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Brand Strategy


Purpose | Consistency | Loyalty

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Brand Strategy


Purpose | Consistency | Loyalty

 
 

Brand Strategy

Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.

 
 

PURPOSE

While understanding what your business promises is necessary when defining your brand positioning, knowing why you wake up everyday and go to work carries more weight. In other words, your purpose is more specific, in that it serves as a differentiator between you and your competitors. 

How can you define your business' purpose?

•    Functional: This concept focuses on the evaluations of success in terms of immediate and commercial reasons -- i.e. the purpose of the business is to make money. 

•    Intentional: This concept focuses on success as it relates to the ability to make money and do good in the world.  

When defining your business' purpose, keep this example in mind. While making money is a priority, operating under that notion alone does little to set your brand apart from others in your industry.

 

CONSISTENCY

The key to consistency is to avoid talking about things that don’t relate to or enhance your brand. Added a new photo to your business' Facebook Page? What does it mean for your company? Does it align with your message, or was it just something funny that would, quite frankly, confuse your audience? 

In an effort to give your brand a platform to stand on, you need to be sure that all of your messaging is cohesive. Ultimately, consistency contributes to brand recognition, which fuels customer loyalty. 

To avoid leaving potential customers struggling to put the disconnected pieces of your business together, consider the benefits of creating a style guide. A style guide can encompass everything from the tone of voice you'll use to the color scheme you'll employ to the way you'll position certain products or services. 

 

LOYALTY

If you already have people that love your company, and your brand, don’t just sit there. Reward them for that love. These customers have gone out their way to write about you, to tell their friends about you, and to act as your brand ambassadors. Cultivating from these people early on will yield more returning customers -- and more profit for your business. Sometimes, just a thank you is all that's needed. Other times, it's better to go above and beyond. Write them a personalized letter. Sent them some special swag. Ask them to write a review, and feature them prominently on your website. (Or all of the above!)

Loyalty is a critical part of every brand strategy, especially if you're looking to support your sales organization. At the end of the day, highlighting a positive relationship between you and your existing customers sets the tone for what potential customers can expect if they choose to do business with you.