How to Create an Effective Branding and Marketing Strategy
It is essential to make sure that your business or product is recognizable by your target market, aka your people. Having a recognizable brand allow for an easy way for them to identify your product and services.
When most people think of brands, they think of logos, but in reality, it is a lot more than just a logo and colors. Many different factors go into branding, such as color scheme, fonts used, and company values.
My clients are established business owners typically looking to level up or rebrand their already existing business. But you don't have to create a branding strategy on your own.
Here's How to Do It.
Define your business objectives and purpose—what do you want your branding to accomplish?
Before creating a logo, you need to think about your business goals and what type of branding you want. There are many different ways to go about branding. One of the most important things to do is figure out your goals and objectives for the company.
Do you want it to be serious or fun? Serious or fun can be reflected in colors, fonts, and logos, so take some time to think about that before designing anything. A well-established brand should be recognizable from its logo, and it should also tell a story about your company and who you are (in other words, who your target audience is).
Once you know all of this information, designing a logo will become much easier!
Identify target audience—who are they, where are they, what do they care about?
Target audiences are people who share common characteristics such as demographic profile, geographic location, purchasing power, psychographics, and values.
A target audience can be defined as a group of people who share common characteristics such as demographic profile, geographic location, purchasing power, psychographics, and values. These groups have different needs and wants that need to be recognized to attract them successfully.
Define key messages—what are the absolute most important messages you want your brand's marketing campaign to convey?
What is the most compelling way for people to understand these messages? What needs to happen for each message to resonate with its target audience? A brand's marketing campaign is usually comprised of a couple of key messages.
For example, Dove wanted to convey the message that women don't need to be perfect. They wanted to show how easy it is for any woman to feel confident and beautiful in their skin.
For Dove, the ultimate goal was to tell a story and get people thinking about what beauty really means. They wanted people to rethink how they view themselves and other women because, for them, it's more important than ever that people redefine their idea of what 'beautiful' means.
Develop a comprehensive research plan
If you have a compelling introduction, you're ready to start developing a comprehensive research plan. You'll need to think about the following topics:
✓ Who is your audience? What do they need? What are their pain points?
✓ Which keywords should you prioritize for your research efforts, and which ones should you ignore?
✓ What tools will help you find and organize data on these topics?
✓ How will you analyze the data once it's collected to generate insights that matter to your audience?
✓ The best ways to conduct primary research include interviews, surveys, focus groups, and user testing sessions.
Feeling overwhelmed by the blank canvas or not sure how to make it better? I'm here to help!
Feel free to send me an email with any questions elsi@elsimpacheco.com
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