“Branding is the promise that you make to your customer”
Your brand or business is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.
Your brand strategy brings your competitive positioning to life and works to position you as a certain “something” (your goal position) in the mind of your prospects and customers. Branding is crucial for any product and service sold in huge consumer markets. It’s not only important for large B2B companies, but also in small start-ups as it helps you stand out from your competition.
Here’s a complete guide, to create a new brand.
Your first step
Before you start, make sure you’ve identified your competitive positioning strategy – something that your brand strategy will bring to life.
Once you have a plan in place, make sure it’s as effective as possible.
Poll your customers, employees, and vendors by conducting a brand audit. Are their impressions consistent with your strategy? If not, work on the elements you can improve.
Develop your brand strategy around a solution you could offer
List the features and benefits of your product/service. Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of an issue. Your brand should be able to solve that.
Define your brand personality, story and positioning statements
Think of your brand as a person with a clear personality. Then describe your brand as if it were a person, and convey these personality traits in everything you do and create.
The final task
Your brand strategy should boost your competitive positioning strategy, as together they create an essence of what you represent.
Nordic Intent is a marketing and brand strategy consulting firm, who believes in a strategy-first approach when it comes to dealing with any client projects. A great strategy will help you in every interaction you have with your prospects and customers as well as in communicating more effectively with your market.