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How to Build a Successful Brand Strategy

ByJared Atchison,
business.com writer
|
May 15, 2019
Home
> Marketing
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It starts with defining your business and brand.

You might think building a brand strategy means creating a website with a cool logo and a distinct aesthetic, but that's just one part of it.

Creating a brand is so much more than that and takes a lot of research to get right. The most important thing is that it appeals to your target market and solves their pain points.

The more detailed a brand strategy you can create, the higher the chances are of your business achieving its goals, building its email list and growing as a whole. Your brand strategy should always aim to appeal to your target audience and cater to their needs.

Here's how you can start to build a successful brand strategy for your business.

1. Define your brand.

It can be difficult to officially define your brand, as this is a broad idea and can be expressed in so many ways. It helps to dive into the deeper layers of your business to determine more about your audience, your competition, the market and much more.

When developing your brand strategy and fine-tuning the details, ask yourself these questions:

  • What niche and industry is my brand part of?
  • What's my brand's backstory?
  • Who is my target audience? What does my ideal customer look like?
  • Who is my competition?
  • What problems can I solve for my audience? What solutions can I bring?
  • How does my brand make my audience feel?
  • What is it about my brand that my audience likes? Why would they keep coming back?

It'll be so much easier to develop a practical brand strategy when you have these answers, which map out the details and help you stay focused on what you want your brand to embody.

2. Research your target audience.

Imagine trying to create a brand image knowing nothing about your audience and what interests them. It would be next to impossible to have a successful business, because your target audience is what keeps it running. It's a must to create buyer personas of your ideal customers and determine different things about them.

You need to start by asking yourself these questions when creating your customer personas:

  • What are their demographics, such as age, sex, location, education, income level and profession?
  • What is their highest level of education?
  • What are their occupations and income levels?
  • What industry are they currently in?
  • What are their buying behaviors?
  • What frustrations do they experience in my niche or industry?
  • What are they currently struggling with?

The more you know about your target market, the better you can serve them with products and services that cater to their needs. When you do this, you build a community of loyal, paying customers who keep coming back, improving your ROI and increasing user engagement.

3. Develop a signature look.

Your brand image is how your audience will recognize you and associate your products and services with your brand. This consists of different components that make up the aesthetics of your brand, such as color scheme, logo, conversational style, tagline, tone and mission.

When creating the physical look of your brand, refer back to your target audience and try to create a look that caters to them. Since they're your customers, it's all about creating a feel and experience that makes them feel understood and excited. It's not about what you want or how you'd want it to look; it's about what your customers want.

It's important to have creative guidelines so that everyone on the team is on the same page from the time of onboarding. Everyone can refer back to it when they forget how something is supposed to look or operate. This is essential if your brand image is going to be uniform across your business and stay consistent over time. It's natural for brands to evolve, but it helps everything look exactly the way it should at that moment.

Wrapping up

Building a successful brand strategy is tough work. There's a lot of fine details you need to map out before you can create one that's right for you and your business. Your brand image is how your customers can identify you from the crowd and the competition, so you want to stand out in a significant way and build a brand you're proud of. How will you develop your brand strategy?

Jared Atchison
Jared Atchison
See Jared Atchison's Profile
Co-Founder of WPForms, one of the largest WordPress contact form plugins in the market. I have been programming for over a decade and enjoy creating plugins that help people create powerful web designs without touching code.
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