As I have explained countless times before, every business, big or small, needs to invest in a good marketing strategy to thrive.

Branding should always be the starting point for any new business.

However, one cannot reduce the strategy solely to the aesthetic components. The whole concept is very much more extensive than that.

What does it do for your (small) business?

Your brand influences every aspect of the public’s perception of your company. Having brand guidelines in place builds trust, recognition, loyalty and reputation.

Indeed, it’s a prominent part of your marketing strategy as it helps visually introduce yourself to your public when you first start your business.

In the long run, it also ensures that your brand remain in your audience’s memory.

“A good definition of brand strategy is the considered intent for the positive role a company wants to play in the lives of the people it serves and the communities around it.”

— Neil Parker

The whole process contributes on lending your company an air of seriousness and professionalism, inspires trust, and distinguishes you from competitors in your industry.

But there’s more

The package includes far more than the visual elements of your brand. On the one hand, implementing brand guidelines helps maintain the quality and consistency of your company’s image.

It’s a set of tools used to remind yourself and your team what you should and should not do with the content you put out.

On the other hand, the whole process is also about your brand’s «identity»:

• purpose and personality,
• tone of voice,
• the story behind it
• the message you want to send to your target audience.

In fact, those are the intangible things that create the atmosphere around your brand and make up its DNA. Your identity is who you are and what you stand for.

Why do you need it?

Because a strong brand identity has a powerful and long-lasting impact on your marketing message.

To make yourself known, valued and recognised, you have to tell your brand’s story. You need to express its mission, values, and goals and build a brand that resonates with your audience.

Renowned companies like Coca-Cola or Apple have created a whole mood around their brands so that you instantly recognise «who it is» and want to buy their products or use their services. That’s what you should aim for.

When it’s well executed, it makes a memorable impression on your audience and helps you become a familiar «face».

“Brands are essentially patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people.”

— Tom Goodwin

Also, that familiarity comes from consistency. If your brand keeps on delivering a positive experience, consumers form an opinion that the brand is trustworthy, which gives them peace of mind when buying².

Conclusion

A great brand strategy speaks to the long term by positively influencing the public’s notion of who you are. 

In addition, it conveys an aura of professionalism to your business and allows your customers to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice¹.

I design tasteful and lasting brands so let me help you build yours and walk you on the road to success.

Thanks for reading 🙂

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¹Source: Bmag

²Source: TB Agency