Developing a strong brand isn’t as easy as others think.
It’s no secret that consumers purchase based on trust, but how can businesses develop that trust if no one knows who you are? That’s the power of a brand strategy. If you don’t have a strategy in place, it’s like driving on the road with no destination.
The ultimate goal should be getting customers to connect with you, not your logo, not the website, and not the name (even if it’s catchy). A good brand strategy works behind the scenes, providing value that continues after they buy.
Key Components of a Good Brand Strategy
Purpose
What is the promise to the customer? Why are we in business? Why is it important to us?
These are the driving factors that set businesses apart. Thinking of it in terms of monetary and also non-monetary makes the difference.
Emotion
While it may sound weird, it’s true.
Customers are emotional about the brands they support because those brands can fully engage with like-minded audiences who believe in their purpose.
When brands connect beyond trying to sell a product or service, they win.
Consistency
Staying consistent when promoting the brand is vital in getting the audience to remember you.
It doesn’t matter what platform the brand is on; consistency creates harmony, and harmony creates trust.
Adaptability
Brands must be flexible and adaptable to succeed.
There’s power in the pivot. When something isn’t working, being able to quickly adjust and adapt while maintaining consistency can help solidify a brand’s place in the market and create a new customer base.
Involvement From Employees
Brands that take the time to listen to their employees and work in one accord in how the brand is presented go a long way.
If the brand is upbeat, customer service and every employee in the office should follow suit. Again, consistency, consistency, consistency.
Loyalty
When customers are loyal to your brand, you should be just as loyal.
Take the time to create incentives for them to come back. Whether it’s a coupon off or something more elaborate, your appreciation helps those people appreciate you too! A little thanks goes a long way.
Awareness of the Competition
It should go without saying, but sometimes this mindset needs to be reinforced.
You should be learning from the competition. Your goal – offer a better experience in every way.
These are the best ways to create a brand strategy that has longevity and goals you can achieve from the beginning while refining along the way. This is a functional, working part of your marketing strategy that helps you communicate better while attracting and retaining customers.
Every business goes through growing pains, but not having a brand strategy can seriously hurt your chances of making your mark on the industry. With so many ways to connect with different types of customers, the best thing you can do is give yourself a competitive advantage. Your brand strategy can help with that.
So, do you have a brand strategy in place, and is it working?