A successful brand strategy speaks to a brand’s unique point as well as the brand’s values. It’s ownable, compelling, and consistent. If done correctly, a brand strategy acts as a blueprint for your brand, equipping you with the tools needed to develop a strategic roadmap. It can set your brand up for success by increasing traffic, awareness, loyalty, and revenue.
A clear, definitive brand strategy is the foundational piece of your marketing and a fundamental aspect of your brand. The brand strategy goes beyond marketing. It’s the inspirational springboard from which all other aspects of your business are aligned: product, sales, and marketing. That’s why for us, strategy always comes first.
An authentic, clear brand strategy ensures prospective and loyal customers understand what you value, represent, and offer. It is also critical that all visual touch points align with your company’s brand strategy and values. These touch points include key assets such as your brand’s logo, typography, messaging/tagline, photography look & feel, color, message-driven video and many more. Branding has the ability to inspire action on an emotional level that goes beyond the products. It’s the meaning and message behind it that puts the consumer in motion. We at CANVUS Design Studio specialize in brand strategy. Here are three strategic tips to help inspire action.
1. Define Your Brand
Branding goes far beyond what your consumers can see. Your brand is an experience that encompasses every detail and every touchpoint of the consumer purchasing cycle. In order to ignite interaction, your brand must consistently and concisely convey its core values, message, positioning, and look and feel clearly. The first step of a strategy is defining your brand. What does it stand for? What are its values? When you have a clear understanding of who you are it is much easier to find who is most likely to engage with your brand and buy your products or services. Detailed and thoughtful answers to these questions are what can lead to an exceptional start to a brand strategy.
Essential subsets of defining your brand include a brand voice and a visual presentation. Your brand voice is a purposeful expression through prose that conveys the personality of your brand. The personality of your brand voice should match your visual package. This includes your colors, typefaces, logo, graphics, and video content.
Developing a brand strategy takes focus, time, and expertise that your company may not be able to accomplish alone. That’s where we come in. At CANVUS Design Studio, we develop roadmaps. We begin with a collaborative strategy session, a guided brainstorm and conduct a SWOT analysis. It’s important for us to understand your company’s target consumer, point of difference, mission, and personality.
2. Identify Your Audience
The ideal audience for your brand are people that will engage with your products or services again and again. Those customers that purchase your products or services are likely going to share some or all of the same values that define your brand. Your company can find its appropriate audience by defining your target market and by identifying your customer’s demographics and psychographics. In identifying these you’re more likely to connect with them on an emotional level.
3. Put It Into Action
Finding who to talk to is one thing, the next step is finding where they are and how you can reach and engage with them. Social media is one clear answer, as its popularity continues to grow, and just about every demographic can be found on one platform or another. Social media is only one aspect, though. Even though digital and new media have practically taken over, print, tv, and radio still have a large reach and still may be very relevant for your brand given your target audience. Find the right place for your brand’s outreach, then craft its message and visual language accordingly.This is why highly advise you to focus on strategy before going to the drawing board.
We hope the information provided, guides you in the right direction. Need more assistance? If so, our team here at CANVUS Design Studio would be delighted to elevate your branding to the next level. For a complimentary brand consultation, schedule a time to speak with us today.