The definition of “brand” is the name given to a product or service from a specific source. In this context, “brand” is similar to the current meaning of the word “trademark”, however, many misunderstand it as being your logo.
Instead, a branding strategy is all-encompassing and includes your logo, style and aesthetics, and your slogan. It combines these creative attributes to your daily interaction with your target audience. A brand strategy is a long-term plan that defines what you represent, your guarantee to customers, and how you portray yourself. For example, in Peterborough, Brave worked with Nene Park to provide a successful holistic re-branding strategy (click here for our case study).
To execute and define your brand strategy in a way that positively impacts your business in all areas, it needs to be directly connected to the emotional needs of your audience and the environments in which you compete. You should be looking to test and monitor your brand’s impact if you are to adapt and respond to different factors.
A specific, workable brand strategy is a fundamental component of any business as it affects how you hold yourself against the competition. Brave Agency has been helping clients both local to Peterborough, Cambridgeshire, and further, to carve a place in their prospective industry through a meticulous brand strategy that ‘speaks’ to its audience.
An effective brand strategy gives you a major edge in increasingly competitive markets. Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
The foundation of your brand strategy is your values and mission statement. Your website, packaging, signage and promotional materials must all emblazon your logo. It should all communicate your subconscious message that defines your brand. Brave provides an intuitive second set of eyes to help visualise and interpret your brand strategy. We will help you set your best foot forward on your mission journey.
Consistent, strategic branding leads to strong brand equity. This translates to added company value communicated through your specific products or services. This is how you build up a reputation against competitors. When you earn higher regard, people are more willing to pay a premium for what you provide over alternative identical, unbranded products. The most obvious example of this is Coca-Cola vs. a generic cola drink. Coca-Cola has built powerful brand equity which allows it to charge more for its product – and customers happily pay the higher price.
A brand communicates its added value by evoking an emotional response and playing on an individual’s affinity and/or respect with an external force. This is why brands such as Adidas will engage in brand advocates such as David Beckham. By association, Adidas is empowered, endorsed and trustworthy – “if it’s good enough for him, it’s good enough for me.”
Brave Agency will ensure you are demonstrating the emotive signs and messages to engage your target consumers.
As part of a branding exercise we would include asking and answering the following questions:
What are your company’s main missions and goals?
What are the benefits and features of your products or services?
What do your customers and prospects already think of your company?
What qualities do you want them to associate with your company?
What are the habits and patterns of your prospective customers?
What are your competitors doing and how successful are they?
Although the above are examples of how we commence a branding strategy journey with you, we will never stop asking the right questions; and importantly, never stop listening. Direct information and feedback from you and your audience is paramount to your success, now and into the future.
