Before you start strategizing, it’s important to understand the key elements of every brand marketing strategy pillar and how to use all of these components together for maximum impact.
1. Target Audience
In B2C, the target audience or market is the one who is well on the way to buy your product. But since the idea of the buying process is more complex in B2B, you’ll need to look at which companies are probably going to purchase from you, yet who within the company is going to make those choices. Depending upon the value of your product, the choice may have different influencers and decision-makers. You’ll require even messaging those addresses – every one of them.
2. Brand Promise
A brand promise is a message that addresses your target audience. It tells them what’s in store for them if they purchase your product.
3. Brand Perception
You’ll need to investigate what the perception of your brand has been previously, what it is now, and what you need it to be in the future. One way to do this is to survey your present customers to discover what they think about your brand. Does your target audience know your brand? What’s their opinion about your brand? In what way do you want them to think about you? You need to understand how your business is seen by others if you are hoping to change your brand marketing strategy, or you’ve been known as the low price provider previously, and you are hoping to move up in the market.
4. Brand Value
Characterize what guides your company’s decision making. These are the guiding principle that your brand looks to personify.
5. Brand Voice
How does your brand speak? What is its personality? How is it distinguished? The response to these questions will be based on the audience you are trying to engage in, and there should be a fit between your audience and the voice you use to address them.
6. Brand Positioning
Brand positioning is characterized as the position that a brand holds or wants to hold in the mind of the client. It can be summarized into a positioning statement that characterizes the target audience, who the complete against, the advantages of using it, and statement of evidence for the brand promise. It tells you whether the brand’s position in the market is comparable with competitors, and what separates it from the rest. Many things make up a brand, including logos and packaging, brand value, and the brand persona or voice. Your brand strategy is a fundamental tool for building up these components with the goal that they work together in the minds of buyers to assure them when they think of buying.
Throughout all the elements of your brand strategy, it’s important to maintain messaging and a unified brand voice to engage audiences and drive sales.