What is branding?
Branding is the strategic process a company uses to influence the market perception of their products or services. Considered one of the most important marketing tactics for businesses of all sizes, branding is how companies communicate their core messaging to customers, as well as differentiate themselves from their competitors.
Successful branding campaigns get consumers to immediately associate a brand name with a particular visual, feeling, or slogan. For example, Nike has come to be known by its ‘swoosh’ check mark, and has strived to associate its name and logo with hard work, grit, and athletic power. That’s all part of its branding.
What is a brand strategy and how to create one
Your brand strategy is a roadmap outlining how and where you will disseminate your central messaging, from your social media presence to your packaging design. The goal is to present your product or service to your target market in a compelling manner that converts them into customers.
A strong brand strategy can result in increased brand equity for your company, meaning the higher price customers are willing to pay due to the name recognition or perceived value of your brand in their eyes.
To devise a brand strategy for your business, begin by answering the following questions:
What is your mission? Be clear about what you want to achieve.
What is the value your product or service adds to your customer’s lives? One way of framing this is through your unique selling proposition (USP).
What is the ideal customer perception of your business? Brainstorm the words and feelings you want to jump into the minds of your customers when they hear your company’s name or see any element of your promotional materials.
Who is your target market? Create user personas of your average customer profile. Knowing this demographic information will help you understand what tone of language, colors, values, etc. will appeal to your intended audience.
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Implementing your brand strategy
One of the primary ways to communicate your branding is through the visual design of your company, product, or service. Your logo is the basis of this effort, and you can create one with the Wix logo maker. Additionally, a consistent voice throughout all your assets will help establish a clear brand. Start by creating a professional website, and be sure to stay on brand with your packaging design, promotional materials, social media campaigns. These aspects all play a role in sharing your branding outwards.