Branding has moved a long way from being just a company name, a visual symbol or logo and the classic, business slogan. As marketing has naturally evolved to find its place in the digital world, “brand” and “branding” have become more sophisticated as the terms now refer to a range of emotional connections to the entity behind a company.
To clarify, branding is everything from a company website, to customer social media experiences, the way staff speak to customers on the phone, to how a company responds to positive and negative reviews – so everything that gives a business an identity. With all this and mind and more, it can be difficult to define the very meaning. Done right, creating a branding strategy is a process that assists with defining a business at its most fundamental core by encouraging to look at three crucial areas:
- 1. What is the business telling its customers?
- 2. What are the company’s unique selling points/ how is it different?
- 3. Who is going to want what the company is offering and what will appeal to them?
A good brand strategist, such as the team at Strategiq Marketing, will listen to a business’s needs very carefully. The goal will be to help the business achieve a clear perceptive of the key messages and objectives of a business. This awareness is the basis of powerful brand strategy, from the considerations that guide the creative team, to the core attributes a business will use to build and run sales and marketing programs.
Clear branding and brand awareness will strengthen and enliven corporate culture. If a company wants to achieve the greatest success, it is essential to invest in strategic thinking before heading straight for the creative process. Ensure that a clear branding plan has been created before marketing activity commences in order to demonstrate consistency and clarity of a company’s core messages.
For information on how Strategiq can help with your company’s branding visit our contact page