You’ve heard that every business needs a branding strategy, and now you’re ready to bake up your own. You might be wondering where to start and what to dump into the mix.
You’re in luck, because today the How to Build a Brand branding experts are talking about the 10 essential ingredients necessary for whipping up a delicious (a.k.a. profitable) branding strategy.
The 10 Elements Every Branding Strategy Needs, Plus a Bonus
As you begin to create the branding strategy that will unite your team members in a common branded language, as well as your loyal clients in testimonials, referrals, and word-of-mouth advertising, you will need the following:
- Ideal Client Profile: Ask anyone who has worked with less-than-ideal clients, and you’ll get a feel for how miserable life and business can be. On the flip side, ask someone who targets and does business only with their ideal clients, and you’ll hear stories of a person living their passion. Create a profile of your ideal client (gender, age, geographical location, career, etc.) and build your branding strategy to attract and serve that person.
- Visual Identity: Imagery speaks a language that is much more deeply ingrained in the human psyche than any other form of communication—including the written word. Your branding strategy should include not only a plan for a professionally designed logo, but for the colours, shapes, lines, and fonts that will be included in that logo and all visuals associated with your brand. Every element carries significance, and with attention to that detail, your ideal clients will feel drawn to your brand.
- Memorability: Include provisions in your branding strategy that will promote the total recall of your brand when a need arises. Accomplish this by making it clear what problem your brand solves, by creating visual elements that are easily recognisable, and doing it differently than the competition. Set your brand apart whilst presenting it to your target audience frequently enough to keep it top-of-mind.
- A Marketing Plan: A brand’s message is only as good as the exposure it’s given and the audience it’s presented to. A brilliant marketing plan, backed by research and analytics, will drop your brand right in the laps of your ideal clients. Have a plan. Be flexible. Try something the competition is overlooking or avoiding.
- Brand Culture: When a company’s entire team believes in a common goal (as well as the plan for achieving that goal), a branding strategy comes together to make a business more credible, visible, and profitable. No matter in what realm a client, potential client, or referring consumer encounters a brand, the message received should be the same, thanks to a culture that runs deep…so deep that it becomes second nature for everyone involved.
- Values: Name your corporate values in your branding strategy (as well as your top, #1 most important value). A few examples of corporate values are integrity, creativity, promptness, and fun. Once your values are established, include ways to convey them in every aspect of your brand. This will ensure that you attract team members, affiliates, and clients who share those values (and who will therefore see the full worth of your brand and will spread the word to others who share those values).
- Story: Human beings learn through story. We cherish story. We look for one in every experience. As your brand conveys its story through your branding strategy, it will endear itself to those who can identify with the story, and who are moved, emotionally, by its events.
- Message: The best brands not only have something intriguing to say, they make that message clear and they convey it through every medium, including video, audio, text, imagery, website, and social media.
- Benefits: Every consumer wants to know “What’s in it for me?” And every branding strategy should answer that question clearly, succinctly, and in the language that will be best understood by its target audience. Net value is the difference between what the consumer invests and what he receives. He must feel that the benefits outweigh any investment, and your branding strategy should include methods for demonstrating this.
- Personality: The days when corporations could hide behind their logos, and still enrapture consumers into buying, are gone. People want to make connections with people. They want to find commonalities, as well as reasons to respect and trust the personality behind the brand. Infuse your branding strategy with your personality, and include provisions for personal branding.
And now for the bonus, the frosting on the cake, the sprinkles on top… Mix all of the above ingredients and carry out every element of your branding strategy with CONSISTENCY. When all of your messages adhere to your branded language, convey your brand message, demonstrate your corporate values, display your brand colours…you will make a CONSISTENT impression on those you reach.
Ready to learn more about creating and carrying out an effective branding strategy? Then might we suggest enrolling in our B.R.A.N.D. Kick Starter Online Masterclass? It’s a simple way to gather the information necessary for moving your brand forward. Register now at https://bit.ly/GetVisibleNow.