How to define a strategy for your brand?

Professional brand services are the best perception as your company’s reputation, and it’s visibility in the market. The strategy of your brand can be measured as Reputation X Visibility. There is another essential dimension of your brand as well

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Professional brand services are the best perception as your company’s reputation, and it’s visibility in the market. The strategy of your brand can be measured as Reputation X Visibility.

There is another essential dimension of your brand as well: how relevant it’s to your target client audience.

Brand development defined

Brand improvement is the process of strengthening and creating your professional services brand. As we help companies develop their brands, we divide the process into 3 phases.

  •    The 1st phase is getting your brand strategy right and aligned with your business goals.
  •   The 2nd is developing all the tools you’ll need to communicate the brand, such as your website, tagline, logo.
  •    Finally, there is the phase of increasing your recently developed or updated brand.

Your brand improvement strategy is how you go about accomplishing these tasks. To make the task a bit easier, we have broken the brand improvement strategy into ten steps.

A 10-step brand improvement strategy

 

1. Think about your overall business strategy.

The well-differentiated and robust brand will make growing your company much more accessible. But what type of company do you want? Are you planning to develop naturally? Your overall business strategy is the context for your brand improvement strategy, so that is the place to start. If you’re clear about where you want to take your company, your brand will help you get there.

2.  Recognize your target clients.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Who are your target customers? If you say “everyone” you are making a huge mistake. Our research clearly shows that high growth, high-profit companies are concentrated on having clearly defined target customers. The closer focus, the faster growth. The more various the target audience, the more diluted your marketing efforts will be. So how do you know if you have chosen the right target customer group?

3. Research your target customer group.

Companies that do regular research on their target customer group grow faster and are more profitable. Further, those that do research more often grow faster still.

Research helps you understand your target customer’s perspective and priorities, anticipate their needs and put your message in a language that resonates with them. It also narrates you how they view your company’s strengths and your current brand. As such, it dramatically lowers the marketing risk associated with brand improvement.

4. Develop your brand positioning.

You are now ready to determine your company’s brand positioning within the professional services market. How is your company differs from others and why should potential customers within your target audience choose to work with you?

A positioning description is typically three to five sentences in length and captures the character of your brand positioning. It must be grounded in reality, as you’ll have to deliver on what you promise. It must also be a bit aspirational, so you have something to attempt for.

5. Improve your messaging strategy.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Next step is a messaging strategy that turns your brand positioning into messages to your diverse target audiences. Your target audiences typically include potential customers, potential employees, referral sources or other influencers and possible partnering events, to name a few of the usual suspects.

While your core brand positioning must be the same for all audiences, each audience will be involved in different aspects of it. The messages to each audience will highlight the essential points. Each viewer will also have particular concerns that must be addressed, and each will need various types of evidence to support your messages. Your messaging strategy should meet all of these requirements. This is an essential step in making your brand relevant to your target audiences.

6. Develop your name, tagline, and logo.

For many companies, a name change is not required. Remember, your namelogo and tagline aren’t your brands. They’re ways to communicate or express your brand. You must live it by making it real.

And do not make the mistake of showing the new logo around internally to get a consent. The name, tagline, and logo are not for you. They are for your market and should be assessed on how well they communicate, not how much partners like them.

7. Improve your content marketing strategy.

Content marketing is uniquely well suited to professional services companies in the internet age. It does all things what traditional marketing does, but it does them more efficiently. It uses relevant educational content to nurture, attract, and qualify prospects.

Remember that both visibility and reputation drive your brand strength. Improving visibility alone, without establishing your reputation, is rarely successful. That is why traditional “awareness-building” advertising or sponsorships so often generate disappointing results. On the other side, content marketing improves both visibility and reputation at the same time. It’s also the perfect way to make your brand connected to your target audiences.

8. Develop your website.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Your website is your single most powerful brand development tool. It’s the place where all your users turn to learn what you do, how you do it and who your customers are. Prospective customers are not likely to choose your company only based on your website.

Further, your website will be home to your relevant content. That content will become the center of your search engine optimization (SEO) efforts so that your prospects, potential workers, and referral sources will find you and learn about your company.

9. Build your marketing toolkit.

Next step in the process is to create the remainder of your marketing toolkit. This might include one-page “sales sheets” that describe main services offerings or key markets served. Also, there may be a brief “pitch deck” that overviews the company or critical offerings and an e-brochure about the company.

This marketing toolkit also includes videos. Favorite video topics include company overviews, “meet the partner” videos or case studies. Key services offerings are too precious. If prepared appropriately, these tools serve not only a business development function but also are essential for brand improvement.

10. The track, Implement and adjust.

The final step in the brand improvement process may be one of the most significant. A winning, brand improvement strategy does not do much good if it is never completed.  You might be surprised at how frequently that happens. A solid plan is developed and started with all the good intentions the company can assemble. People get busy with customer work, and brand improvement tasks get put off.

That is why tracking is so critical. We recommend tracking both the implementation of the plan as well as results. Did the strategy gets implemented as planned? What happened with the objective measures, such as search traffic and web visitors? How many new leads, employee applications and partnering opportunities were generated? Only by tracking the entire process can you make sure you are drawing the right conclusions and making the proper adjustments.