How many of you have a brand that stands out from the rest? How many of you can say that your brand is well-defined against others? I have a few suggestions that can help you dig yourself out of the hole. The first thing you need to do is develop a brand strategy.
What is a brand strategy?
Your brand’s strategy is specific to your brand and product development. It is going to help you grow your brand to the point where it can sustain longevity and beyond. Your strategy is going to use every aspect of your business.
To be clear: Your brand strategy has nothing to do with the log or symbol you use( a common misconception). It is not your website or location. Your website is where you store your products. It has nothing to do with the overall strategy of the company. However, you do need to keep evolving your design to make the site fit your current brand strategy.
How Do You Do That and Stay Current With the Ongoing Trends?
1) You first need to define your purpose. What is your goal(s)? Did you make a promise to your audience? What is it? Your strategy needs to keep that promise fulfilled and stay fulfilled for the foreseeable future.
Your purpose needs to have two purposes. First, your purpose is to make money(the functional portion). Second, your brand needs to be relatable and fill an emotional void with your target audience.
FYI: Your primary goal should not be to make money. Anyone can make money. You should try to dig a little deeper. Find some inspiration through someone else. Find a brand that makes an emotional connection with you. That should give you a basis for what you do moving forward. Remember, I said to find inspiration. The key is not to steal from someone else. Stealing will only take reduce your credibility you have already gained.
2) Consistency is the second key to unlocking your brand’s potential. In other words, you cannot make a post once a month and expect people to come around. You need to keep adding things that are both new and yet remain consistent with your original message.
3) You will not get anywhere in life being robotic or monotone in nature. You have to open yourself and your brand to new possibilities.
Show some emotion. Open your heart”
Celine Dion, 1992
You need to connect with your audience, both old and new. Your customers are not always going to be logic. A lot of your customers buy based on emotion. That might explain why some people spend thousands of dollars on something you would not think twice about. It may not mean something to you, but it means something to them.
The Harley Motorcycle. Their brand is not just about bikes. It fosters a community. In Daytona Beach, Florida we have bike week twice a year. Harley combines two things into one.
Your goal is to find your Harley and you will be heading in the right direction.