How To Build a Brand Development Strategy That Works
What is your brand development strategy? You do have one, don’t you?
It may seem like common sense that if you want to grow your business you need to grow your brand, but how do you come up with a brand development strategy,
and how do you know if it is a good one? It may help to realize that
when you clear away all of the unnecessary details, a successful brand
development strategy has three main elements.- Understand Your Customers
- Be Relevant
- Be Patient
Understand Your Customers
The first element of your brand plan is to make sure you truly understand your customers.
Understanding what really drives their behavior will inform all your
branding decisions, as well as determine the direction your brand
development strategy will take. The more you understand your customers
the better you can predict how they will respond to your marketing, and
that really is the key. Understanding them is key to being relevant to
them, too.
Be Relevant
Once you’ve determined what motivates your customers you can start to
answer the question, “What need does my product fill?” This is quite
possibly the most important question you will ever ask in regards to
your brand development strategy. For your company and its services to
become meaningful in the eyes of both present customers and future ones,
your product needs to be relevant; it needs to fulfill a need.People have many needs and it is quite possible that your product could fulfill several of them. This is where understanding what motivates your customers will help you decide which needs are most fundamental and therefore most effective. Customers are often very creative creatures. Listen carefully to what they tell you and your sales/service staff. Once you identify a need that your company can satisfy, the goal is to associate your product with the fulfillment of that need in the minds of the public. If you can do that, you’re well on your way to solid brand development. Strategy aside, it’s just common sense to ask yourself what your product can do for your customers. When it comes to your advertising, they are certainly asking themselves, “What’s in it for me?”
Be Patient
The third element is simply to be patient. Implementing a solid brand
development strategy can be a very long and slow process. It takes time
to change the way the public thinks abou your product, and it is
important that you be prepared to take the necessary time to do so
effectively.For your brand development strategy to be truly effective it needs to result in strong communication and positioning that lasts. If you are in too much of a hurry, if you cut corners and take shortcuts, your carefully built image could be as fleeting as a morning fog. Take your time, play the long game and build your brand slowly and patiently on a solid foundation. If you’ve taken the time to discover and communicate the needs your product fills, your patience will be rewarded.
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Brant Kelsey is principal and founder of Kelsey Advertising & Design, a brand marketing and strategy firm in LaGrange, Georgia. He is a Certified Brand Strategist through the Brand Establishment.
Reference:
http://www.kelseyads.com/how-to-build-a-brand-development-strategy-that-works/
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