Introduction to Brand Strategy: 7 Essentials for a Strong Company Brand

What is brand strategy?

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. First, let’s clear up the biggest misconception about brand strategy: Your brand is not your product, your logo, your website, or your name. In fact, your brand is much more than that — it’s the stuff that feels intangible. But it’s that hard-to-pin-down feeling that separates powerhouse and mediocre brands from each other.

So to help you rein in what many marketers consider more of an art and less of a science, we’ve broken down seven essential components of a comprehensive brand strategy that will help keep your company around for ages.

7 Components for a Comprehensive Branding Strategy

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The Top 7 Characteristics Of Successful Brands

With the volume of competition that businesses face in most industries, it’s never been more important to stand out and develop a unique identity and value proposition through strategic branding. While it’s obviously important to offer a quality product or service, effective branding is often at the heart of the companies that thrive.

According to Jerry McLaughlin, “brand is the perception someone holds in their head about you, a product, a service, an organization, a cause, or an idea.  Brand building is the deliberate and skillful application of effort to create a desired perception in someone else’s mind.”

Let’s explore the common characteristics of successful brands, so you can build your brand accordingly.

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Ten ways to build a brand for your small business

Branding is just as important for small businesses as it is for big names. Indeed, many corporate brands try to look more like small firms in order to appeal to consumers that prefer to support independent brands. Dan Einzg of agency Mystery explains how to develop your own brand identity

Many small business owners I talk to already understand that branding is essential to their business, but a surprisingly high number of them don’t really know why.

They recognise the link between successful businesses and strong branding and aspire to build a brand that emulates similar success for themselves. And they understand that branding is not just a logo or how their business is perceived externally. But too few realise that successful brands have this branding at the heart of the business. So much so that in many ways you could almost substitute the word brand for business.

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Importance of Business Branding

Branding is very important to a business, whether it is an online or offline business. Your brand will be the first impression the public has of your business and could very well be the most important one. The goal in business branding is to give consumers a visual image of your company. Business branding is very important to a business because it allows the public to identify your company name on sight.

There are several elements of business branding, the first of which is your logo. It is a good idea to use a professional in creating your company logo. A logo designed with clip art and unprofessional graphics can make your business seem unprofessional. Your company logo should appear in as many places as possible including emails, letterhead, pens, and notepads. The image your company projects should be professional and memorable.

Another important feature of business branding is your slogan. A slogan identifies the values and mission statement of your company. A slogan should emphasize the message you want to convey to the public. You should choose your wording carefully and create a short slogan that is easy to remember. Business branding is very important to any type of business and you should include your logo and/or slogan in your web site design and signage. In creating the perfect brand for your business you need to determine who your customers are and how your business can fill their needs, and who your competitors are and why your business is a better choice for consumers.

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7 Branding Secrets: Ready or Not?

Every company has a brand (how people think of them) whether they created it through design or accident. By creating your brand through design, you shape the way you wish your company to be viewed by customers and potential customers. This will remove some of the uncertainty concerning what others will expect from you and say about you. The power of a brand can’t be over-estimated. The Golden Arches are known worldwide.

However, many people confuse a logo with a brand. The logo is a very small portion of the brand effort, especially during the startup phases. Later, once your brand has been repeatedly communicated, in multiple ways, with consistency, the logo can begin to embody the overall brand. But, it will never be the brand.

Do you know what makes your company or its products unique? If you don’t you can’t begin to establish a brand identity by design. There are seven elements to remember when designing your brand.

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