A company branding strategy (a.k.a. brand development strategy) is a business tool that boosts performance for your marketing efforts with a series of long-term goals. Implemented properly, it will lead to stronger interest from consumers, and build a platform for business growth in the long term. The essential baseline for developing your branding strategy is to have a detailed, broad-range view of your market. In order to effectively create the right messaging and positioning for your brand, consider the following steps in developing your branding strategy.
Three-Phase Approach to Setting a Brand Strategy
The opinion customers have of your brand is known as brand positioning. Understanding and altering it is one of the first phases of developing a branding strategy. Positioning and messaging are essential elements of successful brand promotion, but messaging comes as a second phase. On the contrary to what many believe, branding is the result of this combination, along with other tools. For example, whatever strategy you organize, set SMART goals.
Positioning
Let’s start with positioning. Positioning is a company introspection tool, built around the creation of a positioning document. This record should help you articulate the advantage of your brand’s products or services and why your solution is stronger than what your competitors have to offer. A good positioning strategy should be relevant, clear, unique, desirable, and deliverable. Positioning is not likely to change frequently.
Messaging
The positioning sets a strategy, while message development is a method adapted to the market. Messaging is designed to evolve constantly and can be altered and optimized more often. Messaging includes a few statements that strengthen why your brand has a great product or service to offer. It highlights the fundamental features that your buyers will recognize, like your brand, product, and values. A solid messaging plan should have an inside-out approach, tell your story, and be direct. Coca-Cola showed its positioning via an evolving message over the years, and now, they are one of the most iconic brands in the world.
Branding
At this point, your business proposition seems clear and distinct. The last step is branding, building what your customers identify as being you. It is the personality that you communicate through your messaging and actions. Your logo, colors used, tagline, website, all these and other aspects are a part of your brand.
Branding is about creating a defined identity for your company both for external and internal reference. In a nutshell, branding is your mission, values, and what makes you special and unique. Branding can’t exist without a positioning and messaging strategy.
Tools for Your Brand Strategy
Your brand needs to stand out from the crowd, and for that, you can use these nine tools to succeed and establish your plan.
List of Brand Tools for Positioning and Messaging
- Audio branding tools, like a short melody or sound effect
- Video branding tools, like client testimonials
- Offline marketing tools, like business cards or publishing a book
- Online marketing tools like social media marketing, virtual events & webinars
- Visual branding tools like your logo or color palette
- Content marketing tools like emailing or blogging
- Brand activation, like selling clothing or other merchandise with your logo and tagline
- Event branding tools like Google Analytics and post-event surveys
- Word-of-Mouth marketing tools like networking
Invest in a Strategy that Suits Your Brand Positioning and Messaging
The web offers thousands of online webinars and “easy” training that promises to assist you in building the right strategy. Still, you’re best served by utilizing the help of a marketing professional who can empower you to gain considerable time. A PR agency has an extensive view of the global market (competitors, niche, tools, etc.) and the required experience in communication and marketing.
For a solid strategy, deliver it to professionals who will customize those tools to your brand’s needs and reach the right target audience. GYC Vegas works with national, regional, and local companies of all sizes – from startups and small businesses to multinational corporations.
Contact our public relations agency with specialized support in strategic PR, marketing, branding, community relations, special events, and more to lead you to achieve your goal.