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Only the most successful brands can stay top of mind in a competitive marketplace. It is important to pay attention to how shoppers perceive your brand. Retail is a competitive industry. Brands need to find their voice in order to communicate it to their customers.
We will be focusing on the elements that make a brand powerful in this article. We’ll also share tips for using these elements to help your customers remember your brand.
What is A Brand Strategy?
A brand strategy is an overall approach that describes how a company will present itself to its target audience. The goal of branding is to make the company memorable in the minds of shoppers. A great brand strategy will increase brand loyalty, customer happiness, as well as sales. The main purpose of brand strategy is to make a strong impression on consumers and establish a connection with them.
What is The Purpose of A Branding Strategy?
The brand is the foundation of the product. Without a strong branding strategy, nobody will remember your brand and your products. A brand strategy will help you build strong relationships and connect with the right customers. If customers see your brand as a person then you have done it right.
A strong brand strategy is also important according to statistics. 59% of shoppers prefer to shop from brands they trust. 21% said they bought a new product from a brand that they liked.
A brand is more than just a name or logo. These elements are essential and will be remembered by customers first. However, there are some elements that every brand strategy should focus on.
These are The Elements of A Winning Branding Strategy
It is essential to fully understand these elements before you begin creating your brand strategy.
Brand Core
The brand core, as its name suggests, is the most crucial part of any brand strategy. The brand’s core is made up of its core beliefs, purpose, values, and brand story.
The following questions will help you to understand the core of a brand:
- What is the purpose of this brand?
- What is most important to this brand?
- What is the brand’s purpose?
- What makes this brand different?
This is what creates a relationship with customers. Customers expect more brands to have strong values and to take action to make the world better. This is why customers are willing to “repay” brands. 89% of shoppers are loyal to brands that share their values.
Brand Story
A brand’s brand story is the narrative that a brand uses to communicate its core values, principles, and purpose. This is where storytelling enters play and engages your customers.
Customers want to feel a connection with brands, as we have mentioned before. Without a story about the brand, this is impossible.
P&G’s brand story is one of the most memorable. It was promoted as a “Proud Sponsor of Moms” tagline, which managed to evoke emotion. Who doesn’t love a company that supports mothers?
Brand Message
This is the essence of a brand’s brand voice and personality. The brand voice is made up of the brand’s messages and tone on all marketing channels that communicate a message.
You can choose the voice of your brand based on what products you sell and who you are targeting. Many brands are known for their unique voice.
This is because they found one that inspires emotion.
Brand “Personality”
Your brand’s “personality” is what people feel about it. How do customers perceive your brand? Are you a trustworthy, funny, and reliable friend, or an eco-friendly girl who is looking for a new adventure? Every shopper will have their own perception of your brand. This is due to personal experiences.
All of these elements are combined into a brand personality. It is therefore important to find out all the elements and share them with shoppers.
The brand message should also include the value proposition, tone of voice, and messaging pillars.
Brand Visual Identity
A brand’s visual identity is essential, especially for FMCG brands. Even the smallest details can show the brand’s visual identity, such as the font on a soda bottle.
Color Selection
Most brands use a handful of elements and colors because they are symbolic. Red, for example, is a symbol of passion and anger. This color attracts attention immediately when it is used on packaging or labels. Consider how many brands have used red, or integrated this color into their visual identity. Nescafe, Red Bull, and Coca-Cola are just a few FMGC brands that have included this color in their logos and designs.
Yellow is another common color in the retail industry. Yellow (and orange), aside from being a symbol of happiness and optimism, can also increase hunger. Many fast-food chains like Subway and Mcdonald’s use yellow.
Many brands are now using green to promote sustainability and green retailing. Brands that wish to promote their products as healthy, bio-friendly, or sustainable will use green. Green packaging and labels are preferred by shoppers who want healthier options.
Customers Should Know About Your Brand
Your shoppers should be able to see the “core” of your company. Find a brand voice that reflects your values. Create a brand story that incorporates your visual identity. Your brand will stand out to shoppers if you combine all these elements.
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