An effective branding strategy is one that manages to transmit the values of a brand by creating an emotional bond with the customer. In the process of creating a brand, those attributes or tangible and intangible differentiating elements that provide the brand with a concept and make it an experience are defined.
You must have a good branding strategy to generate attachment among your customers.
What is branding?
Consumers are exposed daily to millions of advertisements that can be annoying. The objective is to have advert effect that is remembered, that is, that the client retains the brand and places it in his mind according to previously defined values.
To be a lovemark, it is essential to find an extra value that creates a link with consumers. By lovemarks, we mean brands such as Apple or Harley Davidson, which have managed to create a sense of brand.
Branding is a set of processes that are carried out to differentiate and identify a name, product or symbol from others. They define the values, vision, mission, visual identity and communications of a business.
Therefore, branding encompasses both the part of the business that allows us to identify it with the product or service, as well as the set of sensations, perceptions or experience generated by it and that will make it position itself.
Different branding strategies
Surely you will be interested in working with the branding of your company, however, it is convenient to know that there are other types of branding with which we can complement our strategy:
Personal branding has been an opportunity for very active users on social networks such as bloggers or Instagram users. Their success lies in the fact that they have been able to sell a lifestyle, desired by their millions of followers.
Many fashion brands prefer to contact influencers to broadcast advertising spots on television because they will surely reach a more segmented audience interested in their brand.
Employee branding or internal branding
This is the branding that focuses on employees, that is, the management of the opinion or image that is projected for both future and current workers. The objective of this branding strategy is to get the staff of a company to become a brand prescriber in order to attract talents to the company.
This is where companies work to create a sense of brand to their audience.
Advantages of a branding strategy
A brand that becomes lovemark has a series of advantages with respect to the others:
1. Customer loyalty
The purchases are made with or without emotional attachment. Therefore, customers who do not have any link with the brand will be more willing to change options if another company offers products with better attributes. For customers with a brand feeling, it is more possible to repeat purchases.
2. Increase in prices
Customers are willing to pay more for products, as long as a concept or experience surrounds the brand. When there is an attachment, the customer is willing to pay whatever for a new product. The perfect example of this is Apple.
3. Generation of engagement
The objective of a branding strategy is to make a brand transmit emotions, perceptions, etc. If the strategy is effective, you will be able to strengthen ties with your clients and generate a link with them that makes them interact with you.
The steps to carry out a successful branding strategy
When creating a brand, even if you only have a slight idea of what you want to do, it is essential to carry out a market study in which the main competitors, the sector, your target audience and the company itself are analyzed. You must focus on the buyers and analyze their tastes, preferences, and habits. You should get to know what motivates or drives them.
At this point, you must define both the corporate identity of a brand and the visual identity. These concepts tend to be used interchangeably. For this reason, it is important to remember that:
The corporate identity is only the reason for being of an organization, that is, the sum of its characteristics, values, and beliefs.
The corporate visual identity is those visual elements that you define based on the values with which you feel identified as a brand. It could be said that it is the logo design, the naming process, the selection of corporate colors, slogan, etc.
And, finally, the brand image is something external and that you cannot control directly. It is what the public really thinks of you as a brand or company.
Techniques to complement your branding strategy
After the process of building a brand, the management of your communication is necessary. If you want these to acquire a more human tone capable of strengthening the relationship with your customers, you can use the following techniques:
Search engine positioning
If your brand is new, a search engine positioning strategy will help you attract new users. If you carry out a web positioning strategy through actions of SEO off page and SEO on page, you will be able to reach first positions in the search engine and be there when the users look for your service.
One of the advantages of content marketing is that, if you correctly define our buyer persona, you can capture an audience interested in your products or services. The writing of articles about the concerns or interests of your buyer will allow you to approach them without being annoying. A content strategy may be to create informational content about your products or services.
Human e-mail marketing
An email is a tool used to a great extent for the exchange of information between users and for their training. That is, many users subscribe to the newsletter of a page because they find the content interesting or practical and want to be updated.
Through e-mail marketing strategy in which a newsletter is sent, you can keep your subscribers up-to-date on content and strengthen ties by making different newsletters.
With different communications, you should include interesting anecdotes, and day to day situations of the company, etc. The idea is that your subscribers can feel identified with you, thus generating a link with your audience.
This strategy must be complemented by publications on social networks such as “memes”, “gifs”, etc.
Author Bio: Melissa Crooks is Content Writer who writes for Hyperlink InfoSystem, one of the leading app development companies in New York, USA & India that holds the best team of skilled and expert app developers. She is a versatile tech writer and loves exploring latest technology trends, entrepreneur and startup column.
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