Planning your brand strategy will involve the following:
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By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.
1 – Purpose
Functional and intentional purpose of the brand, eg: to make money and to perform acts of good will whilst making money. In other words to impact the environment surrounding the business. This environment may consist of clients, staff or a community within close proximity of the business.
2 – Consistency
In an effort to give your brand a platform to stand on, you need to be sure that all of your messaging is cohesive. Ultimately, consistency contributes to brand recognition, which fuels customer loyalty.
3 – Emotion
Finding a way to connect to your customers on a deeper, more emotional level will help them make a purchase decision. Do you give them peace of mind? Make them feel like part of the family? Do you make life easier? Use emotional triggers like these to strengthen your relationship and foster loyalty.
4- Flexibility
In this fast-changing world, businesses must remain flexible to stay relevant. On the plus side, this frees you to be creative with your campaigns.
5- Employee Involvement
As we mentioned before, achieving a sense of consistency is important if you wish to build brand recognition. And while a style guide can help you achieve a cohesive digital experience, it’s equally important for your employees to be well versed in the how they should be communicating with customers and representing the brand.
6- Loyalty
If you already have people that love you, your company, and your brand, don’t just sit there. Reward them for that love.