What is strategic branding: an overview of the concept
Any business begins with the setting of a global goal, around which the means of achieving it are built. The process of creating all the mechanisms for implementing the goals and understanding their sequence is called strategic branding.
And this concept includes both major goals and all the details that help a business achieve success. This includes the creation of a visual image, the rules of communication with the audience, and a description of how to translate the main messages of the company.
In simple words, strategic branding is what makes a business stand out from the competition, and what makes it unique to customers. It should help the target audience meet their needs, evoke positive emotions and solve problems. In this case, it is about the connection between the company and the client, their mutual trust and support.
The best way to understand the importance of this concept is to look at the examples of well-known brands, such as Apple and Nike. One of their main advantages over their competitors is their reputation, which they have been building for a long time. And now these corporations are very concerned about their image and strictly follow the chosen policy of interaction with consumers.
When creating a strategy, important attention is given to the voice of the brand. It gives an opportunity to acquaint clients not only with the product, but also to demonstrate the brand, its mission, and values. In this case, the image of the company is created, which will distinguish it from other similar representatives of the market.
The first thing to start working on strategic branding is the development of a unique selling proposition. Such a step helps to analyze the market, to understand its main demands. Besides, based on the USP a strategy of delivering the value of the company’s product to the target audience is built. The next step is the development of a slogan and logo and other visual components of the brand. All brand elements are fixed in the brand book.
An important point for strategic business branding is considered to be the guideline. It is a document in which the basic principles and rules of the company are collected and used by employees. It also contains the requirements for the design of visual elements and corporate style. The guideline is necessary to form the right image of the brand among the staff so that they follow the unified goals and mission of the business. In addition, this document is important in the adaptation of new employees in the company.The success of the strategy depends on how values, expressed in advertising, coincide with the real image of the company. It is important that every step of the business and its key persons clearly follow the chosen principles. This is true in the development of strategic branding and further promotion through various channels, be it media advertising or publications on social networks.
