In this day and age, it is very important for businesses to create a strong and recognizable brand identity. Due to the rise of e-commerce and social media networks, consumers also have a lot of choices. As the competition gets tougher, businesses may find it challenging to grab the attention of potential customers in the digital world. This is where an effective brand strategy can make a huge difference.
To stand out from others in the industry, you need to make a positive impression on the target audience and engage them quickly as well. It’s essential to create recognition across digital and print mediums and gain the trust of consumers in a short time. The first step to a successful brand strategy is research within the industry. Before anything else, you should take a look at what your competitors are doing.
This can give you an idea of how the audience or consumers may perceive the brand or business. To make this easier for you to understand, let’s discuss the how, what and why of creating an effective brand strategy.
How to Build A Recognizable Brand?
Think of some of the most popular brands in the world like Coca-Cola, Apple or Adidas. Chances are that you can probably pick out their logo, brand colors or icons anywhere. These are some elements that make the products stand out in the market. So how have such brands managed to gain global recognition? Firstly, they offer people an experience that can last for a long time. Other than that, the companies have created a positive perception in the minds of the audience everywhere.
You can take inspiration from these examples and start working on a successful brand strategy that helps increase awareness quickly. Here are a few factors that you should focus on when promoting the business.
Locate the Target Audience
This is one of the first things that a startup or company needs to consider from the beginning. If you do not know where your target audience is based, then you may find it difficult to engage them or create recognition. Since there are multiple channels such as social media networks, email, web pages or print materials, it is important to make sure that your message reaches the target customer.
Find out where they are located and focus on getting their attention before other businesses in your industry. With visual elements such as graphics and timeless logo design, appealing colors, and typography, you could generate interest among the audience in a short time. This can also make it easier for brands to find out the interests or preferences of people.
For instance, if your business offers wellness products or healthcare services to consumers, it is likely that your audience is active on social media networks like Facebook or Instagram. You can promote your brand with sponsored posts, user-generated content or short and long-form videos as well.
Pick the Right Visual Elements
It is another important factor that you should keep in mind when creating a brand strategy. Visual elements such as colors, icons or symbols and fonts can help people differentiate your products or services from the competition. So, it’s essential to pick them carefully and make sure that they represent the business closely. If you take the color scheme for instance, it can play a huge role in creating a positive perception of the brand.
You can incorporate it within the website, email headers and even social media posts to create familiarity and send out the right message. For instance, if you are looking to establish a name in the construction or finance industry, colors such as blue, earthy brown tones or red and black can work very well. They can tell people about your expertise and bring out positive emotions or feelings as well.
Similarly, the icon or symbol can also make or break your brand strategy. It is not only a part of the logo but can be featured on product packaging, websites and social media accounts too. This is why, you need to choose shapes or objects that are relevant to the brand and do not confuse the audience.
Maintain Brand Consistency
When it comes to the how and what of creating a brand strategy, this is one thing that should be on the top of the list. Companies or startups need to maintain consistency in branding so that its easier for the audience to recognize the products or services. The tone of voice and imagery should be similar across different digital and print channels.
If you change the elements for website or social media platforms, you may find it challenging to gain the trust of consumers and establish credibility.
The Bottom Line
By now, you might be familiar with the how, what and why of creating a brand strategy. People are looking for businesses that have something unique to offer and provide a good user experience too. With an impressive branding and promotional strategy, you can showcase how your products or services can solve a problem for consumers and build a loyal clientele as well.
