16
Apr

Top 5 High-Performance Brand Strategy Tips

Top 5 High-Performance Brand Strategy Tips

A clear, well-defined brand strategy is the single most important organisational exercise one needs to conduct when developing a brand; other than the time spent on concept, design and copywriting, of course. Bottom line – thinking, and structure should always happen first. There can be no creative that hits the mark without a brand strategy that ticks the boxes. Your brand strategy also dictates your marketing strategy. It provides a clear reason for why you are engaging customers and how successful you are at it.

  • Define a brand positioning statement
  • Create consistent messaging
  • Build a visual identity
  • Determine your target audience
  • Develop content for your brand strategy

1. Define a brand positioning statement

When it comes to crafting a standout brand strategy, a good point of departure would be to unpack and clearly articulate what makes you different from the competition – and why your most satisfied customers buy from you. It is always important to not just be different for the sake of being different but to connect your reasons for being to some kind of relevant value that the customer will find engaging.

Here are a few questions to get you started:

  • What big gap does your business fill?
  • How does your product or service help people in their lives?
  • Why would someone buy from you and not the competition?
  • What is unique about your company?
  • How are you different from other companies in the same field?

Finally, when you distill these answers down to three or four sentences, you would have found your base brand positioning statement.

2. Create consistent messaging

A strong brand strategy entails the development of consistent messaging. In fact, the importance of developing consistent messaging cannot be stressed enough: from the tone of voice you use in your copy to the way you address your clients – consistent messaging helps you resonate with your ideal target audience.

Build a brand promise based on inherent truths about your business, which speak directly to your customers and future prospects. Even though it may appear as repetitive at times, consistently use the same messaging across various elements and media.

In time, your brand will become known as your brand – and your brand only. And once that happens – once no other brand can claim to be like yours… success.

3. Build a visual identity

In the same way you would go about creating a unique vocabulary for your brand strategy, a fair amount of time should be spent to compile a visual glossary as well. Strong brands are consistent. So, whether a potential customer is looking at your corporate profile or your website, each touchpoint should clearly tie back to your brand.

Visual wise, it’s your assets that take to the spotlight: logo, tagline, colour palette, imagery – the visual cues that form part of your brand strategy should be kept consistent. A professional way to secure these elements is by having your design team create a brand manual for your brand. Here’s an example of one we did for Moov Fuel.

Brand Strategy - Moov Fuel Logo-min

Figure 1: Brand Strategy – Moov Fuel Logo

Figure 2: Brand Strategy – Moov Fuel Brand Manual

4. Determine your target audience

Do you know who your target clients are? If you say ‘everybody’, then it may be time to re-evaluate. Research clearly points to the fact that high-growth, high-profit companies all have one thing in common when it comes to defining a target audience: their focus is clear, unblemished, and the group is narrowly defined. The narrower the focus, the faster the growth. The more diverse your audience, the more diluted your marketing efforts will be.

So, how do you know if you’ve selected the right target audience group for your brand strategy? Research, research, research. Businesses that perform systematic research on the target audiences they have in mind will end up growing faster and being more profitable. Research helps you to really understand the target audience’s perspectives, priorities, likes, dislikes – and it dramatically helps to lower the marketing risk associated with branding activities.

5. Develop content for your brand strategy

Using the above guides, it’s now time to move over to the most exciting part of your brand strategy – the creative work. Pointers? Create outstanding, engaging shareable content. Make it awesome. Make it visible on the first page of Google using targeted SEO.

Research the kind of content that your target audience will find interesting, relevant, enjoyable, and shareworthy. Use your content to entertain and captivate, so that it can convert to leads and sales.

To have your brand professionally developed, please visit Creative Caterpillar

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