What Is A Brand Strategy?
A brand strategy is creating defined goals that are a direct result of the success of your branding. Let’s break that down a little more; your long-term brand strategy might be to raise awareness and preference of your business through the promotion of your brand.
Branding isn’t just about the logo, color selection, and brand guidelines. While those are all important aspects of a brand strategy, it’s more about the intangible, the feeling someone gets when they think about your brand that really makes your strategy a success.
Key Components Of A Strong Brand
Unique – Your brand should be distinct from your competitors and uniquely you.
Memorable – Break out of the monotony with a brand that people are going to remember.
Scalable – Growth of your brand alongside your company will save you time and money in the long run.
Evolvable – Your brand should be able to evolve to gain competitive advantage.
Good Synergy – All of the elements of your brand should work together cohesively.
Behind every brand should be a clearly defined purpose that bleeds into everything you do. Why does your business exist? What greater purpose do you serve? Answering these questions can help you define your brand’s tone and voice moving forward. If you care deeply about your community and its part of your brand’s values, you can work this into your strategy. Working on community efforts and making sure you incorporate those events across your social media, website, values, and more can help build your brand with the essence of community importance involved.
This can be used for any brand purpose you need. Another example would be eco-friendliness. If eco-friendliness is important to your brand, you should showcase this within your products or services, sponsor efforts or events that are about helping the environment, and make company goals around this.
Your brand’s tone, voice, colors, logos, and purpose should all be consistent across your entire brand. This includes your website, social media, office, events, marketing materials, and more. For example, if your brand’s voice is friendly and informal, you may want your social media copy to follow these rules but your website to be in a more formal and authoritative voice. This could cause some confusion not only for potential customers but also for prospective employees when your voice, while consistent, might change slightly depending on the medium you are working on. For example, while your LinkedIn page should maintain your friendly tone, it might be slightly more formal when promoting a thought leadership piece. This is only natural for the material being presented and the platform it’s shared on to vary slightly.
Think of your company’s tone, voice, colors, logos, and purpose as yourself. Sure, when you go to an event, you might dress up more and speak a little differently than you would if you were hanging out at home with your family, but you still have a general style and dialect about yourself that is the same in both scenarios. This should be the same with your company. While certain aspects might change in different scenarios, the fundamentals stay consistent.
Just like most individuals, your company will need to evolve as things in the world around us change. You might be thinking, how can I be consistent with my brand but also evolve? Think about it like this: you need to be consistent, not stagnant. This means that evolving your brand over time can help you stay ahead of your competitors and stay relevant in an ever-changing market.
When creating your brand strategy, the most important thing is to take a step back and see that your brand is more than just a logo and some brand guidelines; it’s truly your company’s identity and what people are going to think, feel, and see when they interact with your business. At Digital Hyve, we specialize in creating brand strategies that convert well into the future. If you are interested in talking to our digital experts or want to learn more about this topic, chat with us here.