Everyone wants to have a successful brand. But what exactly is a "successful" brand?
According to Design Culture, a successful brand has a distinctive personality.
They stand out from the crowd and offer something unique to their customers/target audience. This doesn’t always mean that they have to be better than other brands, even though this is often what people think, but rather can create an experience for a certain group of people who are looking for that particular service or product.
An article in Oberlo claimed that the more that the brand is consistent with its presentation, the more that it will experience an increase in revenue by 33 percent. This means that the branding is effective since the customers are accustomed to what they find in front of them.
However, other essential branding factors should be taken into consideration. Below are 10 essential branding factors that you need to build a successful brand strategy!
1. Target Audience
Identifying your target audience is one branding strategy that you should not overlook. The first step to finding out how best to market to this target audience is identifying who they are.
The audience that you want to focus on can help in developing a brand strategy that is more effective and efficient.
With the targeted demographic, it will be easier for your company to market their products or services because they know who they are going after which leads them to create strategies according to this information.
Who are they?
A basic understanding of your target demographic and what they need will help you make more informed decisions.
An article in Sprout Social claims that there is an influx of boomers in Facebook and that is why it is now a prime place to run your ads, particularly for those belonging to the older demographics who have more money to spend.
The same article, however, claims that the younger crowd has not yet ditched Facebook, although it is not the younger crowd's number 1 platform of choice. Still, if you want to reach more people Facebook is where you need to advertise. Furthermore, Facebook ad revenue has increased amid the pandemic.
As such, getting to know your target audience is an important branding strategy, as this can help you determine where they spend their time online, and this will help you decide on what's the best platform for your brand to advertise on.
What are their pains and problems?
Pain points are defined by Marketing Donut as a moment when your customer is dissatisfied with a product or service. When pain points become very bad, customers will often try to fix them by using an alternative solution such as buying from competitors.
In this case, you need to know what their pains and problems are so that you can build a strategy that can help them. This will get you more loyal customers and create brand loyalty, which is essential to retaining your potential clients in this competitive world of digital marketing.
What are their dreams and goals?
Your target audience's dreams and goals could help you to pinpoint what they need and want from your content.
The more you know about your target audience, the easier it will be for you to create blogs and content that they appreciate.
Try to think as your customer does so that you can find out what their pains, dreams, goals, and problems. This is essential in building a brand strategy because this will help you to find out how your brand can be the one that will solve their problems.
For example, if someone is looking for work, maybe we should create a blog post about how to dress in an interview or what questions they can expect.
What are their interests and their needs?
Identifying your target audience's interests is another branding strategy that you can utilize to make sure that your brand is reaching the right people.
It will be easier for you to create a product or service if you know what they need and want, so try to think like them when creating content.
For instance, if they are interested in sports, for example, you can create content on how to choose the best athletic shoes or what outfits would go well with certain sporting activities. Create a list of tips and tricks so that your customers will have a better experience when buying their next pair of sneakers.
Your customers will be more likely to trust you if they know that your content is both relevant and original. They want to make sure that the information provided on your website or blog is something new for them, so never copy others’ work.
In addition, this can lead to legal problems as well as a damaged reputation.
What are their hobbies and passion?
The hobbies and passions of your target audience should be as varied as the services and products you offer.
Whether they’re into baking, surfing, or singing karaoke at their favorite bar on a Saturday night, make sure that your brand can appeal to them.
The whole experience of interacting with your brand can be designed to build trust, create loyalty and encourage positive word-of-mouth promotion - all great tools for your branding strategy.
You need to strike a fine balance between being promotional while also engaging consumers on an emotional level. As this is one of the branding strategies that will be carried out across multiple touchpoints, you need to make sure that your messaging remains consistent in the long run. This means ensuring a clear and strategic approach right from the start.
2. Brand Positioning
One of the branding strategies that you need to consider is brand positioning.
Brand positioning, according to Branding Journal, is a "marketing concept that involves a company being positioned in the customers' minds relative to competing brands." In today's digital world, you need to position your brand strategically. You need to think about who is your target audience and which branding strategies will be most effective at engaging them. By positioning yourself strategically, you will be able to build a strong brand that is relevant and visible.
This means that brand positioning is a vital part of digital branding. Branding Strategy Insider concurred, stating that brand positioning should be used as a guide for marketing campaigns, website content, social media profiles, digital ads, and more.
For example, if you're an online shoe retailer who sells men's shoes, you could position yourself as the go-to resource for finding hard-to-find shoe sizes. This means that your digital branding strategy should include an easily accessible guide of all the difficult pairs to track down and how customers can get in touch with you if they have any issues or questions about their order.
Unique Value Proposition
Wordstream defines a unique value proposition (UVP) as “a unique selling proposition that differentiates you from your competition.”
This is the most important element in digital branding, as it sets out to answer one question - what makes this brand stand apart?
A digital branding strategy should include a UVP for each product or service offered by the company; otherwise, how will anyone know what you offer is different from the rest of your competition?
Every company has a different perspective on the value of its products and services.
For example, Apple's UVP is that they provide high-quality technology in an aesthetically pleasing design.
However, if you were to ask Coca-Cola about its UVP, it would be something like "delighting consumers with refreshing beverages for more than 100 years."
The difference between these two companies' approaches helps them in creating the appropriate messaging that resonates with their target audience.
This is because Coke may want people to associate drinking coke as an enjoyable experience. In contrast, Apple might want customers to think of themselves as part of a culture or access cutting-edge technology.
The main point here is not just what your business does but also how you want the customer to feel when interacting with your brand.
Losing focus on this is an easy way for a business to go off track in its marketing strategy and start wasting time, money, and resources.
Analyze your competitors
It's also really important to know about your competition too!
One of the most important branding strategies that you need to conduct is analyzing your competition. It is a great way to find out what is working for your niche and can help you learn how they are targeting their customers. This will allow businesses to understand the digital branding landscape better, even if it isn't directly related to their own business.
After all, digital marketing is not just about reaching as many people as possible; there's also a digital branding component to it, which is about creating a positive brand image for your company or product.
As such, you should take some time and research the brands that are currently thriving with similar products or services as you. This ensures you find out if there is anything you could do differently than them (and avoid doing something they're already doing). Moreover, it provides you insight into what digital branding strategies are working these days.
3. Brand Personality
Deciding on your brand personality is needed for your brand to stand out. Once again, this is where digital branding comes into play. You'll have to decide on a tone of voice that best represents your brand's message and values - but also appeals most to the target audience.
You can't expect your customers to fall in love with you if they don't even know who you are. Just like people, brands have personality traits that define them and make their audience feel a connection.
Some examples of brand personality are friendly, high quality, sophisticated (or not). This helps you make decisions about things like pricing and product design.
It also guides what kind of messaging will work best for you, which can help attract new customers!
One more thing - it doesn't have to be just one thing! You could be both classy and fun or young-at-heart yet professional. And that might change depending on who your audience is at any given time too.
So explore different facets of yourself as a company and see how people react to additional messages before deciding on anything specific.
4. Brand Purpose
Your brand purpose, according to Forbes, is your company's reason for being. It's why you exist in the first place and what makes you different from other companies - big or small!
Your brand purpose should be integrated into everything that comes out of your business so it becomes a central idea in all communications both digital and physical. You can't lose sight of this focus or it will become diluted and won't have its desired effect.
There are many different ways you can explore your brand purpose, but one of the best methods is simply to ask yourself a few questions: What do we stand for? Why should people care about our business? How does what we offer make an impact on consumers' lives positively?
This is where you need to be imaginative and think outside the box. You might even want to ask your employees what they believe in - after all, this principle should drive every decision made around the business.
You can also look for a goal or a reason for everything you do. A brand purpose is the WHY behind your company and will help people understand why they should work with you or buy from you or invest in your business.
Your values as a person are probably pretty important to defining this (after all - it's about who YOU are). What's more? Values can shift over time, too, so don't be afraid to revisit them now and then!
And if nothing comes at first, that might mean there isn't one yet. But no worries—just start doing some soul searching on yourself and see what pops up!
5. Brand Values
Brand values are essentially your company's moral compass. They might not be as high-level as mission and vision. Still, they are just as important—and usually a bit more tangible for employees to live by.
Think about what values you want to see in the people who represent your brand - that will help guide how you hire new staff members or approach customer service issues.
What's more? Your branding values can be a form of customer service, too. So once you've defined them and made sure your employees know what they are, make sure to communicate those same brand values with your customers!
Writing out these factors is an important step in the digital branding process because it forces businesses to do some self-reﬂection.
Consider how digital branding can be used to show customers what your business is truly about and why it’s different from the competition. By showing customers who you are, digital branding becomes a powerful tool in building relationships with potential and existing customers alike.
If you want to build a successful brand strategy, knowing exactly who you are in the ﬁrst step in digital branding.
6. Brand Essence
Fabrik Brands defines brand essence as “the mental picture of your brand that lives in the hearts and minds of customers.”
It is what makes you unique, different from other brands out there, and it helps to drive digital branding strategy by giving businesses a clear goal for their marketing campaigns.
There are several ways to build brand essence into digital branding efforts including creating a strong brand identity, building memorable digital branding campaigns, and creating customer experiences.
Considered as one of the most essential branding strategies, creating your brand essence is the first step to digital branding success.
Your brand essence is what you want your customers and prospects to know about your business and it can be expressed in a few words (e.g., “functional,” “reliable,” or “innovative).
You should also include how this product /service can solve your customers’ problems.
7. Brand Promise
The brand promise is a simple statement that concisely tells customers what your company is and does.
Work Front concurred and defined brand promise as a simple statement that concisely tells customers what your company is and does.
In addition, it’s important to consider digital branding from all angles – not just digital marketing or website design because this will only provide a partial picture of the overall vision for your brand.
As mentioned in Branding Guidelines: The Ultimate Guide (2019), creating a brand promise is a simple statement that concisely tells customers what your company is and does.
If you’re looking for digital branding opportunities, keep in mind that digital marketing alone won’t tell the full story of how to set up a successful digital presence.
It should be memorable, easy to understand in a sentence or two, authentic to the core values of your business (don't just say you're customer-centric when it's not true), and compelling enough to make people want more information from you.
A brand promise can also take many forms - like a service guarantee, for example.
8. Brand Identity
The best digital branding strategies are built on a solid foundation of taking care of the little things to create an interesting personality for your business. As such, it is important, too, to create your brand identity.
Investopedia defines Brand Identity as a set of qualities, characteristics, and attributes that a company's customer recognizes to identify its offerings as being from a specific source.
What this means is the consistency in your digital branding materials - which includes your logo, visual elements like color schemes or fonts you use on social media posts and campaigns, among others.
As you build your brand identity with the use of digital marketing materials and campaigns, it is also equally important to note that consistency in messaging across all digital channels must be present so as not to confuse or mislead potential customers. Since people tend to look at their smartphones often throughout the day, digital branding becomes even more crucial when it comes to capturing digital consumers.
That means getting your digital brand elements right. Your website, logo, colors, and fonts are all part of this process. Many digital branding experts say that to create a strong digital or web design you have to start with knowing who the client is so it can be reflected across every aspect of their online presence - from social media profiles to digital ads.
9. Brand Messaging
Creating your brand messaging is something important too! What do you want your customers to think about when they see or experience the brand?
Brand messaging is a lot like a good tagline, it should be short and sweet to deliver a concise message. But more importantly, this messaging needs to work in tandem with digital branding so that the two are cohesive throughout every digital touchpoint.
Pardot claims that brand messaging is the foundation of digital branding. It is important in the sense that digital branding will not be effective if it does not align with the brand messaging.
Thus, brand messaging is one of the most essential branding strategies that digital marketers should incorporate to build a successful digital branding campaign.
10. Brand Consistency
Brand Consistency, as mentioned earlier is the key to digital branding. Brand consistency is the concept of building a brand that delivers on its promise across every digital touchpoint to have an effective digital branding campaign.
One way of achieving this goal is through creating consistent themes, colors, and design elements throughout all digital platforms which will promote brand awareness among your target market.
Another way is by delivering consistent messages. These messages should be short, simple, and compelling to your target market through digital marketing channels like social media posts.
Another factor is managing the tone of voice throughout all digital touchpoints including blogs, websites, advertisements, and other online content that customers will see regularly. It's important to maintain this branding message to keep customers engaged with your brand.
Some other important branding factors are logos, color schemes, slogans, catchphrases/taglines, marketing campaigns, and ads—anything!
The 10 essential branding factors to build a successful brand strategy vary depending on the industry and target market. However, digital branding is one of the main factors to consider when building a successful brand strategy.
One thing remains clear: brands need more than just digital marketing efforts to be successful—though it's an important factor that shouldn't be overlooked!
As a marketer or entrepreneur, it is important to think through all of these branding factors before developing a brand strategy.
There is a lot to consider, but by going through the process together, you will create and live up to an effective branding strategy that your customers can feel good about.
Frequently Asked Questions (FAQ)
Here are some of the frequently asked questions you may have in mind:
What are branding factors?
Branding factors are the elements that help shape a brand's identity. They include logos, color schemes, slogans, catchphrases/taglines, branding campaigns, and ads.
Utilizing these strategic marketing tools will help an organization establish its position in the marketplace by creating awareness around its products/services within various markets.
This leads to brand recognition and differentiation among competitors.
What are the components of branding?
The components of branding are the values, personality, and strengths that a company wants to project. These branding components need to be highly relevant, original, and consistent.
They should convey a clear message about the brand's identity and what it represents.
In digital branding, five key factors help build a successful digital strategy: differentiation from competitors, integration with offline marketing efforts, responsiveness to customer needs/demands, content quality & relevancy, and digital savvy.
Branding helps align an organization's goals with its objectives by creating a cohesive identity for both internal stakeholders and external audiences.
What are the elements of branding?
The elements of branding include the name, logo, tagline, and digital brand guidelines.
The name should be unique to the company or product being branded.
Furthermore, the name should be memorable to customers and clients, as well as easy for internal stakeholders to remember.
The logo should also be unique but it doesn't have to be complex or complicated.
If the organization has a tagline, this should tie directly into the brand's mission statement or motto. The digital guidelines include both visual elements (e.g. color palettes, fonts, logos) and digital components (e.g. email signatures).
What are the 4 branding strategies?
A company's branding strategy refers to its overall approach to differentiation in the marketplace. It includes how it differentiates itself from competitors.
The four branding strategies are positioning, identity, association, and differentiation. These four are most commonly used in branding.