Think of famous brands and you come up with names like Nike, Apple, McDonald’s perhaps the BBC or ITV.
When you think of each, it conjures up an image in your mind about that brand that sets them apart from others in the same field of business.
So, when it comes to drawing up a brand strategy for your business, what you are trying to do is promote the image which you want people to have of you.
It’s not just about your logo, the colours you use on your letterhead or the fonts you use across all your publications and social media.
They are all part of the whole package you need to think about when you are creating your brand strategy to establish your business’s identity.
It is all about the image you are creating in your customer’s mind when they consider buying or using your products or services.
Think about the differing expectations you would have if you were doing your supermarket shop in Lidl, Aldi, Tesco, Sainsbury’s or Waitrose.
Each has cultivated its brand strategy to appeal to different sectors of the population, and each has a readily identifiable image which people could sum up in a couple of words.
The success of your brand depends on what the consumers think so you need to develop a strategy to enhance their perceptions.
You also need to think of consistency so that when people use your products or services, their expectations are met and they don’t get confused.
Ultimately you are creating a ‘personality’ for your brand which people will be able to relate to. Consider the difference between the BBC and ITV offering coverage of a big football match.
Each will be showing exactly the same images, but the package around them is different, and that is why people will choose to watch one over the other.
So, there are a lot of elements that to go into making up a brand, which includes your logo, packaging, promotional material online and in print as you develop your strategy to enhance the essence of what you represent as a business or organisation.
You’ll need to do some research and possibly get help to develop your brand strategy to define who you are, communicate what you do and help you stand out from the crowd.