Brand building 101 is making sure you have a clear understanding of what you want to achieve and a plan to get there, in short, a brand strategy.
There has never been a successful brand that has not had a clear understanding of what that brand stands for, who it speaks to and what it says to them.
It isn’t impossible but building a brand without a brand strategy is going to be hard, take longer and cost more.
Why make things harder than they need to be, any time invested in creating a branding strategy now will save you untold time and money in the future.
I would argue it is as essential as your business plan or sales targets.
A brand is far more than just a memorable name or a logo that people recognise, it’s something that helps you to stand out in a crowded marketplace. Branding is about how people perceive your company from a wide range of different touchpoints and interactions. There are two types of interactions, ones that you can control and ones you can’t and this is part of the reason why building a brand correctly from day one is important and having a clear understanding of what is branding in marketing terms.
In today’s multi-channel world every brand needs to clearly understand the role it plays in any channel or as part of any campaign. If more companies did this, fewer brands would fail.
So how do you build a brand by creating a brand strategy?
A successful brand is built by connecting with your key audiences across a range of channels including (but not limited to) print, digital (websites, blogs, SEO, PPC, Inbound), PR, Advertising, Exhibitions, POS… And your brand needs to be aligned and consistent across all of them equally – this can help people to understand the branding meaning (also see what is branding).
Every effort should be made to avoid any deviation or miscommunication, as these can damage your branding design messaging and positioning, creating confusion in your consumer’s mind.
A considered and well-thought-out brand strategy document can provide the guidance and confidence needed to apply your brand values to any channel.
So how do you create a brand strategy?
Toast can help in several ways, if asked to start one from scratch, we start with a branding workshop to identify exactly what stakeholders are involved, what the key personas are and how they relate to logos and names, services and products, look & feel, positioning and a host of other brand fundamentals.
We can also look at your branding in marketing terms and help roll it out across product branding and other branding design ideas, naming (never use a name generator or brand name generator) and different types of branding.
Once identified, these can be challenged, developed, and finally agreed upon.
The result is a working branding document that acts as a benchmark or foundation for the brand to grow and acknowledges the importance of branding. If you are interested in finding out more, talk to us today.
I have a brand strategy: why is branding important?
If we have helped you create it or already have one, it’s now a case of applying it. As with any plan, a brand strategy is only truly effective if it is delivered effectively and consistently, this is the true value of the branding strategy document.
A documented brand strategy acts as a constant reminder of brand values and core branding elements, whatever the channel or communication project. If you want to know more about creating a branding strategy, talk to us today.