Branding Strategy And Process – Some of us live in a world where family members refer to ‘starting a business. Thousands of startups are born with unique ideas, hoping to be accepted and create value for society every year. It can be said that the digital era has made a significant contribution to realizing the dreams of startups.
- Branding Strategy And Process
- What is a branding strategy?
- The 10-step process of building a successful brand
- 1. Identify the target audience
- 2. Define a brand mission
- 3. Survey of brands in the market
- 4. Emphasize the benefits your brand provides to customers
- 5. Create Logos and Slogans for brands
- 6. Build a personality to represent the brand
- 7. Build the message the brand wants to convey
- 8. Brand integration into customer contact
- 9. Sincerity, harmony and consistency
- 10. You must be the one who knows your brand best
The intense competition in the Internet environment makes the issue of branding even more difficult. One of the key factors for the success of a startup or SME in building a brand from scratch is choosing the right niche.
There’s one thing that can’t be denied: A brand that wins customers’ trust and love is a company’s most valuable asset.
According to a survey by Nielson, 59% of customers tend to choose a brand they feel familiar with and trust.
Small businesses will have a lot of trouble “race” in terms of customer size and marketing budget with the many big brands in the industry. They have only one weapon left to fight in the uncompromising market war. Namely their brand.
Branding Strategy And Process
A brand – an abstract concept – is not just a logo or advertising campaign. It is much more than that. Developing brand value is not a simple job that can be done overnight.
Before learning how to build a successful brand, you need to understand your business’s branding strategy clearly.
What is a branding strategy?
Understanding and building a brand uses marketing strategies and plans to promote the process of customer identification with branding. The business goal here is to create a unique and different brand from other competitors in the market.
In the new era of the Internet, businesses need to implement the following strategies to build their brand image, including:
- Improve online customer experience (website interface).
- SEO & Content marketing.
- Marketing on social networking platforms.
- Email Marketing.
- SEM (PPC).
The 10-step process of building a successful brand
Now we’ll dive into the details of the ten steps for a business to build a successful brand.
1. Identify the target audience
The cornerstone of a successful brand is winning the support of key customers. These customers will focus on the business and invest the most effort in maintaining and expanding it.
Your brand will not cover 100% of all customers in the market. Money and energy can not cope with a fragmented world with many different characters.
Therefore, savvy businesses often appear to capture a market niche, narrow the scope of the audience they serve, list all the characteristics they possess and convey all the appropriate messages to them.
The key to getting a successful customer is this: Be as specific as possible. It would be best to build a potential buyer persona for your brand. Here are some must-have elements on this list:
- Location (direct).
- Academic level
Going deeper, we’ll have specific elements like:
- Goals (theirs in life and work).
- People/events that inspire them.
- Brand the products affiliated with them.
Realizing these characteristics, you can fully develop your strengths, take advantage of opportunities in the market, develop standard marketing strategies and efforts, and achieve the goals set from the start. Understand people to understand us, a hundred battles, a hundred victories.
2. Define a brand mission
Has your business ever thought about building and defining a mission – a mission statement for your brand. More specifically, it would be best to describe what industry you most aspire to in the future. Before you want customers to trust you, businesses need to understand the value they want to provide them.
Every feature: from Logo, slogan, personality to daily activities, everything must be in line with the mission that has been set.
When customers ask you what the business does, answer them with the mission you have set from the start.
Nike is famous for its slogan “Just Do It”, but few people know that the mission of the Nike brand is: “Inspire and motivate every athlete around the world”. Movement and creativity are guiding principles to strive for, helping people who work in sports take a step forward.
3. Survey of brands in the market
You can’t afford to copy a million-dollar campaign from a big brand. What makes you different and stand out from the big guys?
Focus on surveying your direct competitors in the market. Please find out how they build strength in their brand.
The key to standing out is differentiation. Knowing your competitors’ strategies is how you deal with them, get creative, and differentiate your business.
Set up a competitor brand survey
Since surveying your competitors is an important step in building and growing your brand in the marketplace, you can use additional tools to set up a survey. Through Google Docs, Excel, you have a detailed list of everything you need.
It would help if you answered some basic questions such as:
- Do competitors have the same message delivery and visual elements in their marketing channels?
- How is the quality of your competitors’ products/services?
- Have you read competitor product reviews? How is it evaluated?
- What are the competitors’ communication methods for their products? Both online and offline.
Companies choose from 2-4 competitors, make comparisons and draw lessons from experiences and strategies for their brands.
4. Emphasize the benefits your brand provides to customers
Building a business brand is like offering a business to sell its products to customers. You need to bring all the essence and benefits of your product to the customer.
Tell your customers what they need to hear – the value of the product (what the customer will experience when using the product), not just listing their features.
5. Create Logos and Slogans for brands
The first thing that catches the customer’s attention is not the brand’s mission but the logo and brand identity.
Indeed, the most interesting thing for business people in building and developing a brand is designing a logo and creating a slogan.
Although interesting, this is not a simple job. Designing and creating a Slogan requires a business to have experts to back it up. If you have difficulty in this activity, don’t hesitate to use consulting and support services to design brand logos from agencies such as Idenusa.
Note, Logo and brand identity need to pay attention to elements such as:
- Meaning and application of Logo
- The tone in design.
- Icon design.
6. Build a personality to represent the brand
Customers only feel familiar with and trust brands whose personality and qualities are associated with them. That’s why you need to build a character for your brand. It would be best to convey that personality in your brand communications to the public. It would be best if you considered factors such as:
- How to use personal pronouns in communication
- Share behind-the-scenes photos/videos.
- Share customer experiences using the product.
- Using emotional elements in advertising publications (fun, inspirational, …).
7. Build the message the brand wants to convey
Each brand needs to form its unique personality and qualities when building and developing. Customers always feel comfortable communicating with humans with all their unique personalities and qualities, not machines or robots.
Therefore, businesses need to establish themselves with a clear message to convey to customers. This meaningful message will follow you through your future campaigns and marketing efforts.
This message should include elements such as:
- What is your business?
- What products/services do you offer?
- What do you want to contribute to society and the community through your products/services?
- Which audiences in society and communities are your business interested in?
Most importantly, the message you want to convey should be as simple, concise, and concise as possible. Only then will new customers understand what message you want to share.
8. Brand integration into customer contact
It would be best if you conveyed the soul of your brand to every contact between your brand and your customers.
Like, just entering an office, customers and partners have seen your business logo and brand identity colours everywhere. All employees wear uniforms with the company logo printed on them. For customers who have just bought their products, the staff immediately packs the product into a bag with your company logo.
9. Sincerity, harmony and consistency
When your business builds its own brand, the most important thing is consistency in brand publication.
All business statements and messages must be consistent and especially consistent with the great mission that the business has set out from the start. Lack of consistency can make it difficult for customers to understand the image your business has taken, thus creating a lack of trust and distrust from them.
10. You must be the one who knows your brand best
No one in this world can understand this brand as well as you. It is you, and no one else, who will spread the mission, message, and day-to-day business activities.
When recruiting someone, you have to make sure that these people are appropriate and fit into the company culture that you have built and developed. That way, all of your business communication products related to the new brand will have the same consistency and consistency as criterion number 9 above.