4 key areas to consider when developing your brand strategy
Brands…
We wear them
We eat and drink them
We drive them
We trust them
We recommend them
We choose them
We advocate for them
Some of them we genuinely care about
While others are in our lives simply because we depend on them.
And, whether we like it or not, our relationship with brands is deeply ingrained into our lifestyle; they influence our choices, signify our aspirations, and reflect our values to the world.
In fact, the stats tell us that:
- 72% of customers across the globe feel a sense of “loyalty” towards one or more brand (Zendesk)
- 62% of customers say they feel an emotional connection to the brands they buy (Salesforce)
- 61% of customers will dump a brand over poor customer service experiences (Microsoft)
Which, from a business point of view, supports the theory that:
Consistent branding directly leads to more revenue!
When a brand consistently presents the same message and look everywhere, it’s more likely to stick in the customer's mind.
However, there are four key issues that small businesses experience when trying to develop and manage their brand:
1. Differentiation:
It can be difficult for small businesses to establish a unique brand identity in a crowded market where many other businesses may offer similar products or services.
2. Consistency:
Maintaining a consistent brand message and aesthetic across all platforms and materials can be challenging, especially without dedicated branding or marketing teams.
3. Adaptability:
Responding to market changes and evolving the brand accordingly can be a slow process for small businesses, which may not have the agility of larger competitors.
4. Measuring Impact:
Small businesses may lack the tools or knowledge to effectively measure the impact of branding efforts and adjust strategies accordingly.
To address these common challenges, here’s my tips to enhance your branding efforts:
- Differentiation
> Identify Your Unique Selling Proposition (USP): Clearly define what makes your business stand out. This could be your product, your customer service, your story, or your values.
> Engage with Your Community: Small businesses can build a strong local or niche following by being involved in community events and causes.
> Leverage Customer Testimonials: Share your customer success stories to highlight what’s unique about your experience or offerings. - Consistency
> Develop a Brand Style Guide: Create a document outlining your brand’s colour palette, font styles, and the tone of voice to be used across all marketing materials.
> Use Templates: For social media posts, email newsletters, and other marketing materials, use templates that align with your brand style guide.
Make sure all team members are aware of your brand guidelines and how to communicate your brand message. - Adaptability
> Stay Informed: Keep up with industry trends and customer feedback to anticipate market changes.
> Flexible Brand Strategy: Develop a brand strategy that allows for some flexibility so you can pivot as needed without losing your core identity.
> Customer Feedback: Regularly collect and analyse customer feedback to inform adjustments to your products, services, or brand. - Measuring Impact
> Use free or low-cost analytics tools: Utilise tools like Google Analytics for your website, or the insights functions on social media platforms to track engagement and reach.
> Set clear objectives and KPIs: Determine what success looks like for your branding efforts (e.g., increased website traffic, higher engagement on social media, more in-store visits) and measure against these goals.
> Survey Customers: Periodically survey your customers to gain insights into brand perception and areas for improvement.
By implementing these strategies, small businesses can enhance their branding efforts and overcome common obstacles!
Need help with your brand strategy?
If you need help, guidance or finding clarity - jargon free - with your marketing planning, personal brand strategy or leadership development - just hit the 'reply' button or email: simon@