When it comes to developing a branding strategy, business owners equate this to choosing the logo design, font families, and color palette for their website and package.
And since these tasks are usually outsourced to freelance graphic designers or media companies, not many business owners take the time to develop and document a branding strategy or work with brand strategy consultants to define this process.
In reality, there’s so much more that goes into developing and implementing creative branding ideas so that you can build an online presence that’ll grab the attention of your audience.
Today, I’ll be guiding you through the steps on how to develop a branding strategy for your business.
First, what is branding?
Your company’s brand communicates what your company stands for, what you aim to do, and what you can offer to your audience.
Your logo, all your graphics, and the colors associated with your company comprise the visual aspect of your branding.
The words your company puts out and the causes you stand for make up your company’s voice. Even the products you sell tell a lot about your company. All these combine to make up your company’s branding as a whole.
Presenting these things and creating a strong image of your brand in your audience’s mind can convert them into customers
Why does your business need to develop a brand strategy?
Creating a clear, compelling, and memorable image in the minds of your company’s audience is not something quickly done. It requires a clearcut plan and thoughtful execution.
With a brand strategy, you can create the image you want in your audience’s heads when they think of your company. It’ll also convey actions and words to reflect what your company stands for. You want your customers to know why your company exists.
In short, developing your brand strategy is about telling your brand’s story.
Brand storytelling shares why you started your business, the journey to get where you are now, and the values and principles your company holds dear. That way, your customers can connect with you at a deeper level.
This doesn’t only send vital information about your company to your audience but helps them remember your brand. It also keeps your customers loyal to your brand because they feel good about supporting a brand they identify with.
More importantly, your brand impacts your businesses’ bottom line. That’s because customers are more likely to support brands that they remember, and they identify with.
Determine your business’ mission and vision
Your company’s mission and vision state what your company is now, and what it aims to be. They guide your company to make sure your actions and goals are all aligned and going in the right direction.
These two statements are part of your brand’s unique value proposition.
Your vision statement shows your customers your goals and helps them decide if they want to help you achieve them. It should be a bold statement about what your company can be in the future.
A vision statement describes what your company hopes to be. This statement provides the direction for your company. It provides the long-term goals your company wants to achieve through what it’s doing now.