Whether you’re starting a new company or are looking to revamp your current company’s look and feel, branding is an important part of your business’ identity and overall marketing strategy.
Before determining what, a brand strategy is and what you need to know to make your business stand out, let’s define what a brand is. A brand is more than just a logo or tagline? Is it your website?
A brand is a service or product’s representation in terms of memories, stories, feelings, expectations, and relationships. These factors combined determine the consumer’s decision to use the service or product, as well as their overall perception of the business.
Now, what is a brand strategy? A brand strategy is a part of marketing your business that determines its foundational elements. These are things like the logo and tone of voice, and can ultimately be used to create content and market your product or service.
Branding is creating an experience for your ideal customer in terms of your product or service. In today’s blog, we’re delving into everything you need to know about how to create a strong brand strategy, using 6 important elements. With this at the core of your business, you’ll be memorable and gain more business as people engage with your brand.
1. Look Into Promotional Products
Are you attending a conference, fair, or other related gathering where you will have the opportunity to market your business? Promotional products are a great way to show off your brand and remind the consumer of your existence with tangible products that they take home and look at constantly. It’s a form of advertising that will work wonders in solidifying your brand.
“If you’re interested in creating a physical representation of your brand, another benefit is that they are low-cost and high-interest,” according to Myron.com. It’s important to consult an expert in the field so you know what products work for which circumstances, and what doesn’t.
2. Determine Brand Voice
What kind of business are you running? Is it a serious or playful one? Is it informative or a jokester? Your tone of voice is a huge part of your brand strategy. This refers to how your business will sound on social media posts, or when interacting with customers.
Your brand voice is essentially the personality of your brand. Treat your business like a human and give it characteristics to make it sound as personable as possible to your audience.
3. Choose Brand Colors
Now it’s time to choose your brand colors! Your brand colors lay the foundation of your graphic designs, including your logo. Choosing brand colors will help your messaging on social media and on your website look more cohesive and coherent. Brand colors also make your brand more recognizable, as the visual colors psychologically register more with an individual’s memory.
4. Develop a Brand Identity
What does a brand identity mean? It is the foundational features that make it unique, such as a logo and fonts.
Your brand’s logo should follow important design principles such as color, space, form, clarity, and consistency. It should also be flexible and functional for a variety of situations and circumstances in terms of graphic design. Your logo should be able to be applied to everything from a graphic to a t-shirt, and look good anyway. The logo should also be memorable and recognizable; you don’t want to create a logo that isn’t clear or looks similar to another brand so it isn’t recognized.
Fonts are also an important aspect of brand strategy, mostly because they must stay consistent. This is something that is sometimes easily overlooked but can make a huge difference on your website or with graphics. Choose a font that is easy to read and versatile, but also has a bit of personality.
5. Come Up With a Name
Your brand’s name should align with your mission in some way, tying your brand story and making it easy for consumers to understand what you’re about. Having trouble coming up with a name? Try brainstorming a few words that describe or represent your brand. From here, think of creative ways to spin them to make them into a word people can remember.
6. Create Your Brand Story
Your brand story gives your company depth and background in personality. It consists of your history beginning with your founding, your mission, and your reputation. Your brand story is a big part of what makes your brand unique and memorable. People want to identify with a brand, so be sure to make your story relatable.