Branding is the process in which a product or service creates a unique identity for itself. This identity is used to position the brand in the mind of the consumers. Everything from the brand name, logo, fonts, design, and communication represents the brand. But a brand is much more; it is a statement, an experience, and a bond between the consumer and the company. 

Take, for example, Nike. We know they make great shoes. But that is not all that comes across in their communication. They promote a lifestyle full of inspiration, achievement, and positivity. Their brand stands out for its never-say-die attitude, which is why it fits in perfectly with the biggest athletes in the world, who regularly feature in its ads.

So we can understand that branding is the soul of a marketing strategy. There are many blogs you can read to improve your understanding of branding at curiousowl.

The better the branding, the more effective the marketing strategy. The marketing strategy is a series of steps that promote the brand. When both branding and marketing strategy come together seamlessly, it produces outstanding results. 

So let’s begin by understanding what is meant by brand strategy.

What is strategy in branding

 

Creating a blueprint that ensures your brand gets both visibility and conversions is the first step towards marketing success. How your consumers interact with your brand determines whether they will become loyal users or try something else.

This entails that your brand vision must come through in your communications. Take the example of IKEA; everyone knows they sell great furniture. But that is not their vision; it is “to create a better everyday life”.

IKEA’s bold letters and logos are unmistakably distinct and stand out from others. The store experience is unmistakably interactive, with the DIY component requiring the customer’s cooperation.

Without breaking the budget, IKEA offers you chic and modern furniture. It is easy to transport home and assemble yourself. The result: the customer will be marketing the company as they rave to their friends and family about their newly acquired furniture.

IKEA’s brand colors represent its Swedish cultural identity and are recognizable the world over. Reusability and sustainability are part of the brand’s core values. A mix and match culture ensures the customer keeps coming back to try something new.

The fun approach to content creation was all the more evident in the IKEA “easy to assemble” web series. Featuring a host of celebrities, it showcased the IKEA furniture in the backdrop without being in your face.

The branding strategy of IKEA is a great guide for new companies. Every step of the brand journey, from the logo to the store design, is carefully thought out. The tone of voice of the brand is consistent and identifiable. The value proposition is so irresistible that the competition is yet to catch up.

How do you create a brand marketing strategy?

The first step in creating a brand marketing strategy is understanding what the audience wants. Then the entire brand communication can be evolved appropriately. The tone, look, feel, and user experience should all be tailored around the desires of the audience.

One of the greatest brand marketing campaigns that was created was “think different” for Apple. It had a great impact on the brand’s success. The campaign was developed by Lee Clow when Steve Jobs wanted a different approach to advertising.

At the time, Apple was facing a huge perception problem. There were articles describing the devices as toys that could not do real computing. As a result, Apple’s market share was steadily on the decline.

The “think different” campaign featured photos of various visionaries like Einstein and Gandhi. It was a direct take on IBM’s “Think IBM”. Apple encouraged its customers to become game changers and try new paths.

This iconic campaign changed the public perception of Apple. By understanding the marketing problem, the agency came up with a creative solution that shook the world of advertising. 

Both logic and intangible elements are essential in building a brand marketing strategy. Understanding the marketing problem requires data analysis, but coming up with a tone of voice that makes an impact requires an understanding of what the audience wants.

How to design an ideal brand strategy roadmap/framework?

What do we mean by a brand strategy? In simple terms, it is a strategy to achieve the goals the brand has set out for itself. It includes but is not limited to staying true to the brand mission and vision, increasing market share, and meeting customer expectations.

Netflix is an excellent example of an OTT platform that has made a mark using a brand strategy. Today, it has over 200 million subscribers. Despite a host of competing platforms, it has managed to stay ahead in the race.

Netflix is huge in mobile advertising and is showing the way ahead in mobile digital marketing. It uses an interactive marketing mix. For example, ‘Stranger Things’ was promoted using augmented reality on Snapchat, gif animated tweets on Twitter, and word of mouth advertising by celebrities.

Netflix is pretty big on email marketing, too, even risking their mails getting marked as spam. But once someone opens the email, it is full of interesting moving graphic footage and animations. Netflix has also been conscious of its target audience – socially conscious youngsters who like interesting content. 

The lesson we can learn from Netflix is that modern marketing strategy is all about pushing new boundaries. The more you are in tune with the content your target audience is consuming, the more you can reach out to them. 

Types of branding strategies

Different types of branding strategies work well for companies at different stages of the sales funnel. 

The first is product branding, where the focus is on a single product. The most famous example of such branding is Coke. The red bottle is iconic and has been used to promote the company over the decades. 

The second type of branding strategy is corporate. Here the entire communication is centered around the vision and mission of the company. For example, Nike’s mission is “to bring innovation and inspiration to athletes around the world.” Nike positions itself as a brand meant for those who are really serious about their fitness.

The third is service branding. Here the company brands itself based on the quality of services it provides to the customer. Uber is a cab aggregation service whose operations act as a self-marketing strategy.

The fourth is co-branding, wherein two brands come together and promote each other. The Superbowl and EPL are such mega marketing events where maximum co-branding happens.

How do you manage a brand strategy?

A brand strategy is essential to ensure a brand evolves and keeps in tune with the times. At every stage of the brand story, different activities have to be undertaken.

The communications and the brand value need to be aligned at all times. Consistency is the key when it comes to positioning a brand in the minds of people. 

Take, for instance, the Marlboro man. For decades, the advertising revolved around print ads where a cowboy was shown moving around on his horse across various landscapes. There were no words required to get the message across.

In the digital age, online reputation management has become an important part of brand strategy. Reviews need to be monitored and responded to quickly. What people say about you on social media positions the brand in the minds of people.

Here’s an example of a brand strategy you should emulate

Brand strategy is a mix of communications and marketing to meet business objectives. Harley Davidson has redefined brand loyalty and achieved cult status.

The brand personality of Harley Davidson has centered around freedom and individuality. The brand encourages community building through its bike tours. 

In the face of competition from cheaper brands, a Harley Davidson has an aspirational value. The thrill of simply owning it is something only their customers experience.

The level of customization it offers is unsurpassed, creating truly unique experiences. Targeting a user audience who are “born to ride” for long distances, generally between 20 – 40 years, has attracted passionate users.

What are the elements of a brand strategy?

1 The purpose

One must know why they are in business and work accordingly. This allows the team to rally behind the cause and drive the message to the audience.

2 The vision

Having a vision is like having a goalpost. It helps to steer the ship in the right direction. 

3 The audience

Knowing which audience you are targeting helps in both understanding their problems and providing them solutions. It also helps to evolve the brand tone of voice and imagery, which suits that target audience.

4 The competition

Apple derived greatness in response to IBM. Knowing what the competitor is doing is the first step to doing something better.

5 The product

It all comes down to the product or service you are offering. If it is meeting the customer expectations, it will act like a self-generating marketing campaign.

Conclusion

Building a brand requires a well-crafted strategy. Successful brand stories are usually made by those who follow the basic brand guidelines.

Being transparent and communicating with customers is an important step to establishing trust. Read more blogs on creating a great brand strategy at curiousowl.