Building a product is easy, but building a brand is different. A brand is more than a logo and a tagline. It represents people’s perception of your company, its products, and its services. It requires intrigue and trust, plus ongoing communication with clients and customers. A solid brand strategy gives you a significant edge in increasingly competitive markets. But what exactly does “branding” mean? So if you are wondering where and how you can start, here’s how to create a brand strategy roadmap.

Why is a brand important?

When you build your brand, you create a name, symbol, or design representing you and what you’re about. Your brand helps to shape your visual identity, pushes how people perceive you from the outside, and it differentiates you from other people in the same industry.

Branding is an essential aspect of any business, big or small. It represents your company image and reflects your logo. A good brand encapsulates what it means to be a branded business and gives you a sense of pride and purpose. Your brand communicates your big idea, values, and personality through visuals and words. It translates into everything you put out into the world — from website, business cards, packaging, or signage — to every customer interaction you have.

What is a Branding strategy?

What is a brand communication strategy? It’s what you need to find that sweet spot between your pricing, positioning, and communication, so you attract the right customers. A successful branding strategy is a carefully planned out combination of activities. Also, a brand strategy is how you will be doing business. The decisions you make to answer what is branding strategies and achieve your brand strategy tell your customers who you are and what you have to offer.

So, whether you’re a small business or a large corporation, effective communication is critical to any organization’s success. A brand communications strategy can help your business in a variety of ways. When used in conjunction with your branding and business strategy, it can:

Establish a connection with your audience

Your audience will develop a trusting relationship with your brand if you communicate it effectively. Customers are far more inclined to buy a brand’s goods or services if they enjoy how it connects with them. If you can build this relationship in a way your audience connects with you, you’ll gain long-term customers.

Brand communication makes your company stand out.

The more you can set your business market position apart, the better. Branding communication is one method giant corporations achieve this. Your competitors may have identical items and prices, but they will never be able to match your brand image visual identity. Developing a distinct brand image is thus essential for long-term economic success and gaining market share.

It gives customers many incentives to support

A successful communication branding strategy will communicate many distinct aspects of their company culture to customers. It can tell customers you are environmentally sensitive, family-oriented, health-conscious, budget-conscious, etc. Customers will have many reasons to buy from you if your brand communicates these crucial qualities.

Nike logo branding strategy

Brand Strategy Example — Nike

Nike is the world’s no. 1 sportswear brand for a good reason. Their brand strategy defines what they stand for and how they think and aspire to be as a business.

For example, when you see a pair of Nike sneakers on someone’s feet, you imagine that person running marathons. When you see someone wearing a Nike jacket, you assume they’re about to do some slam dunks. And when you see someone wearing a Nike sweatband around their wrist, you wonder if they’re going to beat you at tennis.

Nike’s brand strategy focused on creating buzz about its brand and products through the media. Nike’s iconic slogan, “Just Do It,” is what people think of when they hear the company’s name. Nike’s brand strategy is all about making sure its products look like something people want to be associated with. That’s why they’re in the business of selling more than just a product—they’re selling an entire experience, a lifestyle, and an attitude.

How to create a brand awareness strategy

While a brand communications firm can educate you on why a brand is important and assist you in pinpointing the strong brand strategies best suited to your business, there are a few crucial steps you can do to lay the groundwork on how to create a brand awareness strategy.

Identify your goal

First and foremost, your brand strategy must have a specific end goal you’re trying to achieve. If you can, quit worrying about the definition of “branding strategy” and instead focus on what it needs to accomplish for your organization. In that case, you’ll make much better decisions along the way and guide you on how to create a brand strategy roadmap.

Get to know your customers

Customer personas are data that aid in understanding your primary customer segments. They’ll offer beneficial details in marketing materials that guide your tone of voice and personality. For example, suppose you know your ideal customers are sentimental moms who enjoy video posts. In that case, you may focus on creating a marketing plan with visual imagery and posting heartfelt clips on Facebook or YouTube.

Create a brand voice

Finding the correct voice is an integral part of creating effective brand messaging. Memorable and beloved brands take you on an emotional experience with their personality and voice. Give your brand an authentic charm to your brand and resonates with your target audience. This voice can be amusing, humorous, vibrant, happy, intelligent, sentimental, or whatever else you deem will have an emotional impact and will be harmonious in how to create a brand strategy roadmap for your business.

a 3D render of the instagram logo

Make A Social Media Commitment

Many businesses use social media solely because their clients expect it. However, you must endeavor to increase brand recognition through social media. Because many firms merely maintain the status quo on social media, it could also be an excellent way to differentiate yourself from your competitors. Use your consumer persona analysis to find which platform your target market is most likely to use. Start concentrating on that platform more than the others.

Establish Referral Programs

Referrals provide current consumers an incentive to tell their friends and family about your products or services. Your business can use this marketing strategy to turn your existing customer base’s social networks into new customers. This is a cost-effective and straightforward strategy to raise brand recognition and generate sales from customer experience.

Make the most of content marketing

Boost the amount of content you post on social media sites, and make sure it’s high-quality and relevant to your audience. Consumers who appreciate your content marketing postings are more inclined to share them with others, bringing in more potential customers. Engagement, such as likes, shares, mentions, and comments, will also foster a strong brand identity.

Integrate traditional marketing with online strategies

Brand awareness initiatives focusing on offline campaigns should also be included. Offline marketing initiatives like billboards, posters, and brochures may attract new clients and raise brand awareness.

There is no “cookie-cutter” way how to create a brand strategy roadmap and achieve long-term goals.  But when done correctly according to your needs, branding your business can assist you in gaining a grip in the industry. A good portion of effective brand strategy and business success are determined by the type of company you run, so we recommend you actively develop your brand’s strategy and marketing efforts. We hope this helps!

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Partnering with CMOs to
Unlock Creative Excellence

Let’s explore how unlock the full potential of your marketing campaigns, overcome challenges, and achieve impactful results.