Laying the Foundation for Effective Brand Strategy

Crafting a killer brand strategy is more intricate than whipping up a snazzy logo or posting catchy slogans. It flavors your brand with purpose, values, and a unique charm so that it stands out in the market. It forms a lasting bond with your audience fostering recognition, trust, and sustained growth. But effective brand strategy is not possible without the proper foundation which requires research, creativity, and strategy. 

Dive into Your Brand’s Story 

The cornerstone for your brand is it’s story. Knowing and leveraging your brand's story translates to connection with the people your brand serves. When we say connection, we mean an emotional connection. 

A story brings the character to life. Think of it this way, without Captain America’s origin story, would we be invested in his epic battles against evil and his desire to stand up for the vulnerable? Showcasing your brand’s story gives you an instant emotional connection with your audience.

Here are some telling stats about emotionally connected customers: 

• Have a 306% higher lifetime value

• 70% spend more than twice as much with the brands they're loyal to

• 86%  think of the brands they are loyal to when they need something

Emotion relates in a powerful way, and your brand story brings the emotional connection. It wiggles its way into consumer’s minds and sticks. It shows that behind your incredible product or service are people trying to make a difference for the people they serve. Pro tip: If you don’t know your brand’s story, then it’s time to get to the drawing board.

You can start by asking basic questions like:

• How did your business begin? 
• What problem did you aim to solve in the world/community?
• How is your solution uniquely positioned you in your industry?

Leveraging Data-Backed Target Market Research 

This kind of research focuses on your ideal consumer and helps you better understand that audience. Then, you can leverage your products and services to meet your consumers’ needs. So, instead of slapping a general catch-all idea that would appeal to the masses, target market research helps you bring nuanced messaging to those most likely to use your product or service. 

Messaging to Your Target Audience

Identifying your target market is one step of many. From there, you’ll have to consider how to meet your customers where they are. That is why research is so crucial. You make informed assumptions about your audience and craft content to speak directly to them. Often, crafting personas is a helpful way to characterize your target audience. Personas represent a segment of the market and uses their priorities, obstacles, and needs as characteristics. 

For example, if you’re selling luxury cars, zone in on a persona that helps your brand overcome a common obstacle: price points. We all know that Frugal Freddy isn’t likely to splurge on the latest, high-end sedan. But, if you demonstrate the value of your luxury vehicle’s long-lasting engines, the many warranties available, and the fact that Freddy can purchase electric and SAVE money on gas and maintenance, Frugal Freddy has now become Flexible Freddy. Before you know it, you have taken a person who would never have considered your product and built a bridge to bring them to your front door.

Brand Positioning & Promise

Another key factor in effective brand building is brand positioning. Your brand must stand out from your competitors and show how that is valuable to your audience. 

Strictly for your learning purposes 😉, we’ll explore our unique brand positioning. So here is our shameless plug, the not-so-secret reason our Prim Pack has an edge over any other run-of-the-mill marketing agency in West Texas.

Did you catch that? We promise growth to our clients, and these are not empty promises. We follow through. Now, take this example full circle and apply it to your brand. How are you set apart from your competitors? What value does your product or service add to your audience’s life? 

Let the Creativity Begin 

Alright. It’s go time. Once you’ve laid your foundation on your solid brand story, sound market research, and effective messaging and strategy, it’s time to start the engine. This is when you need your most creative minds to implement what your goal-oriented branding strategy outlines. Essentially, it’s time to dig into your marketing toolbox. 

As you learn to execute messaging and marketing strategies to build your brand, you will have to make adjustments. You will have to pay attention to what your audience tells you through social media post engagement, sales, and even data analytics. But with a solid branding foundation, you can create effect brand strategy that impacts the right consumer.