What is a Brand Strategy?
Branding is your identity. It’s who you want to be to your customers. It’s the first impression and the last impression. Your branding strategy is a blueprint for what’s most important to your company and your customer. A great branding strategy lists the one or two most important elements of your product or service, describes your company’s ultimate purpose, and defines your target customer.
Don’t worry; creating a branding strategy isn’t nearly as scary or as complicated as it sounds. Here’s how you do it in 3 steps:
Step 1: Set yourself apart
Why should people buy from you instead of from your competitor across town?
Tell your clients about the intangible qualities of your product or service, using adjectives such as “easy”, “convenient” or “freaky-fast”. Your goal is to own a position in the customer’s mind so they think of you differently than the competition.
For example, if I was to say “freaky-fast”, whom do you think of? Jimmy Johns, right!
“Tough” – build Ford tough
How will you be different from the competition? Don’t be afraid to step out of the box and own something new!
Step 2: Know your target audience
Once you’ve defined your product or service, think about your target audience. You’ve probably already gathered demographic information about the market you’re entering, but think about the actual customers who’ll walk through your door or visit you online. Ask yourself questions like:
Who is this person?
What is the one thing he/she ultimately wants from your product or service?
What will your customer demand from you?
After all, the customer is buying your product or service for a reason!
Step 3: Develop a personality!!!!!
How will you show customers every day what you’re all about?
It’s easy to say that your company will “value” customers and strive for “excellent customer service.” Unfortunately, these words are all talk, and no action. Dig deeper and think about how you’ll fulfill your brand’s promise and provide value and service to the people you serve.
For instance if you promise fast service, what will “fast” mean inside your company? “Freaky-fast!” And how will you make sure service stays speedy?
It’s also important that your employees understand and personify your company’s branding and personality. You want your branding to be a part of every aspect of your business; from you talk, to your walk, to every piece of written material that gets passed from your hands to your customer’s hands.
Along the way, you’re laying the foundation of your hiring strategy and how future employees will be expected to interact with customers. You’re also creating the template for your advertising and marketing strategies.
How long should my brand strategy be?
Your branding strategy doesn’t need to be more than one page long at most. It can even be as short as one paragraph. It all depends on your product or service and your industry.
I challenge you to look at your current branding strategy. What does it say about you?
Let me know what your brand strategy looks like, send me a message.
