If you want to scale your business, you need to stretch beyond your comfort zone. Imitating others will make it difficult to stand out in the market and achieve sustainable growth.
So it’s time to be creative and innovative.
When developing a brand strategy, it’s easy to follow the latest trends and produce your own version. You’ll get a hit now and then, but your work isn’t memorable. There’s nothing original and memorable about your strategy.
To build a lasting brand, you need to stake your claim, make a powerful impact, and deliver something valuable time and time again. A brand is always changing, but it should grow from a strong foundation and identity supported by marketing.
1. Create a profile of the ideal client
Knowing your clients is the best way to build a branding strategy that connects with them. By creating a client profile, you can figure out who your target clients are, what they want, and where they are searching for products like yours. This is the best way to know the right audience you want to attract to your company.
Start by knowing your ideal client’s pain points, their age, their income level, what solutions they have tried and what they think of those solutions. This will help you create a unique selling point that will help your brand stand out. Also, you’ll know what services your clients are interested in. By conducting market research, you’ll use the right tone in your marketing and website; this’ll keep your audience engaged and compel them to take the desired action.
Clients aren’t always rational.
Why would a person pay thousands of dollars more for a watch, instead of buying a cheaper, equally well-made watch? The answer is that there was an emotional voice that persuaded them to buy an expensive watch.
If you want to take your branding strategy to the next level, make your audience feel like they’re part of the brand. Resonate on a deeper and emotional level with your customers. Does your brand give them peace of mind? Make your clients feel like they’re part of the family. Use emotional triggers to strengthen your relationship and build loyalty.
Avoid talking about things that don’t enhance or relate to your brand. Did you add a new post on your Facebook page? What does it mean for your business? Does the post align with your message, or is it something funny which will confuse your audience?
Have a style guide to avoid posting confusing content. A style guide includes the tone of voice you’ll use, the color scheme you’ll use, and the way you’ll position certain services or products.