Are you tired of blending in with the competition? Want to build a loyal customer base and increase revenue? It’s time to create a killer brand strategy.
At Quantock, we believe that a solid brand strategy is the foundation for any successful business. We’ve seen firsthand how a well-crafted brand strategy can set a business apart from its competitors and act as a foundation for long term growth. In this article, we’ll share our tips and best practices for creating a brand strategy that will elevate your business to the next level and leave your competitors in the dust…
1. Conduct Market Research and Define Your Target Audience
First things first, you need to know who you’re talking to. That means conducting market research to understand your target audience’s needs, preferences, and behaviours. Whether you’re doing focus groups, surveys, data analysis, or social media listening, the key is to get inside the minds of your customers. By using a variety of research methods, you can gain a comprehensive understanding of your target audience’s needs, preferences, and behaviours.
One critical concept to keep in mind when conducting market research is psychographics. This means understanding the psychological factors that drive consumer behaviour, such as values, attitudes, and lifestyle choices. By tapping into your target audience’s psychographics, you can create marketing messages that really connect with their specific needs and interests.
Another important consideration is segmentation. This involves dividing your target audience into smaller groups based on shared characteristics such as demographics, psychographics, or behaviour patterns. By segmenting your audience, you can create more targeted and effective marketing messages that speak directly to the needs of each group.
Patagonia has established itself as a sustainable and socially responsible brand.
2. Define Your Brand Purpose and Values
It’s time to get philosophical! To truly connect with customers, you need to have a clear and meaningful purpose that aligns with your business mission. Your values should reflect your purpose and guide everything you do as a brand. This is where Simon Sinek’s Golden Circle model comes in. By starting with your “why” (purpose), you can define your brand’s values and then move on to the “what” (products or services).
When defining your brand purpose, it’s important to consider the emotional benefits that your products or services provide. Think about how your brand can improve people’s lives, solve their problems, or fulfil their needs. By tapping into these emotional benefits, you can create a purpose that truly resonates with your customers.
Once you’ve defined your purpose, it’s time to define your values. Your values should reflect your purpose and guide everything you do as a brand. They should be consistent across all your marketing messages, visuals, and interactions with customers. Some common brand values include honesty, authenticity, innovation, and sustainability.
One great example of a brand that has defined its purpose and values is Patagonia. With its mission to “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis,” Patagonia has established itself as a sustainable and socially responsible brand. By aligning their values with a greater environmental cause, Patagonia has successfully built a loyal customer base who shares their values and is willing to pay a premium for their products. This is a powerful example of how a brand can connect with customers on an emotional level and make a meaningful impact on the world.
Nike’s “Just Do It” tagline communicates their brand’s values of determination and self-improvement in just three little words.
3. Develop Your Brand Positioning and Messaging
Let’s face it, the marketplace is a crowded and noisy place. It’s not enough to have a good product or service – you need a clear and compelling brand positioning that sets you apart from the competition. Your brand positioning is essentially the unique space that you occupy in the minds of your target audience.
To develop a strong brand positioning, you need to understand your USP (unique selling proposition), which is what sets your brand apart from competitors. Your USP should be a clear and concise statement that communicates why your product or service is different and better than what’s already out there.
It’s important to note that USP is different from UVP (unique value proposition), which is a broader statement about the unique value that your brand delivers to customers. Your UVP encompasses your USP, but it also takes into account other aspects such as your brand’s mission, vision, and overall value to customers.
Once you have your brand positioning nailed down, it’s time to develop a messaging hierarchy that includes your brand promise, tagline, and key messaging points. Think Nike’s “Just Do It” tagline, which communicates their brand’s values of determination and self-improvement in just three little words. Your messaging should be consistent across all channels and should be tailored to your target audience’s needs and preferences.
Remember, your brand messaging is not just what you say, but how you say it. Use tone, voice, and language that resonates with your target audience and aligns with your brand’s personality and values. By developing a strong and consistent brand messaging hierarchy, you’ll be able to build brand awareness and loyalty that lasts.
Coca Cola’s iconic red and white colour scheme is instantly recognisable around the world.
4. Develop Your Visual Identity and Brand Voice
Your brand’s visual identity and voice are crucial elements that communicate your brand’s personality and values to your audience. A well-developed visual identity and brand voice can set you apart from competitors, build brand recognition, and create a consistent brand experience for customers.
Your visual identity includes your logo, colour scheme, typography, and other visual elements that distinguish your brand from others. Your logo is often the first thing people associate with your brand, so it’s important to make it distinctive and memorable. When developing your colour scheme, consider the psychological effects of colours and how they can communicate different emotions and meanings to your audience. Typography is another essential element of your visual identity, as it can evoke different moods and associations depending on the font style and size.
Equally important to your visual identity is your brand voice. This refers to the tone and style of your communication across all channels. Whether you’re posting on social media, creating ads, or interacting with customers, your brand voice should be consistent and reflective of your brand’s personality and values. Are you fun and playful, or serious and professional? Do you use slang and colloquial language or stick to formal, business language? By defining your brand voice, you can create a consistent and memorable brand experience for your customers.
One example of a brand that has successfully developed its visual identity and brand voice is Coca-Cola. The company’s iconic red and white colour scheme is instantly recognisable around the world, and its distinctive cursive logo has remained virtually unchanged since the late 1800s. Additionally, Coca-Cola’s brand voice is friendly, optimistic, and inclusive, which reflects the brand’s commitment to promoting happiness and togetherness. By consistently using its visual identity and brand voice across all marketing channels, Coca-Cola has built a strong and recognizable brand that resonates with people of all ages and backgrounds.
To ensure consistency across all channels, it’s important to develop clear guidelines for your visual identity and brand voice. These guidelines should outline the specific colours, fonts, tone, and messaging that represent your brand. By creating these guidelines, you can ensure that all aspects of your brand are cohesive and reflective of your brand’s values and personality.
5. Plan Your Marketing and Communication Strategy
It’s time to get the word out! A strong marketing and communication strategy is essential to building brand awareness and reaching your target audience. That means choosing the right marketing channels, such as social media, email, and content marketing, and developing a content marketing strategy that aligns with your brand messaging and values.
Don’t forget about influencer marketing, either. Partnering with influential individuals in your industry can help you reach new audiences and build trust with potential customers.
Your brand strategy isn’t set in stone. It’s important to regularly evaluate your strategy’s performance and make adjustments as needed. That means measuring key metrics, such as website traffic, social media engagement, and customer feedback, and using that information to tweak your strategy.
A solid brand strategy is a key foundation for a successful business. By conducting market research and defining your target audience, defining your brand purpose and values, developing your brand positioning and messaging, and developing your visual identity and brand voice, you can set yourself apart from the competition and build a loyal customer base. Remember to keep your messaging consistent and tailored to your target audience’s needs and preferences…
Don’t be afraid to reach out to us if you need some help straightening out your brand strategy – and be sure to check out next week’s content, where we’ll be taking a deep dive into the wonderful world of brand awareness – don’t miss it!