We’ve all heard the saying, “Don’t judge a book by its cover,” but when it comes to business, customers will always make judgements based on your brand. You need to figure out what makes you different and how you want others to perceive your business. That’s why it’s crucial for entrepreneurs to be intentional about their brand strategy—how they present their company to the world. It’s not as simple as just deciding on a logo and a colour scheme: every element of your company should project the same message about what you do and why it matters. Here are some tips for creating a strong brand strategy from scratch.
Understand what makes your brand different
Before you can communicate your brand, you need to figure out what makes it different. This is where the “unique” comes in. If you’re starting a brand that’s similar to another company’s and doesn’t offer anything unique or special, then why would someone choose yours? Your brand needs to be something that stands out from the crowd so that people will check it out.
Your branding should also be consistent and memorable. Your logo and other visual elements should look good together across all mediums and applications (website, social media accounts, email marketing, etc). The colours used in these elements should align with each other as well—if you use red too often on one thing, it might start looking too busy or overwhelming for users who see your branding a lot (like how if someone looked at your Instagram feed every day for two weeks straight they’d probably get tired of seeing some posts). And lastly but not least: don’t forget about authenticity! Your audience needs to know who they’re dealing with here—that means no lying about where products come from or if there are any harmful chemicals present during manufacturing processes because those things matter!
Figure out who your customers are
When you’re trying to reach and connect with a specific audience, it’s important to know who you’re talking to.
- What does their demographic profile look like?
- How old are they?
- Where do they live?
- What are their psychographics (their values and beliefs)?
- Are there any motivation factors that come into play for this group?
- What pain points might be affecting them specifically?
- How do these customers behave when it comes time to buy something from your brand or business?
- Finally, what do these individuals actually want from your product or service—or even more simply put: what does success look like for them in terms of buying from you?
Research the competition
- Research the competition.
- Understand your competitors’ strengths and weaknesses.
- Understand the market you are in.
- Understand what your customers want from you and from your competitors.
- Look at what your competitors are doing, both in terms of what they’re saying publicly about themselves (copywriting) as well as some things that might not be said or visible to customers on social media posts but can still inform how a competitor is positioning itself in relation to other brands in its industry space: where do they say their headquarters are located? From which cities do they source raw materials? Where do they advertise? Where do they emphasize quality control standards? These details allow marketers to better understand whether there’s an opportunity for them within an existing category or whether a new category needs to be created entirely based on an aspect of one company’s product portfolio that no other competitor has focused on yet.*
Write a mission statement and brand messaging
Write a mission statement and brand messaging.
A mission statement defines what your company does, what you believe in and why you do it. It should be short and memorable, like a slogan or tagline, but also clear and concise.
Your brand messaging is essentially the same thing—the words that your audience sees on social media or hears when they call into customer service lines (it might even be different from what’s written on your website). It’s important to keep these consistent so that everyone who interacts with the company understands where it stands on key issues such as quality or price point. Make sure that any messages about your brand are easily understandable without any unnecessary jargon!
Make sure everything communicates your brand strategy
Your brand strategy is the foundation for all of your marketing efforts. It’s not a logo or tagline; it’s the reason you do what you do, and what makes your business unique. By making sure everything communicates this strategy, you’ll be able to tell a cohesive story that resonates with customers in a way that draws them in and retains their loyalty over time.
Create marketing goals.
When you’re looking to create marketing goals for your brand, it’s important to make sure that they are SMART. These acronyms stand for:
- Realistic (or Relevant)
Your brand strategy is the way you convey what your business is, and it’s important that you get it right so that you can stand out in the right way
Your brand strategy is the way you convey what your business is, and it’s important that you get it right so that you can stand out in the right way.
To do this, you need to understand why the brand exists in the first place. This includes defining what makes your brand what it is, what sets it apart from the competition and how you want your customers to perceive it. Your company’s mission statement or value proposition (see below) will help guide this process by answering questions like: Why does my company exist? What problem does this product solve for customers? Are there any other companies providing similar products/services that could be considered competitors?
Read more on using your brand voice
Your brand strategy should be simple and easy to understand because people don’t have time for fluff or complicated messages these days—and even if they did have time on their hands they would probably rather spend it doing something else than listening to a sales pitch! Make sure everything that goes out comes from one unified voice because otherwise there’ll be confusion about who said what when trying to explain things back at headquarters later down line.”
If you’re still feeling overwhelmed by all the things that go into communicating your brand, remember this: a good brand strategy is your business’s best friend. It is a valuable tool for setting yourself apart from the competition and reaching customers on an emotional level. Your strategy should be designed to help you achieve whichever goals are most important to you right now, whether that means building up your email list or simply getting noticed. Ultimately it will lead you to sustainable success—now go knock them dead!