5 Elements of an Effective Branding Strategy
- Matt Southern
- December 31, 2021
- 0 Comments
Before starting this blog and knowing the 5 elements of effective branding, can you think of big brands that are very popular in your country and internationally? What are the things that make them so special? Why are people fond of them and ready to pay a high amount for them?
It’s all because of the way they have developed their brand strategy and execution. Branding benefits the business in the long term and no one can deny this fact!
In this blog post, we have discussed the top 5 elements of an effective branding strategy that is necessary for any business to be successful and profitable in the long run. Everything that your business does, starting from advertising, customer engagement, public press releases to product launching and relaunching is considered as a part of the branding and plays a major role in how your company is perceived by the target audience.
Branding is the personality of your company and it defines who you are and what you do while differentiating your company from other competition. Your brand is more than just a logo and tagline. Branding is a way to develop a unique identity and establish yourself as a reputable vendor in the industry.
Brand Positioning, Brand Promise, Brand Personality, Brand Story, and Brand Association are the top 5 elements of an effective branding strategy.
Here is a quick and brief introduction about each branding element:
Branding positioning is all about how your brand is perceived. It refers to the process of designing your company’s offerings in a way that creates a distinctive place in the minds of target customers and the market. So in other words, brand positioning describes whether your brand is perceived as favourable, desirable, different and credible.
To execute a successful brand positioning strategy, you need to understand what your customer wants, your company’s capabilities and how your competitors have positioned their brand. Having your brand’s summary in one sentence is the best way to convey your brand message most simply and effectively.
Your branding strategy should also reflect your brand personality, packaging design, product, service, visual identity, communications and everything else.
Apple is the best example of brand positioning. Apple builds innovative products that are beautiful and unique from the whole market and resonate with targeted consumers.
A brand promise is a value that your brand provides. Brands are not tangible so you can’t touch a brand as it is in the mind of the consumer. To make a great impression in your customer’s minds you need to raise awareness and enable them to have the right perceptions about your brand.
Brand promise states:
- What your organization does
- Whom it caters to
- Your company’s unique value proposition
- How your offerings benefit your consumers
Brand personality is the trait that describes your brand. An effective brand personality increases the likelihood of becoming popular among your target audience who loves using your product or service. With a brand personality, you give your brand a human characteristic that people can relate to. Identify and analyze your target audience and provide a human characteristic to your brand accordingly. As your target audience will be relating to your brand, they will start associating themselves with the brand.
There are five main types of brand personality with the most common traits:
Excitement: attributes carefree, spirited and youthful attitude
Sincerity: attributes kindness, thoughtfulness, and an orientation toward family values
Ruggedness: attributes rough, tough, outdoorsy, and athletic attitude
Competence: attributes successful, accomplished and influential highlighted by leadership values
Sophistication: attributes elegant, prestigious, and sometimes even pretentious spirit
The brand story defines facts and feelings generated by your brand. Your brand story is a cohesive narrative of the facts and feelings that are evoked by your brand – it is about inspiring consumers and provoking an emotional reaction among your target audience. To influence your target audience, you need to create a series of events that sparks your company’s inception and pushes your brand further to its mission. When you craft a compelling brand story, you win the hearts and minds of your customers and they remember you for a lifetime. Develop a brand story that inspires and moves people from the heart – that’s the only secret sauce of developing your brand story.
The brand association defines the physical aspect of your brand. Brand associations include a particular set of assets that defines your brand. It includes the logo, name, colours, fonts, product photoshoot, tagline and so on.
Make your brand association so appealing and attention-grabbing that nobody can deny the irresistibility of your brand. Say for example, when you think of a burger, you think of McD or when you see a burger you think of McD. Same way when you hear a particular tagline you think of an associated brand.
Having syncing of your brand promise and brand association is a great way to support your brand positioning statement. Having all of the elements in place ensures that your brand is getting recognized in the way you want it to be.
Though all the branding elements are equally important for your business to make a successful brand, consistency is the key to making your brand stand out. Nobody remembers your brand if you make one great heart-warming campaign and disappear for the next few years. You need to be active in your market and keep your audience engaged.
By following all the five key elements of branding, you keep your business on a way to becoming a successful brand. Though there will be challenges and obstacles which need powerful brainstorming and creative solutions – all of that will be worth the efforts and time invested.
While starting, you may find the branding process overwhelming and difficult and there is always a way out.
ShowMe Up Media is a digital marketing agency in Canada that helps small and medium-sized businesses in creating and scaling their online presence! If you want help with your branding, drop us an email at firstname.lastname@example.org and our team will get back to you soon! 🙂
I am a search marketer with over 10 years of experience. I offer site audits, phone consultations and content and link strategy assistance. Also, I am the founder and CEO at Showmeup Media – a digital marketing agency that helps clients optimise their Brand SERP and manage their knowledge panel.