How To Build a Brand Strategy For Long Term Success
A company’s brand identity is considered one of the most valuable assets to an organization. Branding goes beyond the products and services a company offers and creates a personality that consumers can resonate with.
It’s also much more than a catchy name or a cool logo; building a strong brand requires a long-term strategy to ensure you adapt and grow with your new and current audience.
Why is developing a brand strategy important?
Branding your business is vital for creating a consistent message throughout all your business operations. A well-defined brand is recognized straight away by even the smallest details and ensures you capture the right customers to improve conversions. Your brand messaging will also grow and adapt to your company over time, so it is vital to establish long-term goals when establishing your brand positioning in the market.
Creating a brand strategy doesn’t have to be complicated, but there are steps to consider. You can also hire the help of a branding agency to take your plan to the next level.
Find out how to build a brand strategy with these handy tips below:
How to build a brand strategy for long-term success
What are your long-term goals?
When considering how to build a brand strategy, the first step is looking at what you want to achieve in the long run. The overall context will define where you want to take the brand and how your branding will help you reach these goals.
Who is your target audience?
If you don’t know who your customers are or who you want your potential customers to be, then it can make success hard to come by. Narrowing down your niche is the first step to identifying target customers as no company can be all to everybody! This is a crucial step when considering how to build a brand strategy. The narrower the niche, the faster growth can be achieved.
Defining your brand position
Once you have researched and identified your target audience, positioning is the next phase in building a brand strategy successfully. This term relates to where your company sits in the market and how it differentiates from competitors. Outlining how you see the company and what you offer helps provide a realistic yet aspirational goal for your brand.
Your brand message is a pivotal part of how to build a brand strategy that resonates with people. This messaging should have a two-pronged approach with a core message that speaks to the general audience, plus adaptations that can be tailored to specific segments of your target audience. Your brand should consist of messaging that supports and addresses your audience’s needs/problems/pain points to ensure it is relevant.
Creating a visual identity
Alongside your messaging and backend strategies, your company also needs a brand personality. This is what people see, think, and feel when they hear your company name or see an advert, etc. This visual branding goes beyond a simple logo and name.
Everything from the colors and fonts you choose to the tagline and symbols are critical to the design. This visual identity will be on everything from your business cards and website branding to stationery. It’s also important to remember when creating visual assets for your brand that they communicate with your audience. It’s not about what you like personally or what the team thinks looks good. It’s about how you speak to your target audience!
Developing a marketing strategy
Once you have the visual assets and audience identifiers, the next step in building a brand strategy looks at developing your marketing. Marketing covers a host of areas, and the term is often generalized, so it pays to break it down for the best results. Take a look at some of the areas to cover to market your products or services well.
Content marketing plan
Content is everywhere on the internet, whether that’s video, articles, or audio, so it’s vital to make this a significant factor in your brand strategy. Content marketing can help to build brand awareness and increase reputation and also speaks directly to your customers. Good quality content is evergreen on the web and provides a point of reference that people return to time and time again. Content marketing also comes in many forms and includes:
- Writing expert quality articles for your own blog.
- Partnering with other authorities in the market to create value.
- Working directly with customers to give authentic reviews and feedback.
Design a website
It’s surprising how many businesses still do not have a website to promote their products and services. However, with millions of potential customers out there searching the internet, this is a vital cog in the marketing wheel to consider. Your website is the place people learn about your company and what you offer. While prospective customers may not solely choose you based on your website, they will have the necessary information to make the best decision even if they step away.
Your website design should be straightforward and showcase a consistent brand message. Another important feature when developing a website is creating a search engine optimization (SEO) plan. This identifies target keywords and phrases people search for when looking for your products or services. Excellent content marketing will boost this marketing technique and help you create a focus for the message your website portrays.
This is a vital step in our how to build a brand strategy guide and could potentially bring in a host of local and national customers if you speak to the right people.
When you build a brand, email marketing is a fantastic conversion tool for new and established businesses. As soon as you get your company off the ground, start building a database of customers. These will be people that are already interested in your offer and are easier to market to when they know and trust your business.
Social media marketing
Another vital tool in your marketing toolkit is social media. Many people use their phones while searching the web, and most have at least one of the big apps on the market (Facebook, Instagram, Twitter, etc.).
Research has also shown that people are more likely to buy a product or service when recommended by someone they know or have seen on social media. To utilize this space, creating a social media marketing strategy that aligns with your branding is essential to reach this audience.
Tracking, monitoring, and adjusting
Your branding and marketing strategy is an ever-evolving aspect of your company brand. While your logo and message should realistically remain the same, monitoring what’s working and what isn’t is vital to keep ahead of the curve. Track and analyze every area of your marketing strategies to adjust for better results.
Identify areas for improvement and measure everything from search traffic to social engagement. Every metric tells a story and will guide you on the best path to success. However, this aspect can be challenging to understand in its entirety, so using branding agency services can help interpret the data correctly.
Main takeaways of our how to build a brand strategy guide
A company’s brand identity is a vital factor in establishing reputation and awareness in the market. The above guide is a great starting place for all types of companies looking to hit the ground running. Plus, this process is an excellent investment in the future of your business success.