Because a good majority of any marketer’s day involves managing tactics and projects, we can usually get lost in the process and never get around to building a brand strategy. Here’s how you can build a strong brand strategy.
Although a rebranding is most visible through the use of a new name, logo, tagline, or some variation thereof, a true rebranding is more than just visual and is meant to communicate a differentiated identity in the minds of customers, employees, competitors, investors, and other stakeholders.
Let’s try this approach. What if your brand were a person standing next to you at a cocktail party. You’re chatting. Later, someone says, “Hey who was that you were talking to over there?” How do you describe them (your brand)?
If you look back on the evolution of the company, you’ll find that although they were the underdog for years, they never acted like it. They set out to be the best and the biggest by acting like they already were – with the confidence of a first place brand. You can do the same.
Many businesses believe building brands begins and ends with a logo, mostly because they think of themselves as a business and not a brand. Developing your brand can be a great exercise in truly understanding your business.