Developing a strong brand is crucial to the success of your business, as it is likely the most valuable asset you have. To simplify the process, we have outlined 10 steps to follow in your brand development strategy.
Read more: WHAT IS BRAND DEVELOPMENT?
1. Consider your overall business strategy
Developing a strong and distinctive brand can greatly facilitate the growth of your business. Therefore, it is essential to begin by considering your overall business strategy as a framework for your brand development strategy.
2. Identify your target audience
Before moving forward with brand development, it’s essential to identify and understand your target audience. Unfortunately, many businesses fail to do so correctly. Therefore, it is necessary to determine whether you have selected the appropriate target audience. This is where the following step comes into play.
3. Research your target client group
Conducting research enables you to gain insight into your target audience’s point of view, priorities, and perception of your brand’s strengths. This helps to reduce the marketing risk that comes with brand development.
4. Develop your brand positioning
A positioning statement is a concise expression that summarizes the core of your brand’s positioning, typically consisting of three to five sentences. It should be based on reality since you need to follow through on the promises you make.
5. Develop your messaging strategy
Once you have established your brand positioning, the next task is to convey it to different groups of people you wish to target. Although the main brand positioning message must remain the same, you need to tailor your message for each specific audience since they may be interested in different aspects of your brand.
6. Develop your name, logo and tagline
A name change may not be necessary for most businesses. However, if you have a new business or an outdated name that doesn’t match your brand positioning, then it may be necessary. Alternatively, even if you don’t change your name, updating your logo and tagline can be helpful in reinforcing your brand positioning.
7. Develop your content marketing strategy
Bear in mind that the strength of your brand is determined by both its reputation and visibility. Content marketing is a strategy that can boost both of these factors simultaneously, whereas traditional advertising that aims to increase awareness primarily focuses on visibility.
8. Develop your website
Your website is a crucial tool for developing your brand, as it is often the first place that potential customers will visit to learn about your brand message. While your website may not be the sole deciding factor in a customer’s decision to choose your brand, it can certainly make a negative impact if it sends the wrong message.
9. Build your marketing toolkit
Your marketing toolkit may consist of concise documents such as one-page sales sheets or brief pitch decks that provide an overview of your company’s key offerings or services. When crafted effectively, these tools serve a dual purpose of not only driving business growth but also contributing to brand development.
10. Implement, track and adjust
It’s important to note that having a successful brand development strategy won’t be useful if it’s never put into action. Additionally, it’s crucial to monitor the implementation of the plan and its outcomes. By keeping track of the entire process, you can ensure that you’re making the correct conclusions and adjustments.
Conclusion
There you have the 10 step brand development process to drive the growth of your business. Building your brand and witnessing its growth can be an exhilarating journey. ShangHai offers a diverse selection of business branding solutions to assist you in the process. If you’re interested in learning more about our services, don’t hesitate to get in touch with us.