Many of our clients ask us to help them build a brand strategy, which in their minds is the logo, the tagline, colors to attract customers, and a well-defined “difference” from the competition. Brand strategy, however, is an elusive beast!
Let us break down how you can create a comprehensive brand strategy for your brand.
1. Brand Identity vs Brand Strategy
Your customers recognize your logo, love the funky colors you’ve used, and are familiar with your website. Congratulations! You’ve created a brand identity, which is the first step towards creating a great brand strategy.
What else do you need?
2. Get 20/20 Vision
Only when you are clear about your purpose can you expect customers to understand and later spread your narrative. Ideally, you should have a business vision – where you focus on bringing in the money. Along with this, you should have a broader, more inclusive vision – where you talk about the intangible benefits you bring to your customers. Do you make life easier with your product? Are you adding adventure to their lives every day? How can you create a greener future for the planet?
3. Excellent Communication
Remember when rote-learning was a way of life for every student? It does have its benefits for your brand as well – when customers see you share messages aligned with your brand, you are subtly reiterating your vision (from point 2). Ensure that every piece of communication (visual, text-based, audio, face-to-face interactions) always adds value to your brand. If you share messages with conflicting communication or with no clear strategy, you’ll get your customers confused about you.
4. Be Flexible
Yes, we just told you to remain consistent with your messaging, and no, we aren’t back-tracking on that. BUT, you need to know when to change your path to suit the trends while still sticking to your communication. In today’s world, where trends change quicker than Ranveer Singh’s looks, you need to keep up. Remember, though, that you don’t have to jump onto every trend bandwagon. Pick trends that have something in common with your business, and use your excellent communication to work the trend to your brand’s advantage.
5. Tell a Story
This is the most important, yet hardest to attain, part of your brand strategy. As humans, we react emotionally before our logical side takes over. We also love stories and connect to them far more than we do to dry facts and figures. Why do you do what you do? Why are your products made a certain way? What impetus drives your business? Share your story with your customers, make them part of your brand, and you’ve got a strategy that will last long, really long.
6. Customer Delight
Your customers are your best brand ambassadors. Don’t take them for granted, ever. Just crossed a significant figure in sales? Find an innovative way to thank the customers who made up those sales for you – it could be as simple as you and your employees spelling out a thank you in a fun GIF or as cool as sending them an unexpected voucher or goody-bag. Because, let’s face it, who doesn’t like a surprise from their favorite brand?
7. Be Big Brother
Big Brother is always watching, right? Keep an eagle eye on what the competition is doing. Especially on social media, fun repartee between competition increases respect for both companies. Combine this with wit or some great visuals, and you’ll win your customers’ hearts as well. However, this one comes with a disclaimer – don’t get over-involved in what the competition is doing. Once in a while is okay; otherwise, you tend to lose focus on your strategy and can come off looking childish as well.
Next Steps..
Were you nodding along with some (maybe even all) of the points above? Because that’s just what we aimed to do. If you have any questions or want to get started on creating a comprehensive brand strategy, we’d love to hear from you. Get in touch with us right away! Click Here!
