Brand Strategy

Infamous Brand Strategy, the golden child in marketing

One of the most important aspects of digital marketing and advertising is brand strategy. What is it, and why is this so important you ask? Starfish has got the answers to all your most important questions. And no, a logo is not a brand.

What is a Brand Strategy?

A brand strategy is more than your logo. It’s about how your brand will interact with your consumers. Brand Strategy gives your business the opportunity to be everchanging and growing so that your brand is perceived as planned. It is a long term strategy on the path of success.

Who is it for?

Everyone. You, your company, your brand, your employees, and most importantly your consumers.

Why do you need it?

A brand strategy is there to reinforce your brand on the market. Having a brand strategy in place gives your company a competitive advantage with customer analytics and success.

More than just a marketing strategy

Having a cohesive brand strategy helps you communicate with your audience more clearly. Maintaining consistency in your messages increases the likelihood that you are able to not only attract but continuously maintain loyal customers. And not only does having a solid brand strategy provide consistency for you and your customers, but it also provides a focus for your employees.

Brand strategy and human emotions, how do they work together?

There are many factors that go into developing a brand strategy. But one of the most important topics to fully understand before creating one is how is your brand relative to the emotional response of a consumer?

Ads that are driven by emotion have higher success in purchase rates vs those that seem like they are trying to sell us something without any emotional investment.

We found these to be the most successful emotional topics when creating an engaging brand strategy:

 
  • Instant Gratification
  • Happiness
  • Fear
  • Trust
  • Sadness
  • Anger
  • Belonging
  • Guilt
  • Values
  • Leadership
  • Pride
 

Now, some key points to evaluate when preparing your brand strategy.

  • What are your business goals?
Defining what your business goals set a roadmap for success. What is the goal of your company? What do your consumers stand to gain from being loyal to your brand or services?  
  • Who would be your target audience?
Time to think about your target audience. If you are in the business of selling boats, you would likely want to market your product to individuals who own or are interested in owning a boat vs a young woman in her 20’s that has no relative interest in your product.
  • What are the details of your campaign?
 Hash out the details of your campaign. How do you plan to execute? How are you able to set yourself up for success?
  • Who are my competitors?
Take a look at others in your relative market or industry. Staying current will keep you in the race. Consumers are looking for something new and exciting every day, could that be you?
  • What solution can my company provide our potential customers?
Consumers are on the internet either browsing casually, or looking for an answer or solution to a problem they are facing. What solution or product can you offer your target audience?
  • What is my value proposition?
First, what is a value proposition? Essentially is the promise to provide high-quality service or products on a consistent basis to your customers. How valuable is your company to your consumers?
  • Am I relevant to my target market?
As stated above, relevancy is key. If your brand or business doesn’t offer a product or service that answers the need of a customer, likely you aren’t very relevant to that select consumer. In comes the target market, a pool of your ideal customers. Now that you have them, how do you keep them?
  • When thinking about your company or product, what do you want your audience 
to “feel”? Emotion is everything. A consumer is more likely to purchase your brand, service, or product if you are able to form an emotional connection to them and your product. Why do they need it? How does it benefit them? And what do they feel?
  • What are the functional benefits that you provide to your customers? 
Direct and straightforward, what do you have to offer that’s not a mirrored image of similar products from other companies in your market? What can your product provide that is different?
  • What are the emotional benefits we provide to our customers? 
This goes hand in hand with point 8, but overall this means customer relationships and satisfaction. What would your customer say about your business, brand, or product to their best friend? Would they recommend you? Why or why not? And how can you improve their experience, tailoring it to them?
  • What is the personality of my brand overall? 
Who is your brand? What message do you give your viewers of who you are and what you stand for?

Creating a strong brand, built to withstand the changing times.

Our world is changing, and with it, your brand will too. Creating a brand strategy that is fluid and always current is one of the best ways to increase the strength of your brand.

With a strong brand you can: 

  • Generate stronger customer relationships
  • Create customer loyalty
  • Increase the trail of a new product or service
  • Put more focus into your marketing efforts
  • Gather vital resources such as capital and talent
  • Develop strategic partnerships

Are you ready to get started? 

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