I often find there is a misunderstanding of what branding is. When done correctly, a brand strategy helps your business in so many ways that go beyond visual representation. To show its range, I have listed 10 advantages your small business will gain from a brand strategy.
1. Attract the right customers
When creating a brand strategy, you define who your ideal customers are and how your brand needs to sound, act and look to appeal to them. Branding gives you clarity about where to find your customers and how to communicate with them. If you know your customers, you can address them at their pain points and offer the value they appreciate.
2. Build long-lasting relationships with your customers
When you combine a great product or service with branding, your customers will form relationships that go beyond a one-off purchase. They will fall in love with your brand, form trust, and even become self-determined brand ambassadors.
3. Set yourself apart from the competition
To create your brand strategy, you should analyse your competition and determine attributes that differentiate your business. After having defined a unique offer and your target audience, you should ideally find yourself in a position without direct competition.
4. Know how to address your audience
Your brand strategy provides a framework to communicate in an appropriate and consistent tone. This conveys the impression that your content comes from the same source.
5. Find your visual language
Branding is not only about how you communicate verbally but also about visual communication. Once you have defined a solid brand strategy, it should serve as the base for your visual identity design—a consistent visual language that represents your brand and appeals to your customers.
6. Create relevant content
When you know your customers and their pain points, you know what to talk about in your content marketing. As a result, you create content that interests your customers and communicate in a way that appeals to your customers—from the appropriate language to the right medium through which you convey the content.
7. Build a company culture
When defining your brand strategy, you keep your businesses evolution in mind. Thinking about the future of your business helps to determine the brand foundation. For example, if your brand will potentially offer more products that speak to diverse audiences, you want to consider a brand architecture that allows for this.
8.Increase the perceived value of your products or services
A branded business often not only provides a product or a service but an emotional benefit to its customers, such as Freedom (Harley-Davidson) or an environmentally friendly way of life (Patagonia). When done right, your brand is not primarily about the product anymore but becomes part of the customer’s self-expression, which makes your offer more desirable.
9. Know how to expand
The development of your company is taken into account when defining your brand strategy. This helps determine an appropriate foundation for your brand. If your brand may offer more products that target different audiences in the future, you should consider a brand architecture that allows for this.
10. Simplify decision-making
When you run a business, it is easy to be overwhelmed with possibilities. Which social media channels should you post on? What marketing materials do you need? Your brand strategy helps to prioritise. The actions your company takes should reflect your brand personality and values and serve your target audience.
If you are interested in finding out more about branding and brand strategy, you can contact me, here.