An effective brand strategy gives you an edge on the competition and will help you turn your business into a brand.
Your brand is your promise to your customers. It tells them who you are, what you stand for and what they can expect from your product or service. It defines who you are what you want to be and who people recognize you to be.
As a digital marketing agency, we help our clients define and create marketing campaigns around their message, turning them from just a business into a brand.
Who are you?
Are you an innovator, a sage, an outlaw, a rainmaker, or a caregiver? Is your product high-cost, high-quality or the low-cost, high-value option? You can not be all things to all people. You need to be what your target client needs you to be.
We ask these questions of our clients in our questionnaire. Not only to tell us who they are but also what pain points do they solve for their target client. Sometimes, it takes some serious thought to define who you are as a business, but once you do then the work can begin.
Defining Your Brand
Do your research. Learn the habits, needs, and desires of your current and prospective customers. Having a clear vision of who they are and categorizing their lifestyle will help you
In order to define your brand, you need to be able to answer these questions.
- What is your company’s mission?
- Are your companies values clearly defined?
- What are the benefits of your products or services?
- What do your customers think about your company?
- Which qualities do you want them to associate with your company?
Create a Voice
This voice should be applied to all written communication and in the visual imagery of all the materials, online and off. The tone might be formal, or it may be conversational. There may be a set of words that are used within the social media messaging that fit with the voice.
A Value Prop or Tagline
Write a memorable, meaningful, and concise statement that captures the essence of your brand. 6 to 8 words is how we define a value prop or tagline. This becomes the line that employees and customers recognize as the heart of who and what you are.
A brand summary is a short, simply stated 2-page document of who you are, what you do for your clients, and what sets you apart from the competition. It is a document that someone can read and they understand exactly who you are what you do and why they need you.
When we are working with a new client, we use the Brand Questionnaire to create this brand summary for everyone to utilize. It is concise and clear. It incorporates the tone, the value prop, the mission statement, and values of the brand.
Consistency is the most vital key. You need to be true to your brand and consistent in all the pieces listed above. If you are not consistent, then your attempts at establishing a brand will fail.