Creating a successful brand is not an easy job. There is no standard formula for building a successful brand. Building a brand is both a science and an art. The method of designing a branding strategy varies for every brand. An effective brand strategy can form the key to a successful brand. However, coming up with the right branding strategy is not that easy, and most of the businesses usually end up imitating other brands in the absence of their own proper branding strategy.
A recognized branding agency leeds can assist in you in designing a strategy that results in a brand, which not only differentiates you from others, but also makes people value the differentiation. A brand strategy should be created keeping in mind the feelings and emotions of your target group. The culture and nature of your company and the reason your business exists are also important to consider when creating a branding strategy.
A few methods to design a brand strategy are discussed below:
Branding by Thinking:
In this method, the strategy for branding is approached through a formal, centralized and rigorous business planning procedure. Usually, such an approached is used by businesses having a diverse and huge product portfolio. Such businesses are often referred to as “house of brands”. Each brand in the portfolio owns a separate supply chain, product lifecycle, and customer segment and management team. Such businesses prefer to use centralized planning as the key to design their brand strategy.
Branding by Imagery:
In this method, various ad campaigns are creatively executed. The method is usually employed by advertising agencies. The businesses link their brands to imagery in this method. The imagery is usually inspired by the latest fads and trends in culture. Art directors, commercial directors and photographers play an important role in executing this method. In this method, organizations approach brand strategy in a functional manner.
Branding by Customer Experience:
This method requires the target customer group to perceive the quality of your products, your brand image and the functional benefits you offer. Customers usually seek an experience, which stimulates their brain, touches their heart and dazzles their senses. Such a method considers the customer as the key component of a brand. Brand managers concentrate on usability and design of service, which form the core of customer experiences.
Branding by Self-Expression:
In this method, brand building is done by collaborating with the customers. Marketers come up with new meanings, instead of products. Customers usually create meanings from a brand. These meanings are basically a symbolic representation or a reflection of the personal identities of customers. In this case, branding strategy is created by believing “brand as a badge”.
A branding agency leeds can help you to design a strong brand strategy using one of the methods mentioned above, based on the nature of your business. As a matter of fact, irrespective of the method you employ, your brand should make you different from the others. Leading brands in the market know this and design a brand accordingly.