What is an effective brand strategy and how to get one

Thursday 22 June, 2017

Branding is often a confusing subject because most people think that if they have a company logo and use the same colours in the logo throughout their business they can tick branding off their list.

It would be wonderful if it was that easy but unfortunately, there’s a lot more to it and those that are doing it well are reaping the rewards.

To gain a competitive edge in any industry, whether it’s in finance or plumbing, floristry or fitness, it’s important to have an effective brand strategy so let’s look at what that is and how you can get it.

The look

The look of your brand does start with the company logo and colours however it flows over into the design of everything from your business cards and stationary, website and social media, all the way through to your uniforms (yes you should have one) and even hairstyles, depending on your business.

If you are a young trendy man who is looking for a modern-day barber to help you create the perfect beard for your face shape, you’re more likely to choose a barber where the staff have awesome beards, right? This is the same regardless of what industry you are in so think about how everything looks to the customer and not just your logo.

The feel

When you think of a common brand like Coca Cola or Mercedes Benz it’s true to say that they evoke a certain feeling within you. For example, whenever I think of myself driving the latest Mercedes Benz I experience feelings of luxury, style and confidence. The same applies to your business and you need to decide what those feelings are you want your customers to feel when they think of your brand.

Take a financial advisor. It’s important the customers feel safe with investing their money and confident the advice they receive is up to date and the latest information. Having a modern website and marketing point of sale, systems that flow smoothly and efficiently for follow ups and by providing ample information through various resources, it’s possible to create those feelings in their customers and this will consequently reflect in the business growth.

The values

Everything for your brand strategy must stem from your company core values and by setting these values you can determine how to create the look and feel you want your customers to experience when they think of your brand. Think about what you want your company to be known for and then dig deeper as to what that really means. For example, if you are a courier company and you want to be known for fast service then think about what that means for each of your employees and in every department.

As a website company, we want to be known for delivering a quality product, quickly and for a reasonable price. Therefore, every decision we make and every piece of marketing material we create is checked against these values and is often reflected in the feedback we receive from customers.

How to create an effective brand strategy

Now that you have a better understanding of what’s involved in having an effective brand strategy, the next question is how do you go about creating one? Here’s how:

  1. Decide on what your core values are going to be and own your uniqueness. Write them down in a mission statement and share with all your employees, suppliers, and customers.
  2. Create systems and procedures to ensure these values are adhered to within the organisation, not just for the next month but long term.
  3. Follow the feeling through to all your company visuals. The building, business cards, company cars and even down to the attitude, language and manners of your staff.

Now more than ever, with competition being world-wide for a lot of businesses and not just local, it’s important to have a clearly defined brand that offers something in a unique and memorable way.

Make the effort to create an effective brand strategy and put yourself ahead of your competition.



Clark Marshall

About the contributor:

Clark Marshall has been tinkering with computers since he was given his first Apple 2C at the age of ten. He transitioned into building customised websites over twelve years ago at the request of a friend and now owns and runs the Blue Dog Digital Marketing agency with his fiancé Tegan. Website: https://www.bluedogdigitalmarketing.com.au/

Post your comment


No one has commented on this page yet.

RSS feed for comments on this page | RSS feed for all comments