First Comes the Brand, then Marketing - Standing Out in Saturated Market with Brand Strategy
3 minute read
“Products, like people, have personalities, and they can make or break them in the marketplace.” - David Ogilvy
Strong brands are built on a brand strategy
A brand strategy is many things that together, equate to your brand personality.
Hang with me… It’s more than just a logo or a tagline. It is a comprehensive plan that defines how your business wants to be perceived by your target audience. Strategizing and implementing a cohesive brand strategy will set your business apart from the noise.
There are many theories and frameworks for understanding branding and brand strategy. For this purpose, we’ll use Jean-Noel Kapferer’s. Jean theorized that brands are built on six (6) core components -
Physique - Visual cues (logo, website, etc.)
Personality - What you say & how you say it (message, tone)
Culture - What you stand for (values, purpose beyond profit)
Relationship - Value you deliver to nurture a positive client relationship
Reflection - How you portray your ideal client
Self-Image - How clients perceive their ideal selves when engaging with your brand
There are many parts to a brand strategy, each being an important component to your overall perception, ability to connect with ideal audiences, and success. The thoughtful strategy and consideration of each, working cohesively across experiences, has significant impact on your brands authority in the market.
Let’s dive into the core benefits of brand strategy -
1 - Market Differentiation
Consumers have a plethora of choices. So why should people pay attention to your brand? What reason are you giving them to listen and watch, follow and engage?
Sorry to say, but a good product or service isn’t enough. In today's competitive market, audiences want more. They want to connect with a brand. A well-defined brand strategy helps audiences differentiate you from competitors, communicating what makes you unique, and why they should choose you.
By clarifying your unique value proposition and position within the market, you’ll open the door for the right clients to connect, and you’ll weed out the unqualified or unaligned ones. Your clear, strategic messaging delivers a competitive advantage over businesses with messy, confusing or unclear marketing.
2 - Customer Loyalty & Brand Advocacy
Strong brands command attention and interest with their content, overall style and unique tone. They’re compelling and interesting beyond their product or service.
This value beyond the sale (Relationship Nurturing) is what develops brand audiences. The combination of satisfied customers + intrigued audiences curates loyal customers and brand advocates. Brand advocates are the pinnacle of a successful brand strategy and marketing success. They work for you, sharing the good of your brand, and marketing by referral and word of mouth.
When you strategize your brands message throughout good content (i.e. ‘Value’ - like helpful and informative blogs, case studies, etc., delivered in your unique tone) customers have an opportunity to resonate with you. Whether that’s through your informational content, values, personality or story, they develop an emotional connection. This connection fosters loyalty, leading to repeat purchases and advocacy. A brand strategy guides the development of this foundation and helps cultivate long-term relationships with customers.
3 - Consistency, Trust
A brand strategy is your North Star for consistency in messaging, visuals, and customer experience.
With your core pillars and marketing messages documented in a Brand Strategy Guide, you’ll always have a reference for building content and marketing that aligns with your vision and goal perception. Over time, this consistency will build trust and credibility. When customers know what to expect from you, they’ll feel confident in their decision to engage with and work with you. Trust is a critical factor in building strong relationships with customers and fostering brand loyalty.
4 - Pricing Premium
Simply put, a strong brand can command a premium price tag.
When customers perceive a brand as valuable and trustworthy, or luxury and top-shelf, they are willing to pay more for its products or services. Branding conveys your value, quality and how the public interprets your market position.
A brand strategy that effectively communicates the unique value you offer can justify higher pricing and increase profitability. In addition, a consistent and positive brand experience creates a premium perception. When customers consistently have positive interactions with your brand and have a favorable experience, they are more willing to pay a premium for the perceived higher quality and value.
5 - Employee Morale
Beyond receiving their bi-weekly pay check, why do employees work for you?
A brand strategy gives employees a purpose to get behind, something to believe in, and feel proud of for why they come to work everyday. Brand strategy aligns employees around a common purpose, creating a sense of belonging around shared vision and goals.
Employees should understand why your business exists beyond profit, taking it back to the roots with your Founders ‘why’. What’s the story and history behind your businesses inception? Draw back the curtains and reflect on your excitement at starting in business. When employees understand and embrace the brand story & strategy, they become brand ambassadors, delivering a consistent brand experience to customers.
Ultimately, a well-established and executed brand strategy fuels business growth. Without it, your marketing won’t resonate.
It allows you the nail the first impression, and keep audiences coming back. By clearly defining target markets and positioning, a brand strategy enables you to effectively reach your desired audience, attract new customers, expand into new markets, and increase market share.
Implementing a brand strategy requires careful planning, research, and execution. It is a strategic investment that can deliver long-term benefits and drive business success. By differentiating the business, building customer loyalty, fostering trust and aligning employees, a powerful brand strategy becomes a valuable asset for any small business.