To all marketers out there preparing their brand strategies for 2022, these tips will come to your rescue.
The significance of branding has increased multifold in the last decade. Online branding is crucial these days as it’s the best way to get more exposure for your brand on all levels of marketing, including search and social.
Now, branding is equally important for small and large businesses. But, many business owners only perceive branding as a logo and don’t realize just how important it is. Little do brands realize that many successful businesses actually have strong branding strategies in place. Successful branding ensures benefits like a strong online and offline identity, personality, and a point of difference. These are all key factors to help your business stand out from the crowd.
But, if branding isn’t just a logo, what it is then? And, how do you create a branding strategy for the year to come? You’ve come to the right place to get answers to these questions.
First things first, let’s make sure we’re on the same page with what branding means.
Now, we’ve already said that business owners wrongfully perceive branding as creating a logo. But, if it isn’t just a logo, what is it then? Well, branding is basically a marketing practice of actively creating and shaping a brand. It is a marketing concept that helps consumers identify a company, a product, or even an individual in the case of personal brands. In other words, branding is what makes your brand trigger a set of perceptions among consumers about your company.
What goes into branding? There are many elements that go into branding, and they all have the purpose of connecting your audience with your company in a way or another, including
- Your brand’s mission and values
- Your logo
- Your website
- Business cards
- Personalized product packaging
- Event flyers.
Why is branding important? For many reasons, including:
- Helping you stand out from the competition
- Building brand recognition
- Creating a consistent brand experience for your customers
- Creating a connection with the audience to turn it into loyal customers.
That being said, let’s move forward to developing a branding strategy.
Tips for developing a branding strategy in 2022
Now you know what a branding strategy is and why it is essential for your business to have one. But, you’re likely wondering what the right way to build a strategy is. We have a few tips on that.
Define your brand purpose
Whether you’re a new or an existing business, the first step you need to take is to get a clear idea of your brand purpose. In other words, you need to know precisely why your business exists. If you’re not sure what your purpose is as a brand, it can be challenging to convince your customers that your company is worth buying from. After all, if you don’t know what sets you different from your competitors, why should consumers choose you over your industry rivals?
When you realize that your brand purpose is your unique positioning, you realize just how important it is to spend some time asking yourself questions like:
- Why does my company exist?
- How does my company engage with clients?
- How does my company operate?
- What future does my company want to create and how?
The answers to all these questions are your brand heart and help your brand stand out from the crown.
Identify your target audience
No matter what year we’re in, you’re making a huge mistake if you think that “everybody” is your target audience. Having a clearly defined audience is your best shot to use branding to grow your business.
Here’s the deal: when businesses try to address everyone, they basically fulfil no one’s needs. Your company, product, and brand, simply can’t be for everyone because consumers have different needs, expectations, values, and so on. The more diverse your target audience is, the more diluted your marketing efforts will be as well.
The same goes for your branding strategy. You can’t expect all consumers to like your logo, website, or missions. So, you have to research your target client group and learn as many particular characteristics as possible, including their perspectives, priorities, and needs. Next, once you know all that, you can put your branding messages in a language that resonates with them. A branding agency New York can help you with getting this step right.
Put your brand strategy on paper
Well, not precisely on paper. Electronic documents work just fine. After all, we live in the 21st century, but do make sure to document your brand strategy somewhere.
It may sound obvious, but many businesses don’t realize the importance of having a documented strategy and instead only use a verbal one. But, this is a huge mistake that can put some obstacles in your way.
Without a hard-copy strategy, it’s difficult for marketing teams to work efficiently, make informed decisions, or even track their results.
So, don’t just have a meeting about your branding strategy but create a documented one as well.
Develop consistent messaging
Consistency is key in the business world, and all entrepreneurs know that. When it comes to branding, the story is the same: you need to be consistent.
Think about it: your brand is your company’s identity. If you’re not consistent with your tone, copy, how you address consumers, and your messages, wouldn’t that confuse your audience? We’re sure the answer is “yes”. When you develop a branding strategy, you need to keep consistency in mind. Everything from your logo to website, mission and values, and messaging need to resonate with each other. Plus, make sure that you use the same tone, voice, and messaging across different channels as well, from your website to your social media or SMS marketing texts.
Build a strong visual identity
Visual identity is essential. Think about it: when you see a bottle of soda with a red label and white text, don’t you immediately think of Coca Cola company and its products? We’re guessing yes, and this is how powerful visual identity is in branding.
Each brand needs one. From logo to a tagline, colour palette, imagery, and the overall look and feel of your visual designs will create your visual identity. Remember that it’s essential to be consistent with your design elements as well, not just with your messaging.