Iconic market-leading brands have one thing in common: they have spent time planning and honing their brand strategy to ensure it is their name consumers think of first. What does a good brand strategy look like and what should it include?
A brand strategy outlines your brand identity. For it to succeed, you need to understand your target market, position your brand correctly, and communicate your message effectively.
Key elements
The role of brand strategy is to inspire and equip brand owners to make the best decisions, according to The Chartered Institute of Marketing. These are some of the key items required for success:
– Brand purpose. Why are you doing what you are doing and how does your brand meet customers’ needs?
– Brand values. You need to define your core values to show customers and suppliers what you stand for.
– Brand vision. A clear vision of what you want to achieve will help you to make long-term decisions and bring about growth.
– Target audience. Effective brands know that understanding their audience is vital, so make sure you know your audience’s needs and wants.
– Voice and tone. This is your brand’s style and character. You need to ensure it remains consistent and resonates with your target audience.
– Visual identity. This is another element that needs to be consistent. You should use typefaces, colours and graphics that reflect what your brand is about.
– Market analysis. Analysing your market and understanding your competitors’ strengths and weaknesses will help you to stand out.
– Brand tagline. A memorable phrase that conveys what you are all about will help you to stick in customers’ minds.
Consult an expert
To get it absolutely right, you might consider using a brand strategy agency such as www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/ to define the main aspects of branding your business.
Building an effective and strong brand identity can only be achieved through a well-worked-out brand strategy, so it pays to take the time to get it right. Don’t forget to analyse and refine your strategy regularly to ensure you stay relevant.
