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Steps to carry out an effective branding strategy

An effective branding strategy is one that manages to transmit the values ​​of a brand by creating an emotional bond with the customer.

In the process of creating a brand or branding , those tangible and intangible differentiating attributes or elements are defined that provide the brand with a concept and make it an experience.

Let’s see that you must have a good branding strategy to generate attachment among your clients.

But, first of all, do you know what branding consists of?

In this article I tell you what this concept is really about, the types that exist and advantages it offers, as well as the steps to define your brand correctly.

Finally, the techniques that I think can help you create a brand feeling in your community.

Shall we start?

Steps to carry out an effective branding strategy

María Martín Abril DIGITAL MARKETING STRATEGY 6 Comments

Index of contents

  • What is branding?
  • Types of branding strategies
      • Personal branding
      • Employee branding or internal branding
      • Corporate branding
  • 3 advantages of a branding strategy
      • 1. Customer loyalty
      • 2. Increase in prices
      • 3. Generation of engagement
  • 2 steps to carry out a successful branding strategy
      • Market study for your branding strategy
      • Branding strategy: brand definition
    • 3 techniques to complement your branding strategy
      • Search engine optimization
      • Content of value to your readers
      • Make a more humane email marketing

An effective branding strategy is one that manages to transmit the values ​​of a brand by creating an emotional bond with the customer.

In the process of creating a brand or branding , those tangible and intangible differentiating attributes or elements are defined that provide the brand with a concept and make it an experience.

Let’s see that you must have a good branding strategy to generate attachment among your clients.

But, first of all, do you know what branding consists of?

In this article I tell you what this concept is really about, the types that exist and advantages it offers, as well as the steps to define your brand correctly.

Finally, the techniques that I think can help you create a brand feeling in your community.

Shall we start?

What is branding?

Consumers are exposed daily to millions of advertising impacts that can be bothersome.

The situation of the companies, therefore, is as follows:

“They need to find a way to impact their customers without saturating them.”

Therefore, its objective is to be the impact that is remembered, that is, that the customer retains the brand and positions it in his mind according to previously defined values.

To be a “ lovemark ” it is essential to find an extra value that creates a link with consumers. By “lovemarks” we understand brands such as Apple or Harley Davidson, which have managed to create a brand feeling.

Branding is defined as the set of processes that are carried out for the construction of a brand and its subsequent management. They define the values, vision, mission, visual identity and communications of a brand.

Therefore, branding encompasses both the part of the brand that allows us to identify it with the product or service, and the set of sensations, perceptions or experience that it generates and that will make it position itself.

Types of branding strategies

Surely you will be interested in working the branding of your company, however, it is convenient to know that there are other types of branding with which we can complement our strategy:

Personal branding

Personal branding has been an opportunity for very active users on social networks such as “bloggers” or “instagrammers”.

Their success is that they have known how to sell a lifestyle desired by their millions of followers.

Many fashion brands prefer to contact influencers to broadcast advertising spots on television, in addition to cost, because they will surely reach a more segmented audience interested in their brand.

Employee branding or internal branding

It could be defined as the construction of a brand focused on employees, that is, the management of the opinion or image that is projected towards both future and current workers.

The objective of this branding strategy is to get a company’s staff to become a brand prescriber in order to attract talent to the company.

Corporate branding

This typology is the one that companies work to create a brand feeling in their public.

3 advantages of a branding strategy

A brand that becomes a “lovemark” has a number of advantages over the others:

1. Customer loyalty

Purchases are made with or without emotional attachment.

This is a fact. Therefore, customers who have no link to the brand will be more willing to change their option if another company offers them products with better attributes.

Customers with a brand sentiment are more likely to repeat the purchase.

2. Increase in prices

Just like a customer who is attached to a brand, it is easier for them to buy from that same company, they will be willing to pay more for their products, as long as, as mentioned above, a concept or experience surrounds the brand. When there is an attachment, the customer is willing to pay whatever it takes for a new product from it. The perfect example of this is Apple.

3. Generation of engagement

As I mentioned earlier, the objective of a branding strategy is to make a brand transmit emotions, perceptions, etc.

If the strategy is effective, we will be able to strengthen ties with our clients and create a link with them that will make them interact with us.

2 steps to carry out a successful branding strategy

Market study for your branding strategy

When creating a brand, even if we only have a slight idea of ​​what we want to do, it is essential to carry out a market study that analyzes the main competitors, the sector, our target audience and the company itself, that is, our strengths and weaknesses.

More than target, we must focus on a buyer person and analyze their tastes, preferences, habits … get to know what motivates or drives them, that is, what are their needs or “pain” and their “driver” or motivations that lead to start the purchase process.

Branding strategy: brand definition

At this point we must define both the corporate identity of a brand and the visual one.

These concepts tend to be used interchangeably. For this reason it is important to remember that:

– Corporate identity is nothing more than the raison d’être of an organization, that is, the sum of its characteristics, values ​​and beliefs.

– The corporate visual identity are those visual elements that we define based on the values ​​with which we feel identified as a brand. Arguably it is the logo design, the naming process, the selection of corporate colors, slogan, etc.

– And finally, the brand image is something external and that we cannot directly control, it is what the public really thinks of us as a brand or company.

3 techniques to complement your branding strategy

After the process of building a brand, you need to manage your communication.

If we want them to acquire a more human tone capable of strengthening the relationship with our clients, we can use the following techniques:

Search engine optimization

Above all, if the brand is recently created, a search engine positioning strategy will help us attract new users.

If we carry out a web positioning strategy through SEO off page and SEO on page actions, we will achieve top positions in the search engine and be there for when users search for us.

Content of value to your readers

One of the advantages of content marketing is that, if we correctly define our buyer persona , we will be able to capture an audience interested in our products or services.

Writing articles about concerns or interests of our buyer persona, will allow us to approach them without being annoying.

A content strategy may be to create informational content about our products or services.

Make a more humane email marketing

Electronic mail is a tool widely used for the exchange of information between users and for their training. In other words, many users subscribe to the one-page newsletter because they find the content interesting or practical and want to be updated.

This second utility is the one that interests us the most.

Through a mailing marketing strategy in which a newsletter is sent, we can keep our subscribers updated on content and strengthen ties by creating different newsletters.

With different communications we mean to include interesting anecdotes, day-to-day situations in the company, etc. The idea is that our subscribers can feel identified with us, thus generating a link with our audience.

This strategy must be complemented by fun social media posts like “memes”, “gifs”, etc.

I hope I have conveyed to you the growing need for communication that brands have today, that is, the importance of interacting with their audience.

If you have any questions or comments, please feel free to leave us a comment.

 

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