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

5 Tips on Reducing Workplace Distractions
Feb. 12, 2019 | Posted by The Alternative Board Worldwide
These days, employees are faced with an unprecedented onslaught of workplace distractions, chief among them all the apps and digital sideshows that now pervade everyone’s consciousness. No wonder...
Leadership Part II: Why be a Boss when you can be a Leader?
Feb. 6, 2019 | Posted by Phil Spensieri, TAB York Region
In my past 30 years of business I have met thousands of business owners and while all of them have been the ‘boss’, not all of them have been leaders. How to be a better leader is a topic that comes...
A Quick Guide to Hiring a High Performing Sales Team
Jan. 29, 2019 | Posted by The Alternative Board Worldwide
A quality salesperson is vital to sales team success This individual is responsible for generating leads and closing sales, which translates into revenue-generating activities for your organization....
5 Common Recruiting Mistakes and How to Avoid Them
Jan. 24, 2019 | Posted by The Alternative Board Worldwide
You don’t need us to tell you—the goal of hiring talented, qualified job candidates is now a lot harder to achieve than it once was. Businesses are pursuing a wide range of strategies in order to...
Management Skills Part 1: Transitioning from Employee to Manager
Jan. 22, 2019 | Posted by Phil Spensieri, TAB York Region
In my work with business owners, many of them have expressed a desire to transition a certain employee to a more senior role at their company. However, this promotion sometimes doesn’t happen because...
Leadership Tips in a Time of Rapid Business Growth
Jan. 22, 2019 | Posted by The Alternative Board Worldwide
Solid leadership is critical during every phase of a company’s evolution. This is probably most important during a time when a business undergoes a period of rapid growth. According to serial...
A Guide to Securing a Small Business Loan
Jan. 15, 2019 | Posted by The Alternative Board Worldwide
Start-ups and companies in early growth stages often need an infusion of cash to keep their businesses afloat. It’s also true that more established firms can benefit from a short-term loan in order...
5 Leadership Traits that are essential for Business Owners and CEOs
Jan. 3, 2019 | Posted by The Alternative Board Worldwide
Do successful business leaders and CEOs exhibit the same qualities across the board? Generally speaking, the answer is “yes.” Specific personality and character traits can be identified as essential...
Planning Your Employee Recruitment Strategy for 2019
Jan. 1, 2019 | Posted by The Alternative Board Worldwide
Getting top-quality new hires isn’t something that happens by accident. Nor should such a recruitment strategy spring up only when an important position suddenly opens up. The key to assembling a...
How to Manage Your Mobile Workforce
Jul. 16, 2018 | Posted by The Alternative Board Worldwide
The American workforce is changing the nature of “work” as we once knew it. The days when employees absolutely had to work at a desk, in an office, are long gone. While many businesses still insist...