How to Create a Unique Brand Strategy: A Guide

Authenticity is reportedly important to 88% of consumers when choosing what brands they support. 

But how do you make sure your brand is coming across as authentic? And with so many different companies out there competing for the same customers, how do you make sure you’re the one they buy from in the end? 

The answer to both of these questions is to have a strong brand strategy. Branding will allow you to demonstrate the values of your company and connect better with customers.

In this post, we’ll go over business tips for how to design the best brand strategies for your company.

Keep reading to learn more!

Give Your Brand a Personality

The first step of your brand strategy needs to be to identify exactly what your brand’s personality is. This is where you will begin to really define your brand.

For new companies, this is easier because you’re starting with a blank slate, but for existing companies, you will have to evaluate what your current brand identity is. If this is the first time your company is paying attention to this, you may have your work cut out for you.

Consider your company’s vision, mission, and value statements and if your brand is living up to them.

Identify How You Will Communicate Your Brand

Once you’re clear on your brand’s personality, you can move on to how you will communicate it to customers. You need to determine how you will translate the brand’s personality and characteristics using voice and tone. 

Every company will have a different voice and tone that they use for their communications. Voice is the way you talk. It’s the way you phrase things or the jokes and slang you use. Keeping your brand’s voice consistent and accurate to the brand’s personality will help to make your brand feel authentic.

The tone of your communications is less about what you say and more about how you say it. Think about your brand’s attitude and how you want to make customers feel.

Once you’ve defined these, you should be sure to document them in a reference guide so that your team has something to look at to make sure they’re always on-brand.

Put It All Together

When you’re clear on your brand, its personality, voice, and tone, you can begin to put it into action. Start by creating your brand messaging. These are things like the company’s tagline and pillar content.

Then you can begin creating other marketing materials. Make sure that all content you put out matches the principles you’ve defined for how your brand should be portrayed. 

This also includes all communications between your company and its customers. It doesn’t matter if it’s a sales call or if they’re calling customer service; it all needs to be consistent.

Create Your Brand Strategy Today

Your brand is a roadmap for your company and everything it does. Make sure to use your brand strategy to build an authentic, consistent brand for your company.

If you’re concerned about getting it just right, we can help. Contact us today!