Leading with strategy is crucial when building a brand because it sets the foundation for the entire branding process. A well-thought-out strategy can ensure that the brand is aligned with the business goals, target audience, and competitive landscape, and that it stands out and resonates with customers. Without strategy, a brand may lack direction and consistency, and may fail to differentiate itself from competitors or appeal to its intended audience.
In this blog we will explore key factors that are evaluated in the strategy phase of building a brand, and how they can impact the creation of the brand as a whole:
Business Goals
Business goals are the objectives that a company wants to achieve through its branding efforts, such as increasing revenue, expanding market share, or enhancing reputation. A clear understanding of the business goals can help shape the brand’s message, values, and visual identity, and ensure that they are aligned with the company’s mission and vision. For example, if a company’s goal is to increase revenue by targeting a younger audience, the brand may need to adopt a more modern and playful tone of voice, and use bright colors and bold graphics to appeal to that demographic. If the company’s goal is to be perceived as high-end, they might adopt more of a luxurious color palette and use a sophisticated tone of voice.
Competitive Landscape
The competitive landscape refers to the market and industry in which the brand operates, and the other brands that it competes with. A competitive analysis can help identify the strengths and weaknesses of the competition, inform the brand’s positioning, messaging, and visual identity, and ensure that it stands out and differentiates itself. For example, if the competition is dominated by established brands with a conservative image, the brand may need to adopt a more edgy and unconventional identity to stand out and appeal to their target audience. Of course, there’s always risk with being edgy or doing something different than industry standard, but with the way things are headed, branding and marketing is changing and brands are becoming edgier by the week. This leaves brands with more creative freedom than ever before.
Brand Personality and Values
The brand personality and values are the attributes and characteristics that the brand wants to embody. Some examples would include: trustworthy, innovative, reliable, and caring. A clear and consistent brand personality can help create an emotional connection with customers and differentiate the brand from competitors. For example, if the brand wants to be seen as innovative, it may need to use bold and unconventional colors and typography in its visual identity, and use a tone of voice that is forward-thinking and visionary.
Brand Messaging
Brand messaging is the way that the brand communicates its value proposition, benefits, and key messages. A clear and compelling brand messaging can help communicate the brand’s unique selling proposition, and create a connection with the audience. For example, if the brand wants to communicate its commitment to quality and craftsmanship, it may need to use a tagline that emphasizes those values, such as “Crafted with Care” or “Quality That Lasts.”
Without a proper brand strategy, a brand risks a marketing approach that lacks direction and consistency, along with failing to differentiate itself from competitors. This would be a recipe for disaster. A brand needs a clear vision and strategy to welcome all potential customers, and as soon as they reach their targeting audience they can draw them in to being a true supporter of the brand. Brands can do this with the right messaging, consistency, and differentiation from their competitors.
