Developing Your Brand Strategy

Whatever your business, you need to be clear in your vision. Where companies are not really sure of their niche in the market, they struggle and lose their way even more. Those that nail their colours to the mast from the get-go tend to stand more hope of success.

Having a diffused mission might come about for a couple of reasons. Potentially there may have been several healthy ideas fielded, and instead of doing one exceptionally well, bets were hedged, and energy and resources were spread thin, instead of all getting behind one project. Having a lack of confidence can be a fundamental flaw in driving a coherent brand vision, and sitting on the fence will never lead to the full success available.

Write A Mission Statement

Setting out a companies aims should be central in any corporate branding strategy. Where a clear set of objectives is available, it is much easier to decide on a course of action and to achieve that success. Create a mission statement; a document that outlines what you believe in and how you will go about your business. Talk about your product or services and why they are relevant. Talk about your customers and how you aim to meet their needs. If something is important to you, such as business ethics or environmental factors, include this and how you plan to deal with this in your company. This should be a defining blueprint of your brand.

A United Front

If you’ve got employees, having them all on the same page in terms of brand identity is critical. Large corporations invest a great deal in implementing a clear culture of communicating brand identity across their entire workforce, and it really works. This might include simple things such as how a customer is greeted, right through to how corporate governance documents are formatted. Everything should be up for branding scrutiny. And, if you plan on becoming big, everything about your brand should be defined.

Templates

Utilising templates and style guides are a great way to ensure consistency across your company. Emails to clients should all feel the way you want them to. Having a mix of formal and informal styles between different employees can really send mixed signals. The same is true of web pages. There needs to be a unified sense of who you are across everything that you do.

Having a set of templates available for various functions of your business will also save time. There will be less need to write similar things repeatedly, as it will be much simpler to adopt a premade document.

Colours, Fonts And Logos

Picking a colour that defines your brand is essential. Everyone recognises the exact shade of red that is synonymous with Coca-Cola, or the blue used on Facebook. Your colour palette should say something about you as a brand.

Logos and fonts need to be recognisable. Hiring a designer that can make clear and simple images that represent your brand is a big step. And once you have your logo, make sure that you use it consistently.

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