Branding has advanced far beyond pretty logos and catchy business names. It’s all grown up. Now, it’s all about doing and saying the things that will affect brand perceptions, create memorable experiences, build reputation…and ultimately produce something that people want to engage with.
And because branding is so much more than it once was, there’s more involved with making it successful. Strategic Branding Building is a process suited to today’s branding demands, and so, we’re talking about how to choose the right type of strategic approach for your brand.
Strategic Brand Building, for your Brand
Brands do not engage in strategic brand building with the intention of being average. Instead, every brand that invests in strategic brand building is interested in being number one, top-shelf, leader of the pack. Therefore, it’s important to have the best information and advice before moving forward with this endeavour.
We recommend that only business owners interested in serious growth advance beyond this point. Strategic brand building requires a level of commitment that will see your days be devoured by your brand, your thoughts consumed by ways in which you can advance your brand…and if you’re passionate about your brand, you would probably want it no other way.
So if you’re ready to learn how to strategically plan the building of your brand, here are How to Build a Brand’s top four most useful approaches:
- Collaborative Strategic Brand Building: This approach is far less about new product innovation than about the creation of new feelings about products—through collaboration with the people who buy and use those products. This strategy works to cause people to assimilate themselves with the products and essentially feel “at one” with them. Apple is one company that operates in this manner. You can tell because Apple users band together…as if owning an iPhone were a personality trait.
- Visual Strategic Brand Building: All branding must include visuals; however, those brand strategies that rely most heavily on visuals are generally orchestrated by marketing agencies that have their fingers on the pulse of societal trends and culture. Calvin Klein is one example of a brand that is built upon strategic visuals.
- Experiential Strategic Brand Building: When a brand’s target audience relies heavily on how they feel when interacting with a brand and what experiences they can have whilst relating to it, the brand’s management would be wise to strategically plan its brand strategy around customer experiences. This type of brand building puts the customer experience at the centre of every strategic move. Disney is one company that has built its brand in this manner.
- Centralised Strategic Brand Building: When one umbrella brand oversees a number of brand segments, this seems to be the way to go. Quite formal and tiered to support a central decision-making hierarchy, it creates brand strategies for every product line as each relates to the mother brand. If you were in charge of the brand strategy for Nike (and all of its products), you may favour this method.
One of these approaches will work best for your strategic brand building…but which one? Find out by contacting us. You may also wish to learn more about brand strategies by signing up for a One-Day B.R.A.N.D. Kick Starter Online Masterclass, available here.