In a competitive world, only the best manager is always the top criterion for consumers. That’s why it’s essential to focus on how shoppers perceive your brand. Considering that retail is an industry with many direct and indirect competitors, brands need to find their voice and learn to share it with their customers.
In this article, we will focus on the elements that make up a strong brand. Plus, we’ll give tips on how to use these elements to create a brand strategy that helps customers remember your brand.
What is brand strategy?
Brand strategy is an overall approach that outlines how a company will present itself to its target audience. The purpose of trademark is to make the company memorable in the eyes of shoppers. In addition, a great brand strategy can improve brand loyalty, customer satisfactionand sales. However, the main goal of brand strategy is to create a great impression and connect the brand with the consumer.
Why is it important to develop a branding strategy?
“You can have the best product in the world, but if nobody knows about it, what good is it?” Phil Knight, President of Nike Inc.
Before the product comes to the brand, and without a strong branding strategy, no one will remember your brand or product. Brand strategy helps you connect with the right customers and create strong relationships. When customers envision your brand as a person, you’ve done it right.
Statistics also show the importance of implementing a strong brand strategy. 59% of shoppers prefer to buy from brands they trust and 21% say they buy a new product because it’s from a brand they like.
A brand is not simply a logo or a name. While these factors are very important and are the ones that customers remember first, there are a few elements that any brand strategy needs to focus on.
Elements of a Winning Brand Strategy
Before you start creating a brand strategy, it’s important that you understand and put these elements together.
As the name implies, the brand core is the most important part of any brand strategy. The core of the brand includes the brand’s beliefs, purpose, core values, and most importantly, the brand story. To know the core of your brand, you must be able to answer the following questions:
- Why does this brand exist?
- What is most important to this brand?
- What does this brand represent?
- How does this brand differentiate itself?
This is what sparks the connection with the customer. More and more shoppers expect brands built on solid values and taking action to make the world a better place. Customers are willing to “repay” to brands for this. 89% of shoppers are always loyal to brands that share their values.
A brand story is a story used by a brand to share its core values, principles, and purpose. This is when telling stories appear to play and engage your shoppers.
As we mentioned earlier, customers want to make a connection with a brand, and without a brand story, this is not possible.
One of the best brand stories is the story of P&G. They marketed their brand as “Mothers Proud Sponsor”. Most of their ads and campaigns contain this intro that is meant to spark an emotion. After all, who doesn’t love a brand that supports moms?
This is the essence of a brand, its brand voice and its personality. Brand voice includes the messages and tone of voice used by the brand across all marketing channels to communicate the message.
Depending on the type of product you sell, target audienceand brand core, you can find the brand voice that works for you. There are some brands that are recognized by their voice because they have found a brand that evokes emotions.
Your brand’s “personality” is the emotion your brand evokes in people. How do customers perceive your brand? Is your brand a funny, trustworthy old friend? Environmental friendliness, girl looking for biology? Of course, every shopper will have a different perception of your brand as it depends on their personal experiences and emotions.
Brand personality combines all of the elements described above. That’s why it’s important to explore them all and find ways to share them with shoppers.
Other important elements that are part of a brand message include the value proposition, tone, and message pillars.
Brand image recognition
Visual identity is important for a brand, especially for a FMCG brand. A brand’s visual identity can be seen in even the smallest details, like the font used on a soft drink bottle sold by that brand.
Brand color selection
There are a few elements and colors used by most brands because of the symbolism behind them. For example, red represents passion or anger. However, when used on a label or packaging, this color attracts immediate attention. Think about how many brands use red or incorporate it into their visual identity. Coca-Cola, Red-Bull and Nescafe are just a few FMGC products that feature this color in their logos and designs.
Another popular color used in the retail industry is yellow. In addition to being a symbol of optimism and happiness, yellow (and orange) are colors that can increase feelings of hunger. This is why yellow is used by many fast food brands like McDonald’s and Subway.
Since green retail and sustainability are hot topics, many brands have started to include green in their packaging. Green is used by brands that want to market their products as bio-, eco-friendly or healthy options. Shoppers looking for dietary or healthier options will look for products with green labels or packaging.
Let your customers know about your brand
Allow shoppers to discover the “core” of the brand. You need to find a brand voice that aligns with your values and share a brand story that can incorporate your visual identity. By combining all these elements, your brand will be the focus of shoppers.
Credits inside the Vid: Provided by the author; Thank you!
Featured image credit: Eva Bronzini; Bark; Thank you!