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Brand Strategy: Definition, Examples, and Steps

Want to make a powerful brand picture that rings real in the thoughts of customers? You will have to go through the brand strategy box: it is the direct access to durable and quality branding. Going far beyond a simple marketing imperative branding is the cornerstone of your business a solid foundation on which to build your empire. It will permit you to distinguish yourself and make you distinctive therefore vital. Uncover material examples of brand strategy as well as all the steps to build it up efficiently in this article.

Definition and objectives of a brand strategy

Every day we are exposed to many brands but deep down, do we know exactly what it is? A trademark is a sign allowing consumers to distinguish the products or services of a company from those of its competitors.

These signs are varied:

Brand Name: Moleskine

Logo: Apple’s famous bitten apple

Slogan: “Just do it” by Nike

A visual identity: the red and white of Coca-Cola

An image: the quirky humor of Michel and Augustin

A personality: the rebellious spirit of Dr. Martens

A brand strategy brings together all the actions put in place to create and sustain a brand with the help of brand strategist. It is built from specific objectives knowledge of the buyer persona and available resources.

Establishing a brand strategy means building audience loyalty by highlighting a unique identity and specific values. Its purpose is simple and essential: ensure the sustainability of the company.

The different brand strategies illustrated by examples

There are 1001 ways to carry out your motivational speaker. Here are some concrete examples that you can adapt to your own objectives.

Storytelling: increasingly used this communication technology makes it possible to give relief to a brand by appealing to the power of history and emotions. Consumers identify with and live a unique experience thanks to storytelling. Let’s take the example of the Michel et Augustin brand which seeks to create emotions through universal values ​​such as friendship, childhood, humor, and exchange.

Quality: luxury brands use this strategy a lot which partly justifies the prices offered. We can take the example of haute couture houses like Chanel, Dior, or Kenzo which evoke the quality of the fabrics used but also of the finishes. In addition, these brands claim French or Italian manufacturing two countries recognized for their know-how in this area. Other types of businesses rely on this specificity such as those that sell artisanal or handmade products.

The human relationship: in a highly competitive sector adopting the above strategies may prove ineffective. It is then possible to bet everything on the human experience in particular through the customer relationship. Apple has made a lot of effort in this direction in recent years. As more and more consumers buy online the brand makes sure to keep in touch with its customers by offering among other things a personalized telephone interview after each purchase. The goal is to help users use their devices as efficiently as possible and to answer all their questions.

The steps to build a brand strategy

Implementing a brand strategy takes place in 6 steps. You will need to adapt them to the specifics of your business and the type of products or services you offer.

Speak on social networks with a unified message: no brand strategy without digital communication. Social networks are essential today. This is where you will most directly affect your persona. To gain efficiency and consistency you must establish a social media strategy and be diligent in your publications. The help of a community manager is often welcome in this area.

Create a pleasant customer experience: Want free advertising? Put customer satisfaction at the center of your strategy and you will have interesting returns. Give more than just a service or product. Give your customers a memorable experience and they’ll spend a lot of energy recommending you.

Set up co-branding: join forces with another brand to develop your visibility your notoriety and your brand image while reducing costs. However, it is important to offer consistent collaboration to your target. If you sell sweets avoid getting closer to a charcuterie brand unless you absolutely want to launch sausage-flavored lollipops on the market.

Developing a brand strategy does not necessarily require an extraordinary budget through trade advertising. By choosing inbound marketing you avoid the often-inaccessible cost of traditional advertising (TV and radio spots poster campaigns, etc.). By offering quality content to your target through the right distribution channels you will attract their attention and have more impact than by broadcasting poorly targeted ads. One quality will be particularly useful to you:  creativity. It will help you deliver innovative and memorable experiences to your audience.

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