What comes to mind when you think about branding for your business; a clever logo or slogan to use for your advertising campaigns perhaps? The truth is that your brand is not about logos or taglines; it’s about the essence of your business. Your brand is the story you want to communicate with potential customers, to show them what your business is all about.
Communicating this story in the right way can be the difference between success and failure for your business. This is why it’s so important to invest time and effort in developing a comprehensive brand strategy.
Understanding what a brand strategy is
Everything that surrounds your brand needs to be part of your brand strategy. This includes what you want your message to be, your USP and how you communicate your story. To get a better idea of how your brand strategy should work, it’s a good idea to follow professionals like Glenda Wynyard on Twitter, to take a look at the latest insights when it comes to defining and advertising a brand.
Creating an effective brand strategy
The most important factor in creating a brand strategy that works is defining what your business can offer to its customers.
- What potential customer problems can you address?
- What type of customer do you want to attract?
- What do your competitors have to offer and how is your business different?
- What is the trust factor for your brand?
- How do you want to make people feel?
- What personality does your brand have?
It’s this information that is used to develop your brand strategy. Once the strategy is in place, it needs to be communicated using marketing tools such as website content and social media campaigns. Take a look at the work of media professionals such as Glenda Wynyard, to see how this is done successfully.
Also read, HOW TO BUILD A STRONG BRAND IDENTITY
Measuring the success of your branding strategy
As you can see, a good brand strategy is a vital tool for helping your business to succeed. So, how do you know if your strategy is working? It’s not easy to measure the success you are having because one of the main metrics that you need to analyze is sentiment; how people feel about your brand. In order to measure sentiment, you need to see if and where people are talking about your brand online. You also need to pay attention to what they are saying. It’s all very well being a trending topic on social media but if people are saying negative things this is not a good sign for your brand strategy.
It’s a competitive world for online businesses, so it’s important that you spend time developing a good brand strategy in order to be able to tell your story and get people to connect with your brand. This strategy forms the basis for all of your marketing and customer communications so it’s vital that the strategy is clear and comprehensive.