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Branding Strategies 101

Updated: Dec 5, 2019

How do you choose the right branding strategy? Go through the exercise of researching what makes your market click, and why anyone should choose your product over another. Although it might be an intangible aspect, branding is basically what convinces people to buy your products or services.

What is a Branding Strategy?

A brand is not just a logo or a name, it represents your business identity. It is a crucial part of the startup process for any business. Branding strategies provide a fundamental framework and recognize the valuable tools that help create a strong, lasting brand. In general terms, a strong brand is one that people recognize and believe. Have you ever found yourself at Target choosing one product over the other because it is the more recognized or trusted brand?

How can you make people trust your brand and its reputation? What should you do to communicate the mission of your company? What is the message you are trying to send to produce loyal customers? A sound branding strategy will aim to find answers to these questions.

What's in a Name, Logo, or Website

Coming up with a name for your business goes hand in hand with creating a logo. When it comes to logos, do your research. Always opt for a unique, memorable design that appeals to your target audience. Also, make certain your logo is usable in a variety of situations and orientations...without losing the essence of its look and feel.

When choosing a website name, shorter is better. Think about the number of times you may have to write your email or web address, or think about when a customer has to type in your URL. Think about how your URL looks on your business card, promotional items, or email signature. Shorter website names are easier to work with, just make sure the name aligns with your brand.

Colors and Images

Your branding strategy should include choosing the right color palette. As with logos, colors and images can be used to establish the identity of your business. Colors depict a corresponding set of emotions and feelings. Carefully choose colors based on your brand's personality and audience. Who are you trying to appeal to? What are you trying to convey? Perform research before finally selecting your colors to ensure you have addressed all possible concerns or issues. For example, is a competitor using similar colors?

Unique Proposition

When communicating your company brand into the market, develop key messages that highlight your uniqueness, and enforce your brand promise. What make you different than the other options in your market? How will you deliver on that proposition? If you can deliver your solutions in a way that is unmatched by the competition, this gives you a competitive edge. Think Uber against a traditional cab service, or Amazon against your local retail store. Uber provides transportation just as a traditional cab service, but the way the service is delivered is more convenient, faster, and an overall better better experience. Look for uniqueness in your service delivery or product offerings. What can you do to improve the customer experience? When you find the answer, use it to lead your brand strategy and messaging.

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