Branding is commonly considered a critical part of any successful business, yet many people still view it as merely a creative endeavor. But the truth is, branding is just as much about strategy as it is about tactics. It’s thinking and execution. It’s left brain and right brain. It’s logic plus magic. Far too many brands rely only on consistent logo application, clever taglines and creative gimmicks to get noticed. Without a solid strategy these tactics will fall flat over time.
What is Strategy?
Strategy is the thinking behind your brand. It addresses how your brand is positioned against the competition. It includes what you stand for and what makes you special. It’s the foundation on which you present your image. Notice that brand strategy needs to be based on what makes you different.
Too many companies build their strategy around features and benefits. They try to outperform the competition in operational expertise. But doing things better, faster or cheaper is not a brand strategy. Few companies have competed successfully on the basis of these things alone over an extended period of time. These practices can be imitated or copied quite easily, leaving no difference between you and the other guy. A good brand strategy must be built on something much bigger and more important than mere features and benefits.
Here are three keys to finding a unique strategic position:
1.) Your customers are currently seeking it. Before deciding on what will set your brand apart, make sure your customers want it. It must be important to them. If it seems like a good idea to you, but consumers could care less, keep looking.
2.) You are uniquely suited to delivering it. If you are defining a strategy for a brand that already exists, it should be based on something you’re already good at. Play to your strengths. If you’re creating a strategy for a new brand, make sure you can deliver on the promise. Don’t set yourself up for something you can’t follow through with.
3.) Your competitors are not currently addressing it. Remember, the whole point of having a brand strategy is to set yourself apart. To be different. So look around the competitive landscape. Do you see anyone with a similar strategic positioning? If so, abandon it and keep searching.
Smart strategy and brilliant execution: You need both to deliver a brand experience that people will notice, remember and ultimately want. If you need help developing a strong brand strategy, that’s what we do. Let’s talk. brentn@bonfire5.com
