The Insights of Modern Brand Strategy
Branding used to be a one-way process of just presenting your products, services and ideas to the world through the channels of classic advertising. Those times are long gone and nowadays, smart brands should be ready to communicate and defend themselves in front of their customers. In the modern, digital world, the future of any brand depends on product differentiation, culture and their ability to adapt.
Branding is more than just a good product in a nice package; it’s a feeling, an idea, even a memory. This is the way your customers see you when your products aren’t around, it’s the whole experience that you create.
If you have ever wondered what makes а great company truly amazing – it’s branding. Defining your brand strategy is not something to decide over a lunch break and support from time to time. It’s a constant effort, a lot of hard work and а long-term commitment. On our path to growth and improvement, we defined several steps in creating a winning strategy for our customers. Here is some know-how from our experience:
Define your virtue
It can be your uniqueness, your culture, values, origin or the quality of your product – define your strengths, your key advantage and use it. It sounds so simple, but in the process of developing a strategy, identifying targets and production, most companies forget to stop and take it back to the beginning, to the core idea and purpose of their business.
Define your competition and how they are different from you
Make a deep research in your competitors’ way of doing business. Learn from their mistakes and their good practices. Place your business in line with them and understand where you stand. Then define your goals and the ways you can reach them. Create deadlines for every step you will take, even if they are only for your personal use. This will keep you on track and make you see a clearer picture.
Then – stand out and add value
From your strong sides, find your unique touch and make it your personal signature. Define your customers and find out where and how they spend their time – be there and kindly interrupt their routine. Then, imagine every step in your customers’ journey, define the key touch points when someone can draw back and add something to keep them on the right track. It can be additional support, a discount, easier payment method – anything that will make their experience memorable and easy.
Keep it going
As we already mentioned – this is a process, not a sprint. Having a strategy is only the beginning – the hard part is keeping up to it and adapt it to changes. Constant analysis of the business environment will help you refine your actions and take the best from the current situation. This way your brand will always reflect your values, believes and your character.