Branding strategies: 7 basic elements to create a solid brand
When we talk about branding we refer to the process by which a brand is built, through the attributes and values with which it wants to be identified in the sector. So branding strategies do not try to create more prestige around the product or service, go beyond it and create ideas.
Below, the elementary steps are offered when carrying out an effective branding strategy:
1. DEFINE YOUR MISSION
It is the first thing to do: be clear about the main objective of the company. As to who is directed, how we want to be perceived, what could be the price taking into account that of the competition. With all this, the positioning strategies will work better. Thinking about the adjectives that would define the company can help you: modern, traditional, serious, fun? And then get all the elements to reflect that.
But try to differentiate yourself from the competition: The best thing is that you choose to choose those values that the competition lacks and focus on them to offer a value of differentiation to the public.
2. CREATE THE BRAND
Choose a name easy to remember and a simple and representative logo of the brand.
The color is also elementary to determine how the brand will be understood, since there are colors that express sobriety and professionalism as black as well as movement and youth as purple, for example.
The slogan is what will end up accompanying the brand, it must be catchy so that it expands easily.
If you do not know how to define each element, you can do a search of logos or web pages of the competition to see how they have worked their branding.
3. COMMUNICATION AND TRANSPARENCY STRATEGY
It is necessary to implement a communication strategy with the public, both internal and external, to achieve a good brand positioning. Define well the way in which the company communicates with the public and the channels by which it does so:
– Press releases
– Social networks
– Online marketing campaigns, etc
All this must be very observed and analyzed to avoid undermining the reputation. Also, being honest and natural you will get emotionally connected faster. Stay in constant contact with customers and see their expectations. If you are authentic, customers will be loyal to the commitment and reliability you transmit.
4. BE ACTIVE AND CONSISTENT
Make flashy actions on a regular basis to help further consolidate the brand, for example, co-branding as did Philadelphia and Milka, who managed to convey positive emotions and the feeling of higher quality thanks to the alliance.
5. SEEKING EMPLOYEE PARTICIPATION
Employees are the first to be 100% loyal, as they are responsible for representing the brand. That is why the narrative that is decided to be carried out in social networks or in advertising campaigns has to be in line with the tone and focus of customer service offered by all employees.
6. BE FLEXIBLE
Get to carry out different and original marketing campaigns and communication without losing sight of the main values of the brand. An example would be the image redesigns made by the brands from time to time, there is no need to fear change if all the elements are taken into account and the most basic brand identity is kept intact.
7. REWARD LOYALTY
If you already have a loyal public that talks about your brand and choose it before many others, you should reward them with gifts or more participation in any action. This will make the brand-client relationship stronger and much more difficult to lose as prescribers.