There are many misconceptions that a brand only refers to the name and logo of a product or a service. A brand is more than just the overall look of your business, but more of the intangible elements – how you feel, and more importantly, how the rest of the world feels, about your product or the service you are offering.
You may think that this makes brand strategizing more daunting, but do not be intimidated. Just following these tips on how you can create a strong brand:
- Know Your Purpose
Not just define what your business promises to deliver, but be more specific by being explicit with the functional (what is your product/ service offers) and intentional (why this product/ service is important to you and your customers) purposes of your brand. The more specific you are with your purpose, the better your brand will stand out above the competition.
- Align Your Message
In this digital age, it is tempting to share a funny photo or a viral video on your social media accounts but have you stopped and thought if the post helped in your brand positioning? If a post does not align with the message your brand is identified with, you run the risk of confusing and losing your potential audience. The best way to achieve consistency in your brand is to create a style guide that would help you position your product or service with its unique voice, color scheme, etc.
- Find Your Emotional Voice
Your brand should have its emotional voice— elements which help you connect with your customers on an emotional level. Do you wish to convey peace of mind? Belongingness or loyalty? How about making life easier? Emotional triggers could build or bring down your brand. Take Apple for instance. The digital giant has built a strong following of delighted customers that rarely a few remember that they have had their share of flops in the past.
- Strategic Balance
While consistency is key to brand strategizing, being adaptable to change is just as important. The change referred here is the ability to stay relevant, make adjustments which would allow you to build and maintain interest from your audience. Don’t be afraid of change. Engage your followers in innovative and exciting ways.
- Watch The Competition
Well, not too closely. While keeping tabs on the competition can help you improve your brand strategy, it is equally important not to fall into the trap of becoming a copycat and follow their every lead. Enhance your brand with its defining voice while staying in tune with what works with the competition.
At the end of the day, your brand strategy should have one basic but very valuable characteristic: that it creates a positive relationship with your existing and potential customers. Your product or service may not be the only one of its kind in the industry, but your brand has something unique to offer that these other ones do not have. Find that uniqueness, translate it into your brand and you have a powerhouse in your hands!