Developing your brand strategy.
Go to any ad agency, marketing firm, or large corporation, and you'll hear the words brand strategy and brand development whispered reverently in the hallways.
You'll see them bowed to in board rooms across the world.
In fact, people who “know” have devoted an entire science to brand development. Now I’m not trying to take anything away from these experts, or the branding process. It’s an extremely critical part of any company and any marketing effort. It helps define who you are. It helps builds brand loyalty.
And that’s important stuff.
But I do want to demystify the process a bit, and make it simple.
(I’m sure you’d do the same for me.)
At its most fundamental, a brand strategy, or branding strategy is about building trust with your customers and differentiating yourself from your competitors. That’s really what it’s all about.
All that being said, I think in many ways small businesses have a distinct advantage over large corporations because they are more fluid and closer to their consumer. On the flip side, however, large corporations have those lovely large marketing and advertising budgets to work with.
But before you get down to business, one site you definitely want to check out is Kris Bovay's
site. I really like this site because she's got some great advice on how to build strategy into your business plan. I think you'll find it very helpful.
Answers to your questions.
As most marketers will tell you, a critical part of the brand development process is building loyalty. To learn more about this, check out my article on the “12 Ways to Cultivate Extreme Brand Loyalty.” I think you'll find some great ideas for your own brand-building efforts.
I also give you an overview of the
brand development process
and some ideas on how to
develop a positioning statement.
And since defining your
is such a critical element in the brand development process, I’ve also devoted a section to that.
And if you have a home-based business
, or are starting one, here's some great advice to consider before you start your plan from Kennerly Clay's
Okay…ready to kick off your brand strategy? Then pick a link and get going.
If you haven’t already, now’s a great time to ask yourself, “Who’s going to buy from me?” This section will help you define your target market.
A well-crafted positioning statement should provide clarity and focus, and is a fairly straightforward communication about how you are currently perceived in the minds of your target audience.
Brand development should include a strong, identifiable brand that resonates with your consumer, which is delivered in consistent and creative ways. Here’s how you can learn to develop a brand with staying power.
How to Cultivate Extreme Brand Loyalty
Extreme brand loyalty happens when a consumer forms an emotional connection to the brand, and may even define him/herself by the brand to some extent.
How to Add Brand Personality to Your Advertising
If you have a "good" brand personality, it can help increase your brand’s image in the minds and hearts of your target consumers, and ultimately...your sales.
Create a Sparkling Brand Personality
Who are you? Do your customers think of you life of the party, or the designated driver? Are you a trusted friend, or a charismatic rock star? Are you a Volvo or a 'Vette? This section will help you decide and define your brand personality.
Designing a Company Logo
Find out why designing a company logo to be professional looking can help your business succeed – and what you can do to make sure that important first impression is a good one.
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