Brands are the representation or face of your business and it’s important that yours is eye catching and unique. We know how important branding is at LWP and offer branding services to set you apart. Many businesses today have become recognizable by brand alone. McDonald’s, Starbucks, Disney, Apple, Amazon – you can probably picture all of their logos or recall their slogans. Of course, these brands did not start out huge, but their promises and their image mixed into a recognizable and trusted brand. This developed over time thanks to their branding strategy. But what makes an effective branding strategy?
When entering the field as a new business, you have to consider the competition. For popular resources, there’s almost always competition and you need to stick out in order to draw in customers. In today’s blog post, we’ll outline the ways to craft an effective branding strategy.
1. Define Your Business
Think about your business. What is its mission? What are the values and the vision that guides it? Who is your target audience? Why did you create your business? If you can answer these questions, you are already a step in the right direction to position your business.
You mission should be about what you want to accomplish. The vision is how you see your brand in the future. And your values are what your brand stands for. Your business’ story can help craft a great brand and influence the personality of it. These elements are important to brand positioning. Brand positioning is how you differentiate your business from other competitors in your market or industry.
2. Competitor Research
Before setting yourself up for failure or success, you need to know what is ahead of you in real time. It would be wonderful if you could predict the future, but the most important thing is the now. What are other businesses and companies doing or what aren’t they doing? Maybe you could fill those gaps in your industry. Perhaps you recognized that there are over-saturated aspects in the industry. What do you need to avoid doing?
The research does not end when you finally start. You should keep up to date on trends within your industry so you can make smart moves for your business and brand. Effective branding depends on your brand positioning in your chosen market and how well you understand your target audience. Researching your target audience or potential audiences will help guide your brand cohesion.
3. Brand Design
Branding is built up of many things and you need to take into consideration how you want your brand to stay uniform. Creating a style guide will help you develop a way to format your logo, what typefaces to use, the colors of your brand elements, how advertisements should look, and various verbiage or descriptions.
When you create a universal style guide you can communicate to you audience a consistent message and image. This builds trust, familiarity, and can potentially build curiosity for new customers.
4. Consider Multiple Mediums
In today’s age of technology it is essential to consider the wealth of mediums at your disposal. You can use these mediums to promote your brand and take on creative ways of designing your brand. Be mindful of how your logo might translate from print to digital media. This can mean the size of your logo, how dynamic it might be and how it fits in with the other content around it.Your brand can take advantage of artistic style when creating web pages, advertisements, flyers, etc.
This also means it is to your advantage to use multiple mediums to be able to gain a wider audience and reach out to more people. The people who saw you run an advertisement on the TV might not be the same people who gave your webpage a hit.
5. Content Marketing
Providing regular content will boost hits and visitors to your webpage and increase sales. When posting content it can be informative while still promoting your business. Engaging with a live audience through your content and social media provides another layer of credibility to your brand. You won’t be seen as another faceless company but one that cares about both your brand and customers.
6. Promise and Value
Determine how you will deliver your brand to your customers. A promise keeps it consistent. In hand with this, if your customers are to expect a consistent message or fulfilled mission statement each time, you need to know your value.
Value proposition communicates this value to customers and potential customers in order to retain and draw in business.
7. Voice and Communication
As we have mentioned before, consistency is incredibly crucial to an effective branding strategy. Maintaining a consistent voice, style, and language will let customers know who you are.
This voice helps build the brand identity and personality. When sending out newsletters, reminder emails, replying to a comment, and answering a question, it all needs to be one voice.
Where should you get started?
Don’t be overwhelmed. Here at Light Wings Promotions, we provide you with services that will enhance your brand. We will help you manage your brand and position it.