Many businesses nowadays have some semblance or other of a brand marketing strategy and attempt to tap into the benefits that it can provide. However if you’re hoping that your brand sets you apart from your competitors, it is important that you have a strong brand marketing strategy.
But what is a strong brand marketing strategy and what characteristics does one have? As a rule, there are 5 essential characteristics that strong brand marketing strategies share in common:
While strong brand marketing strategies may contain some similarities – they are designed to be unique so that in the eyes of their audience they stand apart. A strong brand emphasizes their uniqueness and highlights the traits and values that set them apart, while also using visual elements that are distinct.
In addition to being unique, a strong brand strategy needs to be memorable so that it sticks in the mind of audiences – increasing brand recognition. Often these strategies encompass a widespread marketing campaign that is designed to ensure the audience encounters the brand across multiple mediums, to maximize the chance that they will remember and recall it.
For any brand to be successful, its brand marketing strategy must be consistent. Aside from using the same logo, tagline and color scheme, other elements should be uniform as well – such as the brand’s voice, design choices, use of images, and so on. Strong brands will want to provide as consistent an image as possible to their audience and leave a lasting and multifaceted impression.
- Authentic and trustworthy
Part of every brand marketing strategy involves making promises regarding the quality, capabilities and potential of products, services, and the business itself. However an equally important part of that strategy is delivering on those promises – and showing that the brand is trustworthy and its promises are authentic. Without being authentic and trustworthy no brand can get very far, which is why it is a key characteristic of strong brands.
Most of the biggest brands in every industry tend to be extremely focused. That does not mean to say that they don’t diversify or experiment and evolve their branding, but rather they always stay on point and focus on the messages that they’re putting across. Even if your brand is undergoing significant changes, keeping focus on the new shape and form of the brand can help with the transition.
It goes without saying that you should try to adopt as many of these characteristics as possible when marketing your brand – preferably all of them. It will be challenging to pull off however as in practice each one of these characteristics needs to be developed and built up over time.
To make it easier to embrace the right characteristics for your brand marketing strategy, you should try to implement them right from the get go. That way your brand will be designed with these characteristics at its core, and you can then use that as a foundation and build on it.
Article Written by: Mariia Lvovych