Branding Strategy Tips
by Chase McMullen Marketing SpecialistBranding Strategy Tips
Branding the single most important objective of marketing.
The American Marketing Association describes a brand as the symbol, design,
name, or combination that identifies a product, service or identity. If you
think about your favorite drink, you probably instantly recall a specific brand
name or image. The name or symbol you recall is the brand for that item.
Branding requires a strategy to achieve. A good brand inspires confidence in
the product, is easy to identify and understand, creates an emotional
connection with your target audience, inspires loyalty and motivates your
target audience to action, such as buying.
Study the most successful brands on the market. It is always
a good idea to look at what is successful and to learn from successful models.
Divide the brand into pieces. Look at logos or symbols as one piece, name as a
second piece and catch phrase as a third piece. Pay attention to the typefaces
used by major brands, the style of the logo design and the message the brand is
conveying with the complete package. Usually you will find that all of the
elements are carefully crafted to deliver the same message, each in a slightly
different way.
Identify your audience or target market. Use an online
survey tool to ask basic questions about your product, idea or service in order
to identify who is the audience most likely to respond well to what you are
offering. Typically you will want to establish a product website, Facebook page
or blog that will allow you to offer the survey to your fans. People are often
reluctant to take surveys, so keep your survey brief, direct and interesting.
Compare your early brand ideas with your competition. Locate
the top 10 brands in your specific area of interest. Position the brands
side-by-side in scale on a paper with your brand. Each industry has a set of
characteristics that they follow to target their specific audience. If your
logo, name and catch phrase are strongly different in size, shape, color and
message then you are likely to have a problem. Typically each of your
competitors has done similar branding research to develop their successful brand.
If their research has produced a different result than your research, try to
understand where those differences are coming from.
Refine your brand message. What is the single most important
thing you want your target audience to think or feel when they see your brand?
Your message should be a slug-line of less than six words. Ask yourself if your
logo is crisp, easy to identify and symbolic of your message. Shrink down and
enlarge your name in the font you have chosen. Often a logo that looks good at one
size will be illegible or unattractive at a different size.
When your product sales grow sufficiently to allow you to
advertise on radio and television, hire a professional jingle company to create
music that follows the same branding theme strategies you used in developing
the visual marketing materials. Once your brand is launched, it becomes
important to vigilantly manage, expand and defend your brand. You want to
inspire the continued trust and confidence of your audience. In some industries
this requires creating a person who is identified with the brand, a
spokesperson to aid in selling your message. Careful selection of a
spokesperson is critical to maintaining your market share. Once a year, review
your brand to see if it is becoming dated. Continue to pay attention to your
competition’s efforts and any changes to your audience that may require
modifications to your brand.
Select your brand colors carefully. Bright, neon colors
surrounded by a black background make a bold statement that is interesting and
easier to read for a younger audience. Classical colors such as burgundy,
forest green, navy and medium brown when used with more refined logos are
attractive and comfortable for an older audience. Primary colors like red, blue
and yellow are focused at small children and sports audiences. Natural colors
such as greens, tans, browns, soft yellows and clay colors are appealing to
people who are sensitive to environmental causes or natural living styles.
Combine these tips to develop at least three distinct sets
of brands. Take your brands to the public to see which sets are people’s
favorites. Offer a free coupon or discount for people who vote for one of the
three. This is valuable research in isolating the best brand for your product,
idea or identity. Market your brand by placing your brand on every type of sales
material you can. Join charity events that allow your brand to be photographed
on step-and-repeat signage behind celebrities. Place your brand on sponsorship
items and in all types of advertising.
SkyTip Media is a creative design group that specializes in
Video Marketing, Website Design, Search Engine Optimization, Graphic Design,
and Social Media Marketing. Our Goal is to help you fully utilize the power of
your market for traditional and non-traditional marketing techniques that work.
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to our website http://skytipmedia.com/#/services/
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Created on Dec 31st 1969 18:00. Viewed 0 times.