Branding 101
Branding is a word that gets tossed around a lot in the marketing industry. The only problem? Nobody can seem to define what a brand is.
Strong brand identity is
not that easy when the game is constantly changing!
It's a content war where
the strongest brand wins.
Here’s how to join them!
What
it actually means to build a brand in the first place?
Branding
is a word that gets tossed around a lot in the marketing industry. The only
problem? Nobody can seem to define what a brand is.
The concept of branding
and its importance:
A Brand
Concept is a general idea and an abstract meaning behind the brand working as
its true essence and character that gives the consistency to the brand and
curates a distinctive identity in the market and in the minds of the consumers.
mmm, what?
Branding
is an emotional feeling about a
company that makes them seem like the better choice against their competition.
Yes,
that simple.
But how can we turn momentary
sentiment into something tangible?
There are many types of branding
strategies in marketing that will make that happen.
strategies are vary based on target
audiences, marketing campaigns, and budgets.
And by choosing the right brand strategy
you will have the potential to build brand equity and settle its place as an
established brand, other companies apply more than one strategy to increase the
odds of a successful campaign.
Done
your research? your target
audience is defined? ready to roll out your new product launch?
Let's take a quick note of these four different brand strategies and get an
idea of what to expect in a successful marketing campaign.
Tried all that and still aspire for more
development?
here are simple steps
to develop brand strategy by identifying three core components of your business to use as a planner for marketing tactics:
Step one:
●
Purpose: This explains why you are in business
and the specific customer needs you achieve.
Step two:
●
Consistency: Be able to define what allows you
to provide your services day in and day out.
Step three:
●
Emotional
Impact: This is what helps create a bond or a connection between you and your
customers.
You have to test the brand strategy so it can develop this
impact and build upon it.
How to define your
brand
By defining what your brand is you create
the foundation upon which all other components are built. Your brand definition
serves as your measuring stick in evaluating marketing materials and
strategies
from what your office looks like to what your ad says to the color and font of
your business cards to the design of your website.
Defining your brand
objectives
Critical to effective brand management is
the real definition of the brand's audience and the objectives that the brand
needs to achieve. Ask yourself two main questions:
What is it that you want your brand to do for your
company?
What do you want others to know, feel and say about your
products or services?
Discovering and
pulverizer your brand barriers
When creating your brand strategy for a product
or service it is important to carry out a careful analysis to spot potential
barriers. These barriers also are known as market conditions, and they can keep
your product or service from being successful.
Focusing on your target
audience
The power of your brand count on the
ability to focus.
That is why defining your target market
will help to strengthen your brand's effectiveness and performance.
The key is knowing who your target market is. and knowing your audience so you have to ask yourself:
How old are they?
What is their income range?
What are their occupations?
What other interests do they have?
Brand Packaging and Identity
Branding is as identifiable to your
customers as your face is to your family. It's
how people see you in the market.
Your company image is all about the appearance
of your packaging. What is your company's image saying (i.e., conveying) to the
market?
If your packaging doesn't uniquely represent your business, change your packaging.
Branding is often seen not important to
the managers because it's difficult for them to see the material benefits.
Operating without a brand strategy is a
recipe for accepting the less. Without a brand, a business lacks an identified
purpose. And without a purpose, a business can't stand out from the
competition.
At the end after the Brand Strategy
Together with your competitive
positioning strategy, your brand strategy is the essence of what you represent.
Great brand strategy helps you communicate more with your market, so follow it in every interaction you have with your potential customers and current customers.