With a well-researched, in-depth brand strategy you’ll be able to reach the people you want to attract to your business and turn them into long-term loyal customers.
Sound good? It is!
A brand strategy is like a roadmap for where you want to take your company – without one, you’re just shooting in the dark, hoping to attract customers.
But what exactly is a brand strategy and how do you create one? Let’s take a look.
What is a brand strategy?
A brand strategy is basically a long-term plan to develop a successful brand for your company, to achieve specific goals you set.
It includes these three main components:
- What your brand stands for
- The promise you make to your customers
- Your brand’s personality and how it’s conveyed in your marketing materials
There are more elements to a complete brand strategy, but getting these three basics right will help to set you up for success.
Think of them like laying your foundation for building up a strong and reliable strategy for your company.
First up – tackling target market research
Researching your target market and understanding who your audience is will help you find them, grab their attention, and turn them into paying customers.
One of the best ways to understand your target audience is to understand how they think, what they feel, and know what they want. So, how do you do that? Customer personas.
What is a customer persona?
Customer personas are a detailed description of your ideal client. Like a personal profile They help you understand the motivations behind their buying decisions. This will help you know who you’re trying to connect with, and what makes them decide to buy.
When you’re creating customer personas, there are a few questions to take into consideration:
- What is their age?
- What is their gender?
- What is their educational background?
- What is their occupation?
- What industry do they work in?
- Are they married?
- Do they have kids?
- What’s a typical day like for them?
- What challenges do they face?
- Where do they get their information from?
- Where do they prefer to shop?
- What did they buy recently?
- What keeps them up at night?
- How can you help them?
Know where to find your audience
Knowing where your audience hangs out online is everything. You can’t connect with future customers if you’re in the wrong place.
There isn’t any point in fishing in a pond that has no fish in it, so don’t waste time or money advertising where your customers aren’t.
If you want to figure out where your audience is, ask them. Ask current clients where they get their info from. Send out a few surveys. Set up a focus group – do whatever you can to understand where your ideal clients are hanging out and why they choose to spend time there.
Once you know all these answers – it’s time to start developing your brand strategy.
What do you need to develop a brand strategy?
There are a couple of things you’ll need to create to develop a solid brand strategy for your business:
- Clear objectives
- The right brand message
Let’s take a closer look at both of these brand development necessities.
Defining your brand’s objectives
Your brand’s objective is its purpose. It’s the reason your company exists, what it stands for – basically, why you bother doing what you do.
If you don’t have brand objectives already, here are a few questions to think about:
- What problem does your brand solve?
- How does your brand make your audience feel?
- Do your clients trust you – and if they do trust you, why?
- What is the story behind your brand?
- What’s the long-term goal for your company? (…we’re talking more than a paycheck here, go deeper – what’s your driving motivators?)
Once you’ve clearly defined your brand’s objectives, it’s time to start crafting your brand messaging to get that across to your audience.
How to create the right brand message
Your story matters to your clients. It doesn’t matter what your industry is, your story will sell your services/products for you. Your brand messaging should tell them this story. Ultimately, you want to create a message that evokes emotion and inspires action in your clients.
Why do we tell stories? Because a good story isn’t forgotten easily and the better your brand story is, the harder it will be for your audience to forget you.
By creating your brand message around your company’s story, you’ll be able to attract your target audience – and they’ll form an emotional connection to you and your brand.
What’s the big deal about an emotional connection between your customers and your company? Your audience will become loyal – and help spread the news about your company with their friends and family.
Creating brand guidelines
As soon as you understand your audience and have your messaging set, it’s time to think about how exactly you’re going to deliver that message.
Start getting creative and think about your logo design, the fonts you’ll use, what colors best suit your business and what sort of tone of voice and imagery will work for what you’re trying to say.
All these elements are key to creating a recognizable brand.
Brands tend to evolve over time so it’s important that you set up some creative guidelines for your team. This will make sure that your branding will always match your story going forward.
Now – with all that done, it’s time to start implementing your brand strategy!
Want help with your brand strategy? Get in touch with our team today.
(she/her) I’m a brand strategist, award-winning designer, business consultant, and artist. You can usually find me being followed (herded) by a pack of dogs with paint on my face. I dream of living on a huge farm with a bunch of goats, chickens, and dogs. And my husband too.