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Brand Strategy 101

Updated: Apr 28, 2022

Brand strategy is part of a business plan that outlines how the company will build rapport and favorability within the market. The goal of a brand strategy is to become memorable in the eyes of the consumer so that they decide to patronize your business over the competition. Elements of a Brand Strategy: 1. Purpose - Functional or Intentional Functional: This concept focuses on the evaluations of success in terms of immediate and commercial reasons—i.e., the purpose of the business is to make money. Intentional: This concept focuses on success as it relates to the ability to make money and do good in the world. 2. Consistency - Create a style guide that encompasses everything from the tone of your voice to the color scheme to the way you'll position certain products or services. 3. Emotion - Find a way to connect with your customers on a deeper, more emotional level. 4. Flexibility - Take the opportunity to engage your followers in fresh, new ways. Don't be afraid to change things up. 5. Employee Involvement - It is essential for your employees to be well-versed in communicating with customers and representing the brand. 6. Loyalty - Highlighting a positive relationship between you and your existing customers sets the tone for what potential customers can expect if they choose to do business with you. 7. Competitive Awareness - Tailor your brand positioning based on your competitor's experience to better your company. With strategic branding, you future-proof your brand and develop it in a way that differentiates you from others. By communicating uniqueness to customers, you strengthen your selling power, brand value, and customer loyalty. (Source: HubSpot Blog)

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