Published On: May 9, 2016

In marketing, advertising, and all around business you hear of brand strategy and how businesses need to distinguish themselves from their competitors. Cool! What does that mean? Branding? Really?

Why and how can a business create a brand strategy?

Today’s blog will discuss what branding is, why is it important and offer some tips on how to successfully start a branding strategy.

Jumping right into it. Branding (according to businessdictionary.com) is:

“The process of creating an unique name and image for a product in the consumers’ mind.”

How a consumer views and what expectations they have from a product or service is the root of branding. Exploring what sets a business apart from the competition and how that differentiation is communicated to their target audience through branding.  The business logo or slogan is usually the foundation of branding, but it can also be based on the company’s mission statement.  Once the foundation is formed, branded messages use a consistent theme to continue to set themselves apart in consumers’ minds from the competition.

Branding builds long-term relationships based on the target audiences’ wants and needs to attract and retain loyal customers.  It reminds the consumer why they should pick one product or service over the other.

What Makes A Successful Brand Strategy?

A successful brand strategy starts with research into who and what the business is.

Determining whom the business wants to be for their consumers. How should consumers perceive the business?  Looking to the business’ mission statement or core values is a good starting point when developing a branding strategy.

Answering these questions can also help to create a brand strategy:

  1. What is the company’s mission?
  2. What are the strengths, benefits, and/or features of products/services?
  3. Who is target audience?
  4. What qualities should target audience associate with business?
  5. What differentiates company from competition?

Creating a branding strategy is a great way to communicate to consumers the core message of the business.  An authentic message, differentiation from competitors, and continual communication with customers builds a brand in the consumers’ eye.  Having a solid and consistent marketing plan in place equates to long-term and lasting customer engagements.  Setting one business apart from competition encompasses more than a logo, you have to get your brand on!


Posted In: Branding, Business, Marketing


About the Author

Allyson Gamard

Lead Designer

Allyson obtained her Bachelors of Science in Business Administration in 2009 with an emphasis in marketing management. She holds art degrees in both Graphic Design and Web Development, and is certified in both disciplines. Areas of special knowledge include: typography, illustrating, photo-editing, page layout, and creative problem solving.