Your brand encompasses many individual factors that makeup the ‘whole picture’. Your color scheme, logo, company name, website design, product layout; these are just a few very valuable and necessary pieces and parts that make up your brand.
The words “brand strategy” may not sound too interesting or inspiring, but hidden in these words is the mighty gem that has the potential to foster great success for your business. When asked what a brand is, many people directly associate brand with a logo. That’s not all false, however a logo is just a very small factor that makes up a brand. When you walk through Target for instance, your eyes are constantly skimming the aisles for a familiar product to jump out at you. Once you’ve got that product in your sights, you have a subconscious feeling about that product’s brand. This rush of positive feelings you have about this brand is one of the main tell-tale signs that the company’s brand strategy is a HIT! There’s a strategy and formula that all leads up to a customers viewpoints and emotional connection with your brand. See how those two words ‘brand’ and ‘strategy’ both have a nice relationship in a sentence. It’s all on purpose of course, because they both lean on each other to make a successful business!
We live in a society where we see something, have an idea, and want the finished product YESTERDAY! Produced out of the rush is a brand held together with tape and glue, instead of solid-mortar. Due to this rush, you might see sales increase at first, but that outcome will not last because the tape and glue will come apart. The tape and glue strategy is a quick-fix instead of a mortar, which is a lasting product. Just like this visual illustration, brand strategy takes time. But that invested time is so valuable and will most certainly pay off in the future. The time it takes to create a beautiful, trusting brand will allow your to evaluate your target audience in-depth and discover how to meet their needs and make loyal customers.
Defining “Brand”
In his book, The Brand Gap, Marty Neumeier writes, “A brand is a person’s gut feeling about a product, service or organization.” You can make changes about the direction you envision for your brand, but your customers make the final decision as to whether they are able to really connect with your brand. If the brand strategy is right, these customers will feel a personal connection to your business and your staff. If you’ve built up enough trust, loyal customers are willing to stick by you through any tough times and fight for your company. They will brag about the wonderful products and services your provide, and will take personal pride in being associated to your business. Happy/loyal customers, and a powerful/prosperous brand are the desired outcomes you will gain with an effective brand strategy.
What happens if I don’t use a brand strategy?
Without using an effective brand strategy, several rebranding sessions within a short time period will be on the horizon. Customers like consistency. Repeat that mantra. Now, don’t get me wrong – rebranding when the time is right and once loyal customers have been established can be quite beneficial when done in a smooth-paced time frame. However, continuous quick changes to aspects of your brand will be a turn-off to customers and may ward off loyalty.
So, I will scream this from the mountains … taking the time to create a powerful brand strategy is completely worth every minute!! Your business will prosper, your clients will love you, and the word of your company will spread quickly (with the some help of social media platforms, of course! Don’t be afraid to be present on social media.).
Ready to get started? We are too. Let’s get to work!
The post Why Brand Strategy Is Important appeared first on Burnt Creative Agency.
