The brand strategy, or branding strategy, consists in giving a personality to the brand, a universe clearly identifiable by consumers and customers.
It is a question of distinguishing the brand from other similar products by precisely emphasizing the difference, the originality! The brand strategy is an integral part of the creative strategy.
BRAND STRATEGY: WHY?
Any creation of a company implies a reflection on its identity. Why create a new brand? What added value does it bring to customers in a competitive universe? What are the characteristics of this brand? How to distinguish yourself from others in the same niche or sector?
So many questions that should guide the company’s strategy from the moment of its creation. The brand strategy must be thought out from a brand consultant, developed, and implemented throughout the life of the company. To do this, the entrepreneur or the manager will rely on tools such as swot analysis, the study of the value chain, or the Pestel analysis which will allow him to identify the key factors of success and to choose the best possible strategy for the company.
Once the branding of the company has been defined, it serves as a support for internal and external communication. It is the brand strategy that defines the visual identity, the axes of communication of the company and its marketing tools, all that is grouped under the marketing mix. This step is therefore essential under penalty of not being recognized by customers and not being able to retain them by creating a personal, embodied relationship.
By assuming its brand image, the reflection of its deep identity, the company stands out from the competition and offers the public a consumer experience consistent with its values and its products. The brand must decline its visual identity on physical media (shop, flyers, product, etc.) and digital (website, newsletter, social networks, etc.).
BRAND STRATEGY: HOW?
Branding requires marketing expertise. It is necessary to target the expectations and needs of the company by conducting an in-depth market study. It cannot be improvised. This is why calling on a specialist is recommended because it is a long-term investment that defines the entire communication strategy of the company. Marketing expenses must be included in the financial forecast. The expertise of an accountant makes it possible to correctly budget this essential investment for commercial development and to have sound management of the company’s finances over the long term.
After targeting the identity of the brand, the expert defines the visual identity that corresponds to it by calling on a graphic designer. This visual identity (logo, slogan, typography, colors, etc.) is available on all communication media. A semantic identity is also chosen. It is she who will drive the brand’s natural referencing strategy. Marketing studies have shown that natural referencing is more efficient than an advertising campaign or paid search page. The SEO strategy is therefore determined in close correlation with the brand strategy.
Consistency of logo, style, tone makes it easy to identify and the brand to be lastingly imprinted in the minds of business partners and consumers.
The positioning of the brand must be based on the quality of the products and services offered. Do not hesitate to highlight the specificities of production, new know-how, original techniques, special skills… Brand strategy is not communication for communication’s sake. It serves to highlight real assets that distinguish a company from the mass of competitors! This is why having targeted the company’s own strengths upstream during an internal diagnosis is an essential step.
One of the major assets for a brand is customer feedback. Consumer reviews are the best advertisement. They ensure long-term loyalty and encourage prospects and potential customers to take the plunge. In the digital age, the customer experience must be highlighted in any good brand strategy from a brand strategist: social listening, guestbook, social networks. Community management makes it possible to monitor and adjust this strategy over time.