Here are 5 tips of an effective brand strategy

1. Strategy – Marketers and creative professionals always think strategically first. For us it is actually what fuels our creativity. Our job is to build a brand with purpose.

When you have a strategic plan in place you are able to track results and adapt quicker. For example, in times like today, many business had to quickly shift and adapt in order to continue to service their customers in ways they maybe didn’t before. Such as online shopping, or free delivery and no minimum orders, zoom workouts and programs for kids, etc.

Being able to adapt quickly provides a sense of support, trust, and ultimately builds deeper loyalty.

2. Purpose – While understanding what your business promises is necessary when defining your brand positioning, your purpose is more specific. It serves as a differentiator between you and your competitors. Your purpose is a combination of being both Practical and Intentional.

For example, from a practical stand point, your-re probably in business to make money, and be able to achieve success and live comfortably. From an intentional stand point  you want to provide a product or service that will ultimately improve peoples lives, gives back and betters the environment. 

3. Consistency & Cohesiveness – The key to consistency is to always ensure what you talk about relates to or enhances your brand. 

For example, when you add a photo or meme to your social media platforms, what does it mean for your company? Does it align with your messaging and values? 

It is important to ensure that your brand messaging on all media, both in digital and print, is cohesive in order to not confuse your audience. Consistency contributes to brand recognition, which fuels customer loyalty.

4. Emotion & Communication – People have a natural desire to build relationships. Human behaviour is often affected by the need to feel closely connected to others, a belongingness. 

Consumers are becoming more aware of physical safety and want to feel supported by their favourite trusted brands. Find a way to connect with your customers on a deeper, more emotional level. 

Do you give them peace of mind? Make them feel like part of a much bigger community? Do you make life easier? Have you implemented new safety measures to support your customers? 

Use emotional triggers and clear communication to strengthen your relationship and foster loyalty.

5. Flexibility & Change – While we know the word around us can change quickly, we realize it is important to remain flexible to stay relevant. On the plus side, this allows you to be creative with your campaigns.

So, how do you remain consistent while also being flexible?

While consistency aims to set the standard for your brand, flexibility enables you to make adjustments that build interest and distinguish you from your competitors. If your old tactics aren’t working anymore, don’t be afraid to change. Just because it worked in the past doesn’t mean it’s working now.

Take the opportunity to engage your followers in fresh, new ways. Are there some out-of-the-box partnerships your brand can make? Are there attributes about your product you have never highlighted before? Ask your audience what’s important to them. Evaluate and execute your findings to connect with new customers and remind your old ones why they love you.

Take Aways…

• Start with a strategy, a plan, a bigger picture, set some goals
• Define your purpose and what makes you different from our competitors
• A cohesive brand provided recognition and strengthens loyalty
• Emotional triggers strengthen consumer relationship and connection to your brand and fosters loyalty
• Engage your followers in fresh, new creative ways