<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=290086984736480&amp;ev=PageView&amp;noscript=1">
Search
word-map-thumb

The Alternative Board Blog

How to Create an Effective Brand Strategy for Your Business

May. 6, 2015 | Posted by The Alternative Board Worldwide
bigstock-Businessman-Writing-Planning-M-77923373

 

Even if you haven't officially started drafting a brand strategy, you've likely put some thought into your brand and what it means. A brand strategy is a strategic document that explains your company’s background, values, target market and personality. It defines who you are and how you’re different from the competition. A clear, consistent, and solid brand strategy helps your employees understand your brand inside and out, so you’re all on the same page when it comes to your branding message and how it translates into meeting your business goals.

An effective and well-executed brand strategy can help you establish a stronger connection with your customers. Here are several ways to increase your brand equity and make your business stands out among your crowd of competitors.

brand strategyBuild Your Image

Clear and consistent messaging is key to creating a strong brand strategy. Promote the attributes that differentiate your business from others. Employees (as well as potential and existing customers) should be presented with consistent, authentic and powerful communications about what makes your brand unique and what your company believes in.

In short, your brand is the promise you make to your customers. To make your brand resonate with them, it can be helpful to choose a brand archetype and define your company goals and traits around it. Thinking of your brand as an archetypal character (e.g. the Hero, the Explorer, or the Sage) can help you focus your brand strategy to appeal to targeted markets. Once you’ve developed your image, integrate it into every aspect of your business, from your logo to the way your employees answer the phone.

Choose Supportive Employees

To be effective ambassadors for your company, all employees must be onboard with your brand strategy. If your customer’s experience with your company is at odds with the image you’re portraying, your branding efforts can be completely negated.

Every detail of your business—including the way employees greet customers, the effectiveness of customer service teams, and the cleanliness of your business locations—should align with your brand strategy. So ensure everyone in your organization understands, believes in, and supports your company values and branding goals.

Want additional insight? Download Easy Ways to Improve Your Company Culture

DOWNLOAD

bigstock-Customer-Loyalty-Concept-60837008Establish an Emotional Bond

Success is not just about providing great products or services at reasonable prices. To truly succeed, you need to achieve a deeper connection with your customers. Whether or not you can make a strong, long-term connection depends on the effectiveness of your brand strategy. To build loyalty and garner trust, ensure that your image will resonate with your target audience.

Once you’ve created a powerful brand strategy, the most important thing is to deliver on it! Use targeted advertising and consistent messaging to communicate how you’re making a difference, how you operate in line with your branding, and how you’re making your value proposition a reality. Strong brand equity can bring customer loyalty, competitive advantage, opportunities for expansion and even increased negotiating power and margins.

 

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board Worldwide

Related posts

4 Tips on Creating a “Customer Experience” Strategy
Jun. 6, 2019 | Posted by The Alternative Board Worldwide
In your company, how much thought is given to the quality of interactions between your customers and your business? The experience your customers have when interacting with your brand can make all...
Are You Looking to Expand Your Business?
Jun. 4, 2019 | Posted by Phil Spensieri, TAB York Region
Over the years, I’ve coached many business owners as they’ve worked to expand their business. Whether it’s the physical expansion of your office space, expanding your workforce, or investing in new...
Automate Small Tasks and Stay Focused on the Big Picture
May. 23, 2019 | Posted by The Alternative Board Worldwide
A sizable portion of business operations involves tasks that are repetitive, annoying to those charged with handling them, and fairly easy to automate. In case you’re wondering which tasks fall into...
How A Positive Company Culture Is Built By Aligning Employees
Apr. 25, 2019 | Posted by The Alternative Board Worldwide
What does company culture mean? Every organization comes with a unique culture, a set of agreed-upon values that govern the way the company does business. Some cultures grow with the company and...
When You're the HR Department for Your Business
Apr. 23, 2019 | Posted by Phil Spensieri, TAB York Region
Human Resources (HR) is an area that seems to cause most business owners the highest amount of stress. Unfortunately, without an HR Department, HR issues become the responsibility of you, the...
How to Appreciate (And Retain) Your Employees
Apr. 16, 2019 | Posted by The Alternative Board Worldwide
Any business that doesn’t place a high priority on employee appreciation is likely one that sees a fair degree of employee turnover. Back in the day, simply paying a worker on time—and perhaps...
Can You Have a Fun Workplace that's also Productive?
Apr. 11, 2019 | Posted by The Alternative Board Worldwide
Somewhere along the line, the idea of a serious, no-fun-zone workplace became institutionalized among American businesses. For a long time, that meant no intersection between “work” and “fun.”...
What are the Worst Mistakes You Can Make as a Leader?
Apr. 4, 2019 | Posted by The Alternative Board Worldwide
It takes a lot of smarts, experience, vision, intuition and skill to be an effective CEO or business owner. But all leaders must be mindful that their ability to make mistakes—just like everyone...
How Stronger Vendor Relationships Can Spur Growth
Apr. 2, 2019 | Posted by The Alternative Board Worldwide
Vendors may not seem like a high-priority constituency to most CEOs and business owners, but in fact, a strong business-vendor relationship can significantly boost growth. Unfortunately, many people...
Are You Ready For Your Exit? Creating Your Exit Strategy
Mar. 26, 2019 | Posted by Phil Spensieri, TAB York Region
As a business owner, at some point, you will start thinking about what’s next; very often this thinking results in creating an exit strategy (or exit plan). Many business owners that I work with...