Brand Development Strategy: How to Build a Unique Brand Identity
You’ve made the first major step in launching your brand development strategy. Now, how to turn this new brand to an endearing name to your target customers?
Brand identity refers to the way you package and sell your products or services. It’s the perception that consumers will have in their minds about your offerings. And with almost every industry today having stiff competition, you’ll need to set your brand apart to attain critical mass and stay on top of the game. Here, you can find all the needed information about brand development, from the definition to the strategies you can apply to achieve success.
Brand Development Definition in Business
Brand development is a continuous process aimed at establishing, growing, and strengthening a product’s or service’s position on the market. It is the foundation for any business that involves careful analysis, creativity, and dedication.
Brand Development Strategy: Guide for Building a Powerful Brand
Now that we’ve covered the basics of brand development let’s dive into how you can create a unique identity for your brand. Here are the ten great tips to note.
Look at Your Overall Business Strategy
Your branding approach should be based on your business strategy. That is, the roadmap you laid out (decision, processes, and actions) to accomplish your business goals.
Your branding efforts should be easy to understand, and it will happen only when you have a clear idea of the direction that you’d like your business to head to. If you don’t already have a strategy for your venture, make one before you start on brand development.
Research on Your Target Customers
Your business must serve a particular demographic. So, it’s not enough to say that you produce goods or services for everyone. You need to define your target consumers.
With a narrow focus, your business will grow quicker than with no target audience at all. But how to identify your target group? You need to do some research. When you complete in-depth analysis, you’ll not only know who your customers are but also their needs and priorities.
Therefore, you will be able to figure out the best way to package your brand message. A well-defined target market with proper analyses will ensure you have fewer risks associated with your brand development.
Project the Image You Want Your Brand to Have
As a small business owner, you most likely have a vision of where you want your business to be soon. You can use this image that you want to achieve as a way of getting new customers today.
For attracting those consumers that purchase from giant brands, you will need to project your brand as large and trustworthy. However, remember that there’s a fine line between projecting a good image in line with what you plan to achieve and lying.
Design a Logo and Tagline for Your Brand
If your brand is to become memorable, it must have a catchy design. Think about the most popular brands on the market today. For example, Apple, McDonald’s, KFC, Amazon, Pepsi, and so on. One thing that you will notice is that they have unique logos and catchphrases. But what is a logo, and how to create one?
A logo is a small marking or symbol that a brand adopts as a way to identify their products and business as a whole. Logos can be in the form of letter marks, pictorial marks, wordmarks, abstract marks, mascots, etc.
You will find branding images of any company on its site, social media pages, or merchandise. You can come up with your logo by yourself or get some professionals to do it for you. We help out with all sorts of branding tasks, including creating compelling logo designs and style suggestions.
Build a Website if You Don’t Already Have One
Having a company website is also crucial in identity marketing, even if you don’t generate most of your sales online. For one, it provides potential clients with information about your products or services. Second, it is also where you put up pertinent information, such as your location and contacts.
By having a website, you can reach more clients through SEO and SEM strategies. A site is a very efficient brand development feature, and we can help you with the website creation as well.
Pay Attention to Your Social Media Presence
Almost half of the globe’s population is on social media. That translates to a good percentage of your target clients being on popular social networking platforms, such as Facebook, Twitter, and Instagram.
Social networks provide amazing possibilities to push your brand image, and it is not just for small businesses but for everyone. Keep in mind that people will remember you from what you post on your pages. So, use good-quality images and catchy captions. Also, you can offer quick customer support on these platforms. Most of all, add new posts regularly to keep your audience engaged.
Invest in Content
There’s been significant hype around content marketing in recent years. And it’s not without reason. Content has been proven to drive profitable customer decisions.
You can use content, written or in video form, to deliver valuable information about your brand to specific audiences. Content is especially important if your brand is all about creativity, freshness, and innovation.
Be Consistent in your brand development
The one attribute that is synonymous with a powerful brand statement is consistency. You must be consistent in what you project plus the quality of your offering.
If, for instance, you are known for selling high-end fashion items, coming up with a low-cost line will be going against the brand image you’ve created in people’s minds. Inconsistencies can damage the years of investments you’ve already put into brand building. Before you release anything into the public, analyze the impact it will have on your entire brand.
Reward Your Brand Advocates
Your brand ambassadors do a lot of work for your business. So, just like your in-house employees, it’s important to recognize their efforts and reward them.
There are creative ways to reward your brand advocates that don’t necessarily have to be monetary. Such moves can drive competition among your advocacy team and, as a result, create more positive buzz around your brand.
Track Progress and Adjust to Changes
As stated earlier, brand development is a continuous endeavor. That’s why this last step is critical. Many times, businesses implement good strategies and leave them at that. As the business grows, you become caught up with serving clients, and branding is shoved to the side. Soon, it is all but forgotten.
So, for every strategy you implement, make sure to track and refine it when necessary. Start tracking right from the implementation stages to the time you see results.
Using a Brand Development Agency vs Doing Your Own Branding
Thanks to the internet, you can find a good brand strategy template to guide you. You can also find countless brand strategy examples across different industries. So, if you are willing to learn, put in time, money, and effort, you can do a pretty good job of branding. But even with a great brand identity template, the tasks involved in branding might be outside your scope of expertise, or you may be shorthanded.
In this case, hiring a branding company or branding professional makes sense. A company or individual who specializes in branding will give you invaluable counsel, as well as guide you through the complex process of defining what your business stands for, a step that is integral in brand strategizing.
Brand Development in a Nutshell
And here is the most crucial information about brand development. The lines below will help you to summarize your understanding of brand identity and the processes involved in building one.