Brand Strategy: Make Your Business Stand Out

Get a brand strategy that properly represents your business and your vision, that resonates with your customers, and that stands out from the crowd.

Research and Analysis

The process of creating a new brand strategy for your business starts with you. Our branding experts will spend time getting to know your products, the history of your company, your plans for the future, and the business philosophy you adopt. We also get an understanding of what makes your offering stand out from your competitors and, crucially, we want to know what makes you tick. With this information in mind we conduct research in the market to identify the key competitors. We look at their product offerings and how they compare, and we also look at their brands. The aim is to get an overall picture of where you are positioned in the market as well as where you want to be positioned. With this information, we develop a brand strategy that will help you get there.

Rebranding to Re-Engage

To maintain competitive in the modern world, particularly online, you need to constantly refresh and update your offering. This applies as much to your brand as it does to other elements of your business. If you don't, your brand starts to become stale and out-of-date and customers stop engaging. Refreshing a brand is a very different process to creating a brand for a new business, however. It involves understanding why the current brand no longer fully grabs the attention of customers as well as looking at what is good about the current brand. It also involves looking at your objectives for the business, your competitors, and how consumer attitudes in your industry are changing. We can then create a brand that will re-engage your customers, rejuvenate your brand, and energize your company.

What Does a Good Brand Identity Look Like?

A brand is much more than a logo - it is the overall identity of your company. With a good brand identity, a customer will recognise your brand in every interaction they have with your business, however fleeting. This, of course, includes your logo but it also includes your business tagline, the colours you use on your website and printed materials, the style of images you use, the tone of voice, and more. A good brand strategy will also ensure every element of your brand is consistent in every potential touchpoint you have with customers. This includes your website, social media channels, PPC ads, printed materials, signage, business cards, and more. In other words, your brand should reflect who you are as a company while at the same time being an integral part of it.

Enhancing Brand Loyalty

Encouraging customers to be loyal to your brand has always been important, but digital marketing makes this an even greater priority. One of the main reasons for this is the amount of information that your customers process every day - we live in the age of information overload. If you don't take steps to keep your customers brand loyal you will probably lose them as there are so many options for your customers in addition to the offering from your company. Keeping customers brand loyal makes financial sense too as it costs much more to attract a new customer than it does to retain a previous one. Our branding and marketing team can create a brand loyalty strategy for your business to keep you at the forefront of the minds of your customers.

Understanding Brand Identity

Brand Identity

Your brand identity is how you want your customers to view you. It, therefore, has elements of how you perceive your company as well as how you would like to be perceived. No one thing creates or represents your brand identity, however. Instead, it is everything about your business including your unique selling point, company history, position in the market, visuals, message, tone, products, leadership, employees, and more. These things collectively present an image of your company to your customers. As a result, when creating or refreshing your brand identity, you must look at your whole business. Fonts, colours, and logos are only a small part of it, but we can help with the process. We will help you clearly define your brand identity so that it properly reflects who you are and who you want to be.

Brand Strategy

A brand strategy goes deeper into your business than a brand identity to look at your philosophy, objectives, and vision. This involves a deep analysis of what your business is today and where you want it to be in the future. A brand strategy, therefore, includes the direction of travel that will help you meet the overall objective of your business, with clearly defined milestones along the way that will help you monitor progress. This is done on the macro level, but a brand strategy maps out how you will shape and mold your organization into the industry leading company you want it to become.

Brand Development

A brand identity is how you want your customers to perceive your company and a brand strategy maps the direction of travel to achieve this now and as your brand develops in the future. Brand development, on the other hand, involves the practical steps you must take to move your brand forward, complete the pre-set milestones, and achieve your goals. This part of the branding process involves getting into the details of your branding efforts from the marketing campaigns you launch to the business processes you refine. The result will be enhanced visibility and recognition of your brand as well as improved brand loyalty.

Brand Image

Where a brand identity is how you want customers to perceive your business, brand image is how they actually see your business. Understanding your brand image now will help in the development of a successful branding strategy. You can see where the gaps or misconceptions are and plan steps to correct these. Brand image should also be used to analyse the effectiveness of the implementation of your brand strategy. In other words, analysing the brand image of your company after the implementation of your strategy to measure the effectiveness of the campaign and what you have achieved.