Design agencies began adopting traits from marketing and advertisement and applying it directly into the process of making branding for their clients as early as the 1960's - Some of the best know brands and brand agencies are masters of it now.

But is it a buzzword that designers and agencies use to add more 0's on the end of the invoice especially when the client is a blue chip brand, or does it actually do something?

What is Brand Strategy?

Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific business goals. It is a framework that helps align a company's vision, values, and messaging with its target audience.

Brand strategy includes a variety of elements, such as brand identity, target audience, brand positioning, messaging, and competitive analysis. By defining these elements, a company can create a cohesive and effective brand that resonates with its audience and sets it apart from competitors.

Who can use Brand Strategy

Short answer, everyone. It's not a question of who can use brand strategy but to what extent you need to use it.

Let's use case this, Barber shops, tattoo parlours, Bars and restaurants, providers of a service. You already know who your customer base is going to be and what you are going to be doing for them - So that leaves the 'why' and this is where strategy can be most effective.

Brand strategy taps into story-telling and individualism, both of which are excellent elements of seduction for wooing over new customers and building a relationship with existing ones. Good branding uses strategy to make your brand approachable without hesitation, creating a aura of trust which requires no interaction to make.

Beware of the compound effect

As I mentioned, since the 60's we have programmed society to identify with branding - We generally get attached to some. Shoes, cars, cleaning essentials, beans. You name it.

The affect of this has led to generational acceptance of 'trust the brand' and the demise of traditional window-shopping. It's especially getting harder to bring younger customers in that won't expand their circle of trust when it comes to how or who they shop with.

What's in Brand Strategy

A comprehensive brand strategy typically includes the following elements:

Brand Identity

Brand identity is the visual representation of a company's brand, including its logo, colors, fonts, and other design elements. A strong brand identity is essential for creating a consistent and recognizable brand image.

Target Audience

Identifying the target audience is a critical step in developing a brand strategy. Understanding the demographics, psychographics, and behaviours of the target audience helps companies create messaging and marketing strategies that effectively reach and resonate with that audience.

Brand Positioning

Brand positioning refers to the unique space a brand occupies in the market and in the minds of its target audience. A clear brand positioning statement helps companies differentiate themselves from competitors and communicate their unique value proposition to their audience.

Messaging

Messaging includes the language, tone, and voice used to communicate a brand's values, benefits, and unique selling proposition. A clear and consistent messaging strategy helps companies build brand awareness and establish trust with their audience.

Competitive Analysis

A competitive analysis helps companies understand the strengths and weaknesses of their competitors and identify opportunities for differentiation. By analysing the competition, companies can create a brand strategy that sets them apart in the market.

How Brand Strategy Improves Business

A strong brand strategy can have a significant impact on a company's success. Here are just a few ways brand strategy can improve business:

Differentiation

Brand strategy helps companies differentiate themselves from competitors by identifying their unique value proposition and positioning themselves in the market accordingly. By establishing a clear and consistent brand image, companies can create a memorable and recognizable brand that sets them apart from the competition.

Brand Awareness

A consistent and effective brand strategy helps companies build brand awareness and establish themselves as a trustworthy and reliable brand. By creating a clear and consistent message that resonates with their target audience, companies can increase brand recognition and loyalty.

Customer Acquisition

A strong brand strategy can help companies attract and retain customers. By creating a brand image that resonates with their target audience and communicating their unique value proposition effectively, companies can attract new customers and keep them coming back.

Employee Engagement

Brand strategy can also have an impact on employee engagement. When employees understand and believe in a company's brand values and mission, they are more likely to be engaged and motivated in their work.

In conclusion, a comprehensive brand strategy is a critical component of a successful business. By defining a clear brand identity, target audience, positioning, messaging, and competitive analysis, companies can create a cohesive and effective brand that resonates with their audience and sets them apart from competitors. A strong brand strategy can improve business in a variety of ways, including differentiation, brand awareness, customer acquisition, and employee engagement.

In today's fast-paced and highly competitive market, branding has become an essential aspect of running a successful business. While many business owners may believe that branding is only necessary for large corporations, the truth is that branding can add value to businesses of all sizes.

Branding is the process of creating a unique image and personality for your business. It involves developing a name, logo, and messaging that distinguish your business from your competitors. A strong brand identity can help you establish trust and credibility with your customers, increase customer loyalty, and ultimately drive sales.

Here are a few reasons why branding adds value to businesses of all scales:

1. Builds Trust and Credibility

A strong brand identity can help you build trust and credibility with your customers. When customers see a consistent brand image across all of your marketing materials, they feel more confident in doing business with you. This is especially important for small businesses that are just starting out and need to establish their reputation.

2. Differentiates You From Competitors

Branding can help you differentiate your business from your competitors. By developing a unique brand identity, you can stand out in a crowded marketplace and attract customers who are looking for something different. This is particularly important for small businesses that are competing against larger corporations with greater resources.

3. Creates Emotional Connections

A strong brand identity can create emotional connections with your customers. By developing a brand personality that resonates with your target audience, you can build a loyal customer base that will support your business over the long term. This is especially important for small businesses that rely heavily on repeat business.

4. Increases Perceived Value

Branding can increase the perceived value of your products or services. When customers associate your brand with quality and reliability, they are more likely to pay a premium price for your offerings. This is especially important for small businesses that may not be able to compete on price alone.

In conclusion, branding adds value to businesses of all sizes. It helps to build trust and credibility, differentiate you from competitors, create emotional connections with customers, and increase the perceived value of your offerings. Whether you're a small business just starting out or a large corporation looking to maintain your market position, branding should be an essential part of your overall business strategy.