While business branding is all about creating a positive perception in consumers’ minds and differentiating your business offerings from the competitors’ alternatives, branding strategies are the plans developed to guide your journey to create or change the current perception of your brand.
More than 75% of consumers choose products or services of brands they trust as they deliver their promises or have an emotional connection with their stories, visual identity and the products or services experiences even if they have to pay extra money to enjoy the promised experience.
Tailored data-driven branding strategies are essentials for business branding or rebranding processes as they define what, how, when and where you should create, customize and deliver branding messages to build solid brand equity.
The importance of detailed branding strategies
Choosing a specific product to buy decision go beyond the aspects of quality and pricing as consumers buy experiences that match their desired lifestyle or interests that offered only by chosen brands rather than just a product or service.
Building solid brand equity “the motives for customers to choose your brand over competitors” is mainly affected by how efficient your branding strategies are in creating a consistent brand identity and personality that affects how your brand is perceived by targeted customers “brands with consistent branding process receive higher annual revenues by 23%”.
There’re many effective branding solutions to build a reputable brand and your detailed branding strategies will define which branding solutions worthy of your investment to adopt in each branding phase if they are suitable for the desired goals, targeted audiences and the budget limits.
Each business phase including increasing brand awareness for startups or small businesses, brand expansion or brand extension cases and brand reputation improvement phases and goals will require developing a detailed branding strategy that guides all business branding aspects and operations to ensure achieving the desired results.
How to improve business branding strategies?
Business branding is not limited to logos, taglines, and product packaging but it extends to all aspects of a business including marketing & advertising campaigns, employees’ orientation, customer service channels & activities and all other aspects related to communicating and building long-term relationships with targeted customers.
All efforts, time and costs sacrificed in branding campaigns & activities guided by optimized branding strategies will lead to add exceptional value to your business in many areas including:
- Increasing awareness about your business and available product or services
- Increasing credibility and trust in your business from targeted customers
- Increasing customers retention & loyalty rates
- Generate more clients through referrals and word-of-mouth publicity derived by the passive impression “perception” of your brand
- Generating more chances for brand expansion or brand extension to take advantage of your brand positive reputation
Reaching all mentioned goals or benefits and more rely heavily on improving your business branding strategies to take care of all aspects related to branding your business successfully.
The main step of developing efficient branding strategy are:
Defining the Brand Guidelines & Vision
What’s the purpose of your business besides increasing revenues?
Consumers appreciate brands with a clear vision and mission that demonstrate how they can make their lives better.
The first step of all types of branding strategies is to define your brand vision or purpose of existing that will be demonstrated in your branding messages and what your brand is capable of to add more value for customers.
The second step in a professional branding strategy is to define the brand guidelines “values – voice – tone – personality” that will applied in all branding campaigns and all types of interaction with customers to maintain a consistent professional perception “brand image” and it should be clarified in a mission statement for all employees and related parties.
Choosing the Brand Emotional Connection
Consumers buying behavior is mainly based on emotional preferences especially when products’ quality or prices are similar and their choice in many cases goes to brand with existing emotional connection.
Brands like Coca-Cola and Nike focus on their branding strategies about establishing the desire emotional connection like motivational experiences for Nike customers or a joyful lifestyle for Coca-Cola customers is the emotional connection that encourages consumers to be loyal customers for these brands.
Once you have chosen the desired emotional connection, you should depend on storytelling on your offline & online marketing and advertising campaigns to increase engagement and connect on a deeper level with your targeted customers.
Developing the Brand Identity
Developing your brand identity based on your brand values and desired perception is the next step in creating effective branding strategies process that involves the design and production of your professional brand visual identity, the tone and style used in content and branded designs produced for different marketing and advertising campaigns through offline or online channels like outdoor billboards, stores interior design, print media, official website, email newsletters, and social media marketing platforms.
Your brand identity is what makes your brand recognizable for customers through anything related to your brand including product packaging, website design, print ads design, taglines or slogans, social media templates and official printed materials like business cards.
Developing a suitable brand identity for the desired perception is essential to the success of any business branding strategy.
Choosing Suitable Branding Solutions
Where to allocate devoted budget for branding?
Critical questions that require planned answers in each one of your branding strategies to ensure achieving the desired results within the limits of the allocated budget.
Choosing the best suitable branding solutions and platforms to increase brand awareness, display your branding messages, create an emotional connection with the targeted audience and increase engagement with your brand should be based on how they are suitable to reach your targeted segments of current and potential customers.
They’re many effective offline and branding solutions and platforms to depend on your branding journey including:
- Business Branding Websites
- TV & Radio Ads
- Printed Ads & Materials
- Products Packaging
- Digital Advertising Campaigns
- Social Media Marketing Solutions
- Email Campaigns & Newsletters
- Branding Events
- Professional Mobile Apps
The choice is always critical and requires in many cases seeking professional help from an experienced branding agency to choose only the suitable rewarding solutions for your branding strategy.
Increasing Value-added to Customers
More value-added to customers = More trust in your brand
Content marketing solutions are a highly efficient choice to add value to customers through creating insightful content including how-to tutorials, Q&A live videos, email newsletters, infographics and blog posts which are also useful to communicate your brand values, demonstrating thought leadership and increasing customers delight transforming them for onetime customers to loyal brand advocates.
Your customers deserve appreciation for being your brand advocates and a valuable marketing solution through word of mouth publicity which requires to define and apply in all your branding strategies a loyalty reward program that encourages them to be more loyal through free branded giveaways or discounts.
Branding Integration in Overall Business Strategy
Integrating branding in all business aspects is a mandatory step for different branding strategies as consistent branding is more efficient than limited branding activities to marketing and advertising campaigns.
Your brand guidelines and values should be applied and reflected in anything related to your business including how your employees interact with customers, social media monitoring activities to monitor social media mentions, comments, reviews and private messages and how your response to them following the brand guidelines.
Integrating branding in all business aspects and operations will maintain the desired perception “brand image” and that will affect the overall success of branding strategies and branding campaigns while preserving the define brand values.
Brand management starts from the brand development phase that is mainly based on how your business branding strategies are detailed, data-driven, customized and how they take care of every aspect of the overall business branding process.
Hiring a professional branding agency with prior extensive experience in all branding activities and also offers customized cost-effective branding solutions is your basic choice to transform your business to a reputable brand.
Contact us today to develop your efficient business branding strategy