A solid brand strategy is how businesses represent the main message of their product or service, as well as shape how customers feel about a company. In this tutorial, you will learn how to evaluate and develop a simple and consistent message across all channels that is the true expression of your brand.
- Now that you've outlined everything a customer sees, let's dive deeper into making sure you have a solid brand strategy to use as you polish all of those touch points. Your brand strategy is how you execute the main message you want to convey. It's what a customer should feel when they hear about your brand, when they see it in person, when they read your messaging, and when you surprise them with a gift or advertisement. You need this brand strategy to not only convert customers, but retain them and a good brand strategy is going to be as simple as possible, consistent across all channels, and a true expression of your company.
A brand is a set of beliefs and it's a promise that your customers believe. Your brand isn't a logo, instead your logo is there to be representative of your brand. Everything points to your brand and your goal is to make sure the image of your brand, as it appears in your mind, is the same way it shows up in your customer's minds, because whether you like it or not, every customer will be able to arrive at an idea of what your brand is and it might be good or bad. Truthfully, a good brand hardly needs to introduce itself.
Within your target market, people will already know your business, its personality and the promise it makes to customers. All based on the positive impressions you've made and that they've locked into their minds. I've got three steps you can use to shape your brand. First, you've got to understand, the most prominent person at the company will be leading your brand. They will embody the brand and have to be the champion for it. This might be you or it might be someone else, but this person needs the time and the authority to own the brand.
You're going to go a lot further by accepting this fact now and making the necessary changes, either in your mindset or in the team structure, to give that brand ownership to the right person. Next, create a list of what your brand is and what your brand is not. It's often easy for us to know who we are but you also need to consider who you are not. What are things your brand would never do? Where would you never advertise? What would you never say and so on. These help you critique whether or not you would handle a marketing campaign in a particular way.
And finally, agree on your voice and tone. How do you sound? What words do you use? What would you say and what would you not say? Your brand is like a character. What does your character sound like? Think of this as you establish a tone and voice guideline. If you want, take a look at my course, Online Marketing Fundamentals, or Branding Fundamentals with Drew Boyd if you want to go deeper into creating a brand strategy. If you're not completely sold on your brand, investigate it more and tap into these resources to polish it before going deeper into your marketing efforts.
- Why small business marketing is different
- Identifying your market
- Sizing up the competition
- Auditing your brand
- Selecting marketing channels
- Crafting your creative
- Getting professional marketing help
- Measuring your results