A brand is not one individual thing, but a combination of many elements that build a specific unified image, expectation, and promise that is made to the public.
A brand should communicate clearly to a customer exactly what they can expect from your product or service. It is a combination of both visual and verbal elements that differentiates you from your competitors.
Are you a new company that has something unique to offer? Or, have you been in business for a long time and offer that secure sense of experience and reliability? Is your product or service inexpensive or do you offer a level of customer service that people are willing to pay top dollar for?
You can’t be all things to everyone. Your focus should be on your target customer, their needs, expectations and what your brand can do for them. That may mean doing some market research so that you know and understand the demographics of your target market.
Your corporate logo, tagline, website, packaging, e-mail signature and marketing materials are all part of your brand strategy. How and where you plan to advertise along with what you communicate are an integral part of your branding as well.
Consistency in how you put all these elements together is what leads to a strong brand strategy. One example of this is the Apple brand. Because Apple has built a powerful brand strategy, it has become associated with innovative product development, simplicity and imagination among a loyal following of customers.
In a competitive business climate, it’s more important than ever to create a strong, positive brand image which the public will recognize, remember and say nice things about. A strong brand strategy is all about a certain level of trust that […]