In order to become as successful as possible, a brand strategy is more than a luxury. It’s a necessity. One of the main benefits of having a clear brand strategy is the ability to successfully identify all different phases of your customer journey, make them actionable, influence your customers, and build loyalty.
When most people think about a brand and its various layers and elements, they tend to gravitate towards the logo, colour scheme, slogan and tone-of-voice. But these are just the superficial elements that convey your brand and story. It’s understandable that these elements are the first things that spring to mind, since they’re the instantly visible outcome of adopting a brand strategy. But your brand strategy also defines what you stand for as a company. The promise you make to the world. At its core, it determines the value you deliver to your customers.
A brand lives through every touchpoint and interaction you have with your consumers. In addition to your digital touchpoints, your brand is also represented in the physical world. Think of the delivery service that’s in direct contact with your customers, and the way they deliver your packages (hopefully with a smile and swiftly). The packaging itself, responsible for the message and experience you present when the consumer unpacks their package. These are all important touchpoints you can use to communicate your brand message.
Many brands have adapted to the digital world, evolving to represent a broader set of experiences across all channels. At the same time, consumers have gained access to information through a multitude of digital channels and have become increasingly influential. Making sure all these channels and interactions live together in harmony is simply impossible without a consistent and relevant brand strategy.
Crafting a Brand Strategy
It’s important to first design and define your brand, before creating all the communication deliverables that ensure your brand resonates with your customers. The way your company and its brand is currently perceived by potential and existing customers is a vital ingredient when crafting a new brand strategy.
Your company’s visual, audio, and behavioural traits should all be treated as equal components of your brand, to match the perception of a customer or prospect. The way consumers experience a brand can be described by three pillars; visibility, communication, and behaviour.