Why a Strong Brand is Crucial to Your Marketing Strategy
An effective brand strategy gives you a major edge in increasingly competitive markets, but what exactly is branding?
Your brand is your promise to your customer. It tells them what they can expect from your company, your products, and services, and it differentiates you from competitors. Your brand is who you want your company to be, what it is, and how you want people to perceive your company.
The foundation of your brand is your logo. Your logo is incorporated into all marketing collateral and should communicate your brand completely and concisely. It is the face of your company.
Your logo should be distinctive enough to be easily recognized and simple enough to work across all media platforms. A good logo will also make an impact on both a black and white background and a background with color.
However, before building out your marketing strategy, you need to start with the basics: your brand guide. This style guide should be a starting point for creating every piece of marketing collateral that follows. This is important to your brand image and the tone of your communication. To create a strong brand, everything must be consistent and easily recognizable.
Consistent strategic branding leads to a strong brand. Following the strategy guide for every email, blog post, and marketing collateral that you produce will add value to your company’s products or services. The added value comes from perceived quality or emotional attachment.
Get Your Brand Out There
After using these three tips to develop your brand, you need to get the word out. Everyone should be aware of your brand and its attributes. Here are some tips to get your brand out there and recognized:
- Place your logo everywhere.
The more you get it out there, the more it will be recognized.
- Write down key messages you want to communicate about your brand.
This will become your brand messaging.
- Integrate your brand into every aspect of your business.
From how you answer phones, sales calls, to email signatures and everything in between.
- Create a voice for your company that reflects your brand.
This should be applied to all written communication. Is your brand friendly, serious, helpful, etc?
- Develop a tagline
Taglines are memorable, meaningful, and sum up your company in a few words.
- Design templates and brand material for your marketing collateral.
Use the same color scheme and brand style guide to keep a consistent look and feel throughout
- Be true to your brand promise.
Practice what you preach or customers won’t return to you or refer you to someone else.