Developing a good branding strategy will help prospective clients learn about what you stand for, the promises you plan to deliver on, and the personality of your business. You can start your brand strategy by asking the question, “if your brand was a person, how would you describe it?”
DEVELOPING YOUR BRAND PERSONALITY
You’ll want to answer this question by determining the tone of voice you want your brand to convey and the visual elements that will match your brand’s personality and tone overall. For example, a brand that wants to convey an energetic and passionate personality will do well to go with red in their branding, whereas companies who wish to appear in touch with nature and health consciousness will likely choose green. Whatever colours, graphics, and typography you choose matters to help convey your brand’s emotional impression. It will also play a role in how you inform viewers about the nature of the brand and what products and services are being offered. Last but not least, the visuals will unify different aspects through consistency.
KEY COMPONENTS OF BRAND STRATEGY
Once you write your brand personality, you can begin developing your brand strategy. First, you’ll need to consider your overall business strategy. Your business strategy will help you identify what type of business you want, how you want it to grow—whether organically or through paid advertisement—and where you want to take your business.
Then, you’ll have to identify your ideal client. Your ideal client will help you paint a better picture of who you’re looking to attract so you can begin building your target audience. You’ll need to understand your target audience so you can anticipate their needs and put out a message that truly resonates with them.
Competition is fierce, and knowing how to position your brand to stand out from the crowd will help you grow. Your messaging strategy will be an extension of your brand position. Your brand will convey one message; however, knowing how to differentiate that message to speak to more than one audience will be crucial in emphasizing the most relevant points and addressing audience-specific concerns.
For your brand to truly resonate, your website will be the most critical brand development tool. Your audience will go to your website first to learn all about you and your brand, what you offer, and who has seen positive results from your business. A website can be a make or break part of the brand strategy because although clients aren’t likely to choose your firm based solely on your website, they are likely to take you off their list of prospects if they don’t like the message you’re sending.
A good brand strategy can differentiate the business professional from the prospective entrepreneur. Let us help you develop a sustainable and functional brand strategy by booking a branding strategy session today!