As a brand strategist and owner of a creative agency, I have seen countless businesses struggle with their marketing strategy. When business owners don’t understand what branding is all about and how it fits into an overall marketing strategy, they fail to connect with their customers in a meaningful way. They’re missing out on building community, loyalty, and ultimately greater sales and revenue. In this article, I will explain in-depth what branding strategy is and how it relates to your overall marketing strategy when building a small business.
Introduction: Get Your Definitions Straight
Branding, marketing, advertising, strategy–for someone built for product development or sales, these words all smush together into a nebula of online and printed tricks to get people to buy. Before we answer the question, “What is a branding strategy,” you’ve first got to understand what branding is all about.
People normally think about a logo, colors, or other aesthetics that are identified with a company. And while that’s a great big part of branding, it’s not the full picture. Branding is the emotional connection and perception that people have towards a business or product. It’s the intangible feeling that a customer gets when they think about a certain company. It’s established through a combination of experiences, interactions, and emotions.
For example, think about Coca-Cola, or Coke. The beverage behemoth might not be the most valuable company in the world, but it’s hands-down the most well-known among the 8 billion people that call this planet home. When you hear the name of this company, do you immediately remember the logo? The color red might come to mind, but you’re more likely salivating for a swig of caramel-colored fizzy sugar water. The brand evokes emotion, it stokes desire.
Branding is about creating a relationship between a business and its customers that goes way beyond the functional benefits of a product or service. It’s about tapping into the human desire for connection, meaning, and purpose, and creating an aspiration that resonates with people on a deeper level.
At its core, branding is really about creating a sense of belonging and identity. When a person connects with a brand, they feel like they’re part of something bigger than themselves. They identify with the brand’s values, personality, and purpose, and they feel a sense of pride in being associated with it.
Branding is also about creating trust and credibility. When a brand has a strong identity and reputation, customers feel more confident in their purchase decisions. They know that they can trust the brand to deliver on its promises and that they’ll receive a consistent experience every time they interact with the brand.
So What is Branding Strategy?
Branding strategy is a process where you define and build your brand’s identity–what your company will become known for. A brand’s identity includes its name, logo, design, and messaging, but it encompasses the organization’s overall personality. A branding strategy aims to create a unique and memorable identity for a brand that resonates with its target audience.
Branding strategy involves several key elements, including target audience research, brand positioning, brand messaging, visual identity, and brand voice. Each of these elements plays a crucial role in creating a strong brand identity that stands out in a crowded market.
Target Audience Research
The first step in creating a branding strategy is to understand the target audience. A brand’s target audience is the group of people that the brand wants to reach and engage with. Target audience research involves gathering information about the audience’s demographics, psychographics, behaviors, and pain points.
Understanding the target audience is essential because it helps a brand create messaging and visuals that resonate with the audience. For example, if a brand is targeting millennials, it may use a more casual and conversational tone of voice in its messaging and use social media platforms like Instagram and TikTok to reach the audience.
Brand Positioning
Brand positioning is the process of defining a brand’s unique value proposition and how it differs from its competitors. A brand’s positioning statement should clearly communicate what the brand does, who it serves, and how it is different from its competitors.
Brand Messaging
Brand messaging is the verbal communication used to convey a brand’s value proposition and personality. This includes messaging used in advertising, marketing materials, website copy, and social media posts. Brand messaging should be consistent across all channels and should align with the brand’s positioning.
Visual Identity
A brand’s visual identity is its logo, color palette, typography, and other design elements. These elements should be designed to reflect the brand’s personality and value proposition. A strong visual identity can help a brand stand out and be more memorable to its target audience.
Brand Voice
Brand voice is the tone and style of the brand’s messaging. It includes factors like language, humor, and emotion. A brand’s voice should align with its positioning and target audience. For example, a brand targeting a younger audience may use a more playful and informal tone of voice, while a brand targeting professionals may use a more formal and authoritative tone.
How Branding Strategy Fits into an Overall Marketing Strategy
Branding strategy is an essential component of an overall marketing strategy. A strong brand identity can help a business differentiate itself from competitors and create a loyal customer base.
Branding strategy can impact several other aspects of a marketing strategy, including advertising, content marketing, social media, and public relations.
Advertising
Advertising is a way for businesses to promote their products or services to a target audience. A strong brand identity can make advertising more effective by creating a more memorable and recognizable message. For example, if a brand has a distinctive visual identity, like Coca-Cola’s red and white logo, it can be more easily recognized in ads, even if the brand name is not prominently displayed.
Content Marketing
Content marketing involves creating valuable content, such as blog posts, videos, and infographics, that attracts and engages a target audience. A strong brand identity can help make content more shareable and memorable. For example, if a brand has a distinct visual identity, it can use that design in its infographics and videos to make them more visually appealing and recognizable.
Social Media
Social media is an increasingly important aspect of a marketing strategy, and branding strategy plays a crucial role in social media success. A strong brand identity can help a business stand out on social media platforms and create a more engaged following.
For example, if a brand has a distinctive visual identity, it can use that design in its social media posts to make them more visually appealing and recognizable. A consistent brand voice can also help create a more engaged following on social media by creating a more personal and authentic connection with followers.
Public Relations
Public relations (PR) is the practice of managing a business’s reputation and relationships with the public. A strong brand identity can make PR more effective by creating a more positive and memorable image for the business.
For example, if a brand has a well-defined positioning statement and messaging, it can use those elements in its press releases and media outreach to create a more compelling story for journalists and influencers.
Branding Strategy and Long-Term Business Success
Finally, it’s important to note that branding strategy is not just about short-term marketing success. A strong brand identity can have a long-lasting impact on a business’s success by creating a loyal customer base and a more recognizable image.
For example, Coca-Cola’s distinctive red and white logo has been a part of the company’s branding strategy for over a century, and it has become an iconic symbol of the brand. This kind of brand recognition can help create a long-lasting and successful business.
Conclusion: Branding Strategy is Essential
Branding strategy is essential to an overall marketing strategy, setting the tone for your customer experience. This foundation impacts advertising, content marketing, social media, and public relations. A strong brand identity can help a business differentiate itself from competitors and create a more loyal customer base.
Finally, branding strategy can have a long-lasting impact on a business’s success by creating a recognizable and iconic image. As a brand strategist, I have seen firsthand the impact that a strong branding strategy can have on a business’s success, and I encourage all businesses to invest in this critical aspect of their marketing strategy.
