How do you create a brand-building strategy?
How you’re building a brand strategy defines what you stand for, how you’re different from your competitors, and what personality you want to convey. Your brand will be the first thing people think of when they hear your company’s name. That’s why it’s crucial to carefully plan your branding strategies.
Building a Marketing & Brand Strategy to Set Yourself Apart
Your brand speaks volumes about your company, and sometimes, it’s without even using words. The different ways your brand is delivered to prospective clients include:
• The images you convey
• The messages you deliver on your website, proposals, and campaigns
• How your employees interact with customers
• A customer’s opinion of you versus your competition
To come up with a branding strategy, it’s important to first define: who are you? What does your business stand for? To do this, you can make an inventory of your skills. List out what you are especially good at and what you want your customers to think of when your brand comes to mind.
Second, what are your customers’ needs? You should define your brand based on how you can meet your customer’s needs in order to build value for future clients. To improve customer experience, start on the inside. Focus on getting your employees on board for a unified CX-DNA transformation. If you focus on infusing customer experience with your employees before you even get to your customers, you will have a culturally consistent and relevant CX solution.
Third, how are you different? Is your product less expensive? Does it work better? Do you meet the needs for a niche group of people your competitors haven’t marketed to before? Focus on what differentiates. No matter if you have a similar service to a competitor, ultimately what will set you apart is your brand experience.
Fourth, build a positive brand experience. What may be the deciding factor for a potential customer to choose your company over a competitor isn’t actually your service or product, but how they feel about working with you. Making an impact through customer experience is a key driver of customer loyalty.
In a survey by Verint, of more than 18,000 people across 9 countries, 82% of people reported having a “positive experience” with a company recently. The consumers attributed it to the company dealing with their request quickly.