are some of the most important factors and practices included in your companies branding strategy, other than the obvious colour, logo and design.
should have a very well defined purpose. "Every brand makes a promise. But in a marketplace in which consumer confidence is low and budgetary vigilance is high, it’s not just making a promise that separates one brand from another, but having a defining purpose," – Allen Adamson
Understandably the main reason to start a business and have a brand is to make money, but surely it would make a customer or a client very happy if you have some meaningful purpose too. If you are still not clear, why not research about other successful brands’ purpose and mission and see what you can come up with. After that everything from your logo, message, voice, tagline and your personality should reflect this purpose or mission
Don’t be generic and vague about values of your company. It’s just not a gimmick to attract customers, it’s who you are and what your company represents. Articulate and express your values sincerely and creatively. You should be able to entice, inspire, engage and encourage your customers. Take for example Ben and Jerry’s they are very clear about their business model and the causes they support on their website.
Make sure whatever you do is consistent and cohesive to your company’s purpose and values. In addition to that, your voice tone, the colour scheme, the messages you are conveying, the quality and service, everything should be in harmony and synch with each other. If your brand is fun, young ad hip, avoid sharing boring inspirational quotes on Facebook, see it’s that simple. As Lincoln chaffee said, “Trust is built with consistency”. As consistency builds trust, trust builds loyalty. More loyal customers mean stronger brand name.
Connect with your customers in a deep and emotional way. They should be able to feel as a part of your company’s family. They should feel a sense of belonging. “ Fundamentally, branding is a profound manifestation of the human condition: belonging to a tribe, to a religion, to a family. Branding demonstrates that sense of belonging” – Wally Olins. The best example for that is the brand Harley Davidson. It created a community around their brand.
Don’t forget your employees while thinking about your customers. Your employees should know how to communicate with your customers inline of your purpose and values. If your brand represents sophistication and class, make sure your employees know that and not to communicate with the customers with slang or in an informal way. Educate and guide your employees about your brand and what it stands for. Treat your employees as your brand ambassadors and when they do a job well done, reward them.
I will summarise this article in the end by stating why brand marketing strategy
1. It gets your company to be recognisable.
2. It increases business.
3. Your customers become your brand ambassadors. FOR FREE
4. Draws new customers
5. It Creates trust within the market place.
“Your brand is combination of your customers’ experiences with your business at every touch point. Each memory, thought, impression, website visit, story, sales letter, social media post, event, phone call and transaction contribute to your company’s brand reputation” – Elaine Fogel.