An Introduction to brand strategy

‍What is a brand?  

Is it a logo that is easily identifiable globally? (think Apple and Coca-Cola), or is it a tagline that instantly connects with your audience? Think of some of the world’s most successful brands and how they communicate their identity through marketing. The world’s most successful brands create an experience for their customers that is immediately recognisable.

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“Your brand is the single most important investment you can make in your business.”

Steve Jobs

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Your brand is how you differentiate yourself in the market. Your brand can be as simple as a tagline or a logo, but ultimately, your brand is what your audience buys into. It’s important to remember that your brand is what people say about you when you're not in the room.

It’s your story, and branding is how you tell that story.

If you don’t have a brand marketing strategy, here’s our guide to why (and how) you can create one.

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What is a brand strategy?

A brand strategy is not how your brand looks and feels, your logo design or your colour palette - your brand guidelines. A brand strategy encompasses your brand’s mission, values, promises to your customers and how these are communicated. It’s the strategic plan of how you will achieve your long-term business objectives and includes brand awareness, brand equity and brand sentiment.

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What are the benefits of a brand strategy?

Having a brand strategy makes it easier to establish your brand identity. Internally, a brand strategy can help align your employees and cultivate a strong company culture. Your brand helps customers and prospects identify with your product or service and demonstrates what they can expect when engaging with your company. Ultimately, having a solid brand strategy can lead to increased sales revenues and helps to improve loyalty and customer retention.

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‍How can you create a brand strategy?

When getting started with planning out your brand strategy, the first thing is to stay calm! Start by focusing on your target customer or market; it might help build a buying persona featuring their demographic and lifestyle. That way, you will know where to focus when aligning your marketing with your target customer. Then study your competitors, their performance, and where you superseded them. This will help establish your niche or unique value proposition to your potential customers.

The final stages are looking internally to establish your brand values, mission and vision statements to articulate your differentiator in the market. Once you have established these steps, you are ready to assemble your brand strategy. Learn more about creating your brand strategy here

Marketing with Bloom can help you define your brand strategy and image, get in touch today and let us help you create your perfect brand.