How to Build A Branding Strategy

Amber Monaco • February 26, 2020

This guest blog post was written by Tricia Byrd of WebWorx.

If I list a few brands, would you recognize them?  Could you picture their logo?  Do you know what they sell?

Dollar Tree

Patagonia

Apple

Ford

Gucci

These companies have build a brand so strong that you know exactly who they are, even if you don’t shop there.  You don’t even have to set foot in their business to have an idea in your mind of what kind of product, the level of quality, and the type of customer service you can expect from the company.

Why is brand strategy important?

Branding is never ends; it is ever-changing and always needs to be tended to.

Brand strategy consists of defining your target audience, creating a logo, choosing fonts, writing the messaging, choosing website images, purchasing a domain name, building a website, obtaining social media handles, starting unique hashtags, and curating an email list. This is just the beginning…

No matter where you are in your business, you have to pay attention to any feedback you receive: positive, negative, and neutral. Your brand strategy has to speak to your target customers. You have to walk that fine line of appearing serious, sarcastic, funny, professional, and brutally honest. You have to both (1) catch people off guard to gain a competitive advantage and (2) build trust through consistency.

Your brand’s personality

Your brand personality keeps in mind your target customer (feminine or masculine, trendy or traditional, funny or serious, bold or simple, young or mature, etc.).  When you know you audience, they can get to know YOU.  2020 marketing involves a story.  A brand has to be more than a fancy logo and a responsive website.  Your audience wants to know the story  behind the brand.  They want to get to know you, as a human.  They want to make sure that you are passionate about how you do business.  Eventually this becomes your brand’s personality because there is a real human behind the screen.

Humanizing your brand

You can’t build a brand on your own.  There are so many moving parts to your brand, and we have to be honest with ourselves to know our our strengths.  Trust me, as much as we all want to have all of the answers and all of the talents, we don’t.  Why?  Because we’re human.

Here’s what you can do to add the human factor to your brand:

1.  Work with a designer on your logo.

If you are serious about your business and you aren’t a graphic expert, please don’t do this yourself.  A graphic designer will know the ins and out of logos, including sizing, file types, coloring, spacing, and balance.  A logo is a huge representation of your brand and you could put this logo on all sorts of products (coffee mugs, tshirts, business cards, etc.), so you want it to be descriptive, visually pleasing, and simple.  Hire a designer.  Trust me.

A bunch of papers with a blue circle that says webwork

2.  Get a website.

Ahem, let me clarify.  Get a responsive, useful, and effective website.  Your website is the face of your business.  Literally – it will be the first thing people see and how they will immediately judge you.

Think of your website as a house. Your customers are sitting in your living room digging through all of your closets. Potential customers will judge you based first on your imagery (because our brains process them much faster than text), then on your content, comfortability, and ease of use. You should be using your main logo, 2-3 fonts, maximum of 4 colors, and always, always, always have your contact information first and foremost above the fold.

3.  Start your social media accounts.

When was the best day to plant a tree?  10 years ago.  When is the 2nd best day?  Today.

Create your social media accounts today, even if you don’t plan on using all of the platforms in the moment.  Do your best to make sure all of your social media handles are the same and are not crazy long. Start a hashtag that uniquely identify your business, services, and products. Start slowing on 1 or 2 platforms by posting regularly to stay in front of your potential customers.  Remember to talk to them in their language, but use your voice and your brand’s personality.

A person is writing on a piece of paper that says ' branding basics : how to be recognizable '

On Wednesday, March 11 at 11am, I’ll be teaching a FREE class on branding your business.  I’ll be going in depth on these topics to help you use branding to position yourself as an expert in your industry.  You can sign up for the class here.

The post How to Build A Branding Strategy appeared first on Bridge Space.

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