Launching a Branding Strategy That Works
Are you launching a business and a brand? Find out why launching a branding strategy is a better alternative for growing a successful business.
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What is in a brand? Understanding this is extremely important when launching your own company, business, and brand. This may seem like a simple question, but it is so much more than that.
In all actuality, you can launch a business without really being a brand.
In the successful development of a brand, one needs to dig deep and really investigate what is at the root of the business. Branding is more than a logo or emblem. Branding is an all-encompassing approach, appearance, and design of the brand.
Chris Kocek, has a nice way of stating it in a recent Entrepreneur article;
“When a business takes an existing core equity, or a particular philosophy, and it infuses that idea into everything it does, furthering its reputation or world view one product, service or line extension at a time it becomes a brand.”
A branding strategy must carry a consistent message across channels. Even on your social media, having something as seemingly small as an effective facebook video cover can show you results you may not have even expected!
What Is Branding?
When it comes to branding, that does not mean using a hot iron to put a mark on someone or something. Branding is what differentiates a product from others that are similar. This can be done through logos, design, and messaging.
Showcasing brand philosophy controls all these visual elements and what they communicate. In this fast-paced business world, where data is becoming paramount, analytics are focused on other things. Successful companies understand that creative graphic design is crucial, but creating a real brand means taking that messaging beyond a simple product or service.
Branding serves as a vital tool in a business when it comes to marketing. The better the branding, the more likely better results will occur. However, having an effective and powerful branding strategy will vary from business to business.
Some things remain the same when launching a branding strategy for a business:
Know the Audience
When it comes to branding, one must immediately be able to identify who the ideal customer is for the brand. The goal with successful branding is to make a connection with that key demographic the product is designed. A successful connection can mean the difference between being in business for a few years or for several decades.
Once the audience is established, that does not mean you are done with research about the ideal customer. There are many variables that are fluid and as times change, so can those variables. Customers’ needs are not stagnant. As customers evolve and change, the brand needs to as well.
Establish a Mission
The mission of a company can be represented through branding. Answer why the company is in existence. By discovering the why, a mission can be formed, and that can help lead one on the right path towards the branding strategies that best suit it.
Forming the mission and brand go hand-in-hand. Just like a mission should be a concise, easy to understand message about the business, the branding should also be clear and simple to interpret for the potential customer. Without a mission, the business is set adrift with no clear path. With no clear path, branding can not take hold successfully.
Social Media: The New King of Branding
Social media has evolved in a short time. Branding through social media outlets can be a huge success for a business… if it is done correctly. However, in order to get going on social media, you need to be sure to know who the target audience is. The branding methods chosen will depend upon the target audience that fits the brand.
Social media tools are constantly changing. It is extremely important for a business to stay up-to-date and in the know when it comes to trends in social media to use it to the advantage of the branding. There are valuable social media marketing tools that did not even exist just a few years ago.
Now, they are a vital part of a social media marketer’s toolbox and are often used daily. These social media tools can be used to make branding successful for the business.
Branding is for long-term success. Social media is used multiple times a day by many people. So having a solid, clear presence on social media is a smart branding strategy. However, just because people spend a lot of time on social media, that does not automatically mean people will spend a lot of time on ads, reading, or researching.
To use social media effectively, one must understand how each platform should be utilized to represent a brand. Facebook, Twitter, Instagram, LinkedIn, Pinterest, and Google+ are examples of the social media platforms that could potentially help the branding of a business. However, although Facebook and Twitter are both social media outlets, they are both very different in what they are used for.
On the other hand, sites like Pinterest would be the best environment for step-by-step guides using photos. Knowing the right types of posts in each social media platform will help the business’s branding because it helps the brand make a connection to the target customer.
Keep an Eye on the Competition
When a business puts its presence out into the world, that means all eyes will be on them. That also means that the business has a responsibility to research the competition. The branding of one business must rise above and stick out from its competitors’ businesses. Otherwise, it will just fade into the background.
Taking an area of weakness in a competitor’s business can be turned into an area of strength for another business through its branding. For example, if a competitor’s product is good, but their communication skills with the customers are lacking, another business can take advantage of this flaw by focusing on their own brand’s ability to effectively communicate with the target customer.
However, remember that just as research is being done about the competition, they will also be doing research on their competition as well. Remember to keep an eye on your own business branding and strategies so they do not become a branding tool for another competitor.
Branding: Stay Consistent
It is important to adapt and evolve. It is also important that moving forward, the branding must remain consistent. Building loyalty when it comes to a customer base is crucial to a business’s success. Consistency does not just mean through branding in the media or out in the open. Consistency in branding starts from within the organization.
Every person who is a part of the business should have a clear understanding and belief in the mission and branding of the business. Every member of the business, be it an employee, owner, potential customer, or actual client, is a piece of the success that is the branding. Successful branding means business longevity.