A Brand strategy is the long-term plan for the development of the company’s branding in order to achieve specific business goals. For most startups, their priority would be to become visible in their target market and draw more public attention. Many people say that “Visibility creates opportunities”; it is crucial for startups to develop a practical and effective branding strategy to differentiate themselves, so the target market will know of their existence along with the willingness to try their products or services.
A Brand strategy is an approach that outlines and develops brand objectives. Brand strategy is the way a business meets marketing goals, consumer relations and internal promotion. It is a complete design to ensure a company reaches all of its goals.
Branding strategy identifies the way a company presents itself to consumers. It’s important to have an overall process to develop your own strategy so that your brand succeeds. The first stage in this procedure is to identify brand position.
If you’re running a start-up, you should think about the brand strategy from the beginning. Here’s how:
1. Start with positioning
Take a step back, think about how you stand out and find what makes you unique. It’s not about where your brand fits into the market but where your products, services and company culture are positioned.
To understand how positioning works, let’s have a look at one of the world’s most valuable brands: Google. Its products and services are high-end and easy-to-use and the company culture is innovative and aspirational. Google’s branding strategy reflects its market positioning and the company is known for its exploitation of brand positioning.
2. Understand Your Customer
It is also important to understand your target customers. Do some research and find out if there are trending topics among your target customers and if there is a way that you could relate your products/services to that topic. Identify their biggest concerns, does your products/services can help them solve the problem or help them relief? Once you figure out these questions and have a clear understanding of your customers’ expectations, you will see that it is much easier for you to build up a specialized branding strategy.
3. Implement the strategy
You understand your brand, created the logos, key messaging and other brand assets. Now it’s time to roll out your brand inside the company. Ideally, you should have buy-in from other departments during the ideation process, but it’s not always possible to have everyone in the company involved so you’ll need to distribute all the pertinent information.
When you first roll-out the brand, you’ll want to inform everyone about the brand guide and explain the processes behind it. This is a vital part of branding workflows. Be sure that everyone gets informed about the branding guidelines. You’ll need to refer to it from time to time.
4. Understand Your Competitor
As startups, you probably will enter into a battlefield full of competitors. As a strategist in ancient China once said, “Know yourself and know your enemy, you will win every war”. In order to stand out and make yourself seen by your target customers, you will want to know what are your competitors features and how you are different. You may also check some case studies to see how some of them did in the past, is there anything you can learn from or avoid. Your brand is your source of awareness and also your protection from distracting brands in the future.
At Logo Los Angeles, we provide a free consultation about everything you need to know about branding. Feel free to contact us and get your branding strategy done by professionals!