Developing a brand strategy is your long-term plan for success.What are potential outcomes for your company? What is the purpose of your company? These are all questions you should ask yourself before getting started with your own business. Your purpose should be what differentiates you from your competitors. Why are you better, why should people use your product/services over another company?
A lot of people might say, the purpose of their company is to make money. Although this is important for any business, there has to be a great meaning behind it. Rock the Aisle Bridal focuses on helping brides make their wedding planning process less stressful. So when figuring out what your company’s purpose is, dig deeper.
Everything you do for your company should have a purpose. You should have a purpose for posting a picture to Facebook or hiring a new employee. What are the benefits of what you are doing? Be consistent with your purpose. If it doesn’t have anything to do with what you are focused on, is it helping you develop your brand? Being consistent in each marketing aspect of your company creates a more continuous flow. It helps to become a more recognizable brand.
With today’s world, being flexible is important. Things are changing all the time. New trends come and go. In order to be relevant you need to be aware of changes in society. These changes could alter the way people look at your company. Flexibility will give you an edge to your competitors because it builds interests. You can still be consistent and flexible at the same time. Changing things isn’t bad, sometimes it’s necessary.
Above, we talked about competitors a little bit. They are the people trying to sell the same products/service, but you want to be the best. You can use your competitors for your own success. Look into their strategies and tactics, analyze them. See if they have worked for them and if so give it a shot, but do it better. You don’t want to do the exact same thing as them. Don’t let them dictate your entire strategy. You should still be your own brand, but it doesn’t hurt to learn from their mistakes or successes.
Creating your brand identity involves a lot more than just a purpose. Often people look to other aspects that define your brand to the outside world. Logos, brand colors, taglines, fonts and imagery all help to create a consistent brand strategy. Other elements may apply depending on your business. A large business can use spokespeople or mascots as defining elements to its brand.
Focusing on logos and brand colors, the more simple and less overdone it is the more memorable it will be. Your logo does not need to represent every single part of your company, it should be simple but effective. This will make it more recognizable. Don’t overcomplicate the branding elements. On the other hand, don’t do something that doesn’t represent your company at all. In other words, don’t be generic. There are so many terms and pictures used to represent certain types of companies. Put your own twist on it and make it recognizable.
Everything you create should have a purpose. The purpose of your company is ultimately what describes your company. Everything you make or post should relate back to your purpose. Doing all of this will help to create great relationships with customers and give future customers a positive outlook on your company. 