Brand Strategy

The American Marketing Association defines a brand as a name, a term, a specific design, a symbol, or any other characteristic that identifies a good or service, and that is different from the others existing in the market.

That is the theme for this week, Brand Strategy!

When referring to the brand strategy, it is not enough to simply list some information or details that we intend to do and objectives to fulfill. Today, brands are required to have a global and complete understanding and the sustainability of their strategies. Some answers have to be found, from the outset what the brand is aiming for, what its market is, and how our brand defines long term success. The answers to these simple questions will allow you to clarify your objectives, the way you should approach the market, the methodologies for evaluating results, and the fulfillment of your goals over time.

The success of a brand depends on its message and not just a timing issue! Do not waste too much time with the technology involved, on the graphics, you have to focus on your history and the positioning of your brand, in what it differs from the others. Understand your strategy before executing it!

But what is a brand strategy?

A brand strategy is a plan that covers specific long-term goals that can be achieved with the evolution of a successful brand.

Its definition covers important details such as what it represents, what it offers to the market, and what its personality is, that is, intangible variables determined to evaluate.

A well-planned, defined, and implemented brand strategy influences all dimensions of a business, and is directly linked to the needs and emotions of customers as well as with competitive environments.

But first, let's clear up the biggest mistake about the brand strategy: a brand is not the product, its logo, the website, or name, the brand is much more than that, it is intangible.

For a better understanding, I will mention seven elements that should always be present when designing a brand strategy.

The first that I will mention is its Purpose, the reason for its existence.

If it is necessary to understand the business and what we propose to the market is structural, to know its true objective as a differentiating element. And how can I define the purpose of my brand and business? The purpose can be analyzed in two ways, in a functional way, which brings together success stories based on immediate and commercial reasons, or else in an intentional way, which if not successful, directly related to the ability to make a profit.

Although making a profit is important for almost every business, it is well known that we admire brands that show their willingness to achieve more than profit, such as well-being, creating a better daily, etc., serving customers and demonstrating a commitment beyond the sale.

Another element is Consistency.

Avoid associating your brand with elements that either do not relate to your product or service or do not enhance it! Your messages must therefore be cohesive, thus contributing to the longed-for brand recognition, which offers and fosters customer loyalty.

Another element is Emotion!

Customers are not always rational. People have an innate desire to develop, to belong, to have a basic psychological need to feel intimately connected with other people, where the affective bonds of certain intimates are an important part of human behavior.

So find a way to connect with your customers on a more intense and emotional level. Use emotional triggers to strengthen your relationship and promote loyalty.

We have reached the fourth element, Flexibility.

In a rapidly changing world and markets, it must be flexible to remain relevant, allowing, and stimulating creativity. But how can we be consistent and at the same time flexible?

While consistency is meant to set the standard for your brand, flexibility allows us to make adjustments that create interest and difference in your approach to the competition.

Gender identity identification programs, enough consistency to be identifiable, but variation to keep things fresh and human.

The fifth element is what we can call the Involvement of our People.

Do not forget that your employees must be the first to have contact with our brand and its strategy. By keeping your employees informed about the essential values and your brand strategy, you will provide a better performance, a better product or service, and a more consistent, useful, and human service.

The sixth element is Loyalty.

Have you ever thought of rewarding the affection your customers have for your brand? These customers became involved with your brand, wrote about it, shared its contents, and sometimes assumed the role of ambassadors for your brand. We must cultivate the loyalty of these people as an enabler of attracting new customers, bringing success to our business. Be grateful!

Loyalty is a critical part of the entire brand strategy, especially if we are looking to increase sales. In the end, highlighting a positive relationship between your brand and your existing customers sets the tone for what potential customers can expect if they decide to purchase your brand, product, and service.

Last but not least, we come to the element of Competitive Awareness.

Face your competitors as a challenge for your strategy to be better, creating more value for your brand. Observe your competition in all its dimensions and learn from your best and worst practices. Adapt brand positioning based on experience to improve your business.

Brand strategy is a long-term plan for developing a successful brand 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.

Are you ready?

An excellent week!