How To Create A Standout Brand Strategy
It’s becoming more difficult to stand out from the crowd. Marketing departments can quickly develop strange copycat habits and us-too behaviors, that only make brand differentiation more challenging. Falling back on gimmicks can grab attention, but for how long? Gimmicky campaigns also tend to backfire if they are not well planned or executed and may run the risk of devaluing the brand in the long run. The question is, how can you create a standout brand strategy for your business while avoiding these common pitfalls? This article will tell you how.
Traditionally, marketers outlined a model brand experience for customers. It would have described how the customer should first interact with the brand and how the relationship would evolve over time, using so-called customer journey maps and brand interaction touchpoints. The marketplace is now so diverse that any kind of structured pathway is likely to be disrupted at some point, particularly with the emergence of the digital space. Rely instead on creating a strong brand position, and lead customers to interacting with that in a consistent and engaging way.
Positioning your brand can be a finely tuned balancing act but it’s not impossible. Previously a brand position may have involved large scale alignment of marketing campaigns. It’s now vital that brands manage the many ways customers can interact with the brand, keeping in mind the numerous target audiences and disparate delivery methods. All of this must be done while keeping a single-minded focus on the message that makes your brand unique.
Branding is not a static or isolated occurrence within a business. Employee/client interactions are still the most meaningful display of a branded message. Employees must understand the brand position of the business and represent that at every opportunity. When employees and clients develop long-standing relationships, the brand itself is strengthened. Prioritize brand engagement with potential hires and established staff.
In the burgeoning digital age, it’s tempting to take a digital-first approach. Depending on the business, this may be the correct strategy, however, a brand-first approach may bring more benefits. Customers relate to a brand, no matter where or how they experienced an interaction with it. Digital experiences are becoming more common, but they must be aligned with your overall brand position – it should not be the other way around. Build your brand and structure your digital presence as a reflection of that.