Below are the steps you need to take to develop your brand development strategy.
Consider your overall business strategy Your brand development strategy should come from overall business strategy, so that’s the place to start. If you have defined where you want your small business to grow, your brand will help you get there.
Identify your audience or “target client” If you say “everybody” you are making a very big mistake. The narrower the focus, the faster the growth. The more diverse the target client, the more diluted your marketing efforts will be.
Research your target audience group Research is the key to help you understand your target client’s priorities and perspective, anticipate their needs and put your message in language that resonates with them. It also tells you how they view your company’s strengths and your current brand.
Develop your brand positioning How is your firm different from others and why should potential clients within your target audience choose to work with you? Your brand positioning statement must set you apart but also be grounded in reality, as you will have to deliver on what you promise.
Develop your messaging strategy Create a messaging strategy that translates your brand positioning into messages to your various target audiences. Each audience will also have there own unique concerns that must be addressed, so your message must be uniquely crafted for each audience.
Develop your name, logo and tagline A new name, logo and tagline may make sense to better support your brand positioning. They are ways to communicate or symbolize your brand to both existing and new clients.
Develop your content marketing and digital marketing strategies Content marketing increases both visibility and reputation at the same time while attracting and qualifying new clients. It is also the perfect way to make your brand relevant to all your target audiences.
Develop your website Your website is your single most important brand development tool. It is the place where all your current clients and potential clients turn to learn what you do, and what services you offer. Prospective new clients are not likely to choose your firm solely based on the design and content of your website.
Build your marketing toolkit You’ll need build out the remainder of your marketing toolkit. This might include Email Campaigns, Brochures, Tradeshow Displays, Videos, and Social Medial. Think about all the “touch points” your company has and development consistent branded materials for them.
Launch, track results, and refine strategy Once you’ve implemented your new Brand Development Strategy, you should congratulate yourself! But the work is not over, you will need to constantly track the results and refine your messaging and strategies.
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