Introduction to Brand Strategy:
Having a strategy for brand expansion is absolutely crucial for any company. From the perspective of the designer it’s extremely important to create logos that can help your clients to build on their brand strategy and to expand for the future. The rules for branding have evolved considerably in today’s digital age especially with the help of content marketing, social media and mobile optimization. Any brand strategy needs to change in order to compete in today’s digital world. As a result, creating a successful brand has become more challenging than ever before. Here are some of the top tips for creating an effective brand strategy for your clients with a strong logo and with even stronger branding materials.
Creating relatable concepts:
Any brand needs to be highly relatable today and creating a brand that’s a little bit too trendy or complicated can only work to turn a company’s shareholders and consumers against them. For a rebranding effort or for a start up company it’s very important that consumers know exactly what to expect out of the brand strategy. By losing strategic focus or by trying something that’s too out there, it’s possible that a branding strategy may not produce a return on investment.
Creating a relatable concept for brand means being deliberate with the identity of a brand. Branding in the future rollout of new branding materials needs to be calculated and straightforward. The idea of reinventing new branding strategies does work but it’s a risky concept. Ultimately the goal for any new brand or rebranding effort means creating relatable concepts that their target market will expect rather than something that will catch them off guard. Establishing trust with a market is important and knocking them off their feet often doesn’t produce the same effect as a brand that they will feel has been with them for years.
Continuous innovation and calculated execution:
Creating a single logo for a company isn’t enough to consider it fully branded. In order for a company to have a fully established brand it’s very important that they are constantly innovating their branding strategy. Many companies often fall short when it comes to implementing new branding strategies as well as improving new products and introducing marketing materials that will keep up with the demands of new markets as they emerge. An excellent example of companies that were unable to continuously innovate and execute new branding strategies as they were required would be Blockbuster, Volvo, Blackberry and more.
With the rapid rollout of new advertising and branding strategies in today’s digital marketplace introducing new packaging, logo and marketing materials requires near-perfect execution to capture the maximum return on investment. Establishing an early reputation for excellence and continuing to elevate a branding strategy through innovation is what is needed to stay relevant and to capture a target market.
Leaving a legacy:
In every element of your branding you should consider how it potentially serves other people and serves your target market. When a designer creates a logo they should be creating it with the thought in mind they could be part of a company’s legacy. This added responsibility will help to make sure that all of the marketing materials produced as part of a brand strategy are not only to develop the brand as a whole but to produce materials that will live on as a legacy for the company. When we look at some of the top branding through the years we can see how their strategy evolved but how the core components still remain the same. The Coca-Cola logo for example still bears many of the same elements from its original branding and marketing material from its inception.
When we think of the impact that branding has on a company as well as others we can start to think of the feelings that marketing materials stir up when we see them. A branding strategy is not only about increasing sales and improving the recognition of a company but leaving awake throughout history of how the company came to be. Every new change in branding can be a reflection of the time and a small footprint of the people that built that brand to the place it is today.
Above all a brand needs to influence somebody’s state of mind and inspire them to learn more about a company. Branding can communicate hope as well as influence someone to respond to a brand message. The impact of a brand influence can resonate especially if branding is able to adapt over time to speak to different generations.
The average consumer today expects to be inspired by marketing materials and is not easily swayed with so much information available at their fingertips. Content marketing and execution needs to be heavily choreographed in order to inspire and this is why inspiration is such a big part of adapting a brand strategy.
Keep these top elements in mind when you are working towards the future of your brand.