Sonja Leason of fantastic business growth consultancy Love Mondays Ltd shares her top tips for a brilliant brand strategy.
What is a brand?
When you think about your brand, you really want to think about your entire customer experience. This isn’t just about your logo, it also includes how you answer the phone, your website, your social media and even how your customers experience your staff. Overall, a brand is the way your customer perceives you. With repetition comes recognition and this is what sets you apart from the competition.
In order to have a good brand, you need a strategy. Your brand needs to speak to your target market. It needs to portray your values.
So, where do we start?
The first thing to do is consider what your business’s brand values (or strengths) are. You can start by thinking about:
What are you good at?
What does your business believe in?
It could be that you offer great customer service and you are a friendly person to deal with. Do you value good client communication? Do you have many years of experience and expertise in getting jobs done? Do you offer outstanding value for money?
It’s important that you ALWAYS deliver your brand values and ensure that your brand values are going to match your customer’s buying needs.
Your target market
Let’s take a second to look at Coca Cola, more specifically, Diet Coke and Coke Zero. Diet Coke has been a leading sugar-free soft drink since it was first released in 1982, however, when Coca Cola discovered that young males identified Diet Coke as a ‘woman’s drink’, the company introduced the black shiny can.
It’s essentially the same product, however, it’s marketed very differently. Men wouldn’t buy a drink that’s advertised with by a half naked man taking a Diet Coke break outside women in the office. Coke Zero was born.
Your Unique Selling Point. What makes you stand out from your competitors? Summarise what you do and how you do it better or differently than your competitors. How does working with you, or using your service benefit your customers?
Again, let’s take a look at a few examples:
Gillette: The best a man can get. USP - Quality.
British Airways: The world’s favourite airline. USP - Popularity.
Tesco: Every little helps. USP - Price.
Polo: The mint with the hole. USP - Being unique.
What is your USP? Can these words be used as a strapline?
Using a brand
Will it carry across each media platform? Your strapline will work on a radio advert where your logo can’t. Your typeface and logo will emphasize your brand where colour can’t be used. A good designer will take this into account.
Will it look good this time next year? You need to build trust and be easily remembered. A good graphic designer will able to take an existing logo, evolve and adapt it for today’s customers while keeping your brand values intact!
Monitor your competitor’s brand strategies. How do you compare?
We hope this helps!
The Love Mondays Team x