If you are looking to increase brand awareness, loyalty, and advocacy, you need to be developing a digital brand strategy. Consumers need to see your brand 5 to 7 times before they are able to remember your brand. Without a solid brand-building strategy, you risk not achieving enough impressions or having these impressions be unfavorable.
Developing your brand and marketing strategy is a challenging process but will reward you with long-term gains that can be priceless assets in the competitive marketing environment of today.
At least 50% of consumers follow one or more brands on social media. If you want to become one of those brands, you need to include digital in your overall brand strategy.
Social media changes rapidly. However, you can set your brand up for success by understanding your brand vision and digital community. Then develop consistent processes that align with your brand to execute successful campaigns.
Before attempting any campaigns or marketing, make sure you have the keys to business branding down. These foundational pieces are the key elements to success. They rarely change. They are cornerstone qualities that guide all decisions for your brand and allow you to develop effective processes.
Ensuring you understand your brand purpose is a critical first step for defining your brand and developing your brand strategy. Your brand purpose answers the question of why and can instruct your brand mission, vision, values, and tagline. Having a clearly defined why behind your brand is essential to crafting meaningful marketing that will resonate with your customers.
Once you understand your brand purpose, it is time to define your target audience. Defining your target audience is also one of the most essential steps of developing your brand and marketing strategy. It is impossible to build a brand without an audience. Take the time to get it right.
Developing your brand voice can be challenging but is essential to creating a brand that sticks in the consumer’s mind. You must maintain consistent messaging that is recognizable wherever it may interact with your consumer. If your brand voice changes from platform to platform, it can be confusing and prevent your target audience from getting to know and remember your brand. Successful implementation of a brand voice creates a consistent perception in the mind of your consumer. Make sure your voice is creating the image you desire.
With your brand purpose, target audience, and brand voice defined you can begin to create processes that will streamline your marketing efforts.