I lose count of how many small businesses I see on a daily basis that have little or no branding in place for their business. If you’re a plumber or electrician, well congratulations, you’re on your way to becoming a billionaire.

But, if you are a business looking for growth, branding is an important step in your journey. In this post, I’m going to help you understand brand strategy and what it can do for your business.

I’ve led the brand strategy for several clients now and it’s always been a hugely rewarding process. My clients have enjoyed the process and it’s often led them to think about their business in new ways. It’s also helped them understand how they communicate with their customers on a more profound level. This has resulted in more effective marketing, improved visual identity and better-looking websites.

In this post, I’m going to answer the following fundamental questions.

• What is a brand strategy?
• What is a brand strategy framework?
• What are the benefits for small businesses?

What is a brand strategy?

A brand strategy is essentially your game plan for how you want the world to see your business. It’s a combination of your business values, goals, and the unique personality of your brand. It is designed to help your business connect with your audience on a deeper level. Think of it as building a bridge between where you are and where you want to be in the hearts and minds of your customers.

Crucially, it also gives your employees a better understanding of your business so they know how to communicate with your customers.

What is a brand strategy framework?

A brand strategy is a structured process that will guide you through a series of well-defined steps to build a stronger, more cohesive brand. It starts with deep diving into understanding your business's mission, vision, and values, as well as getting to know your target audience inside out. This foundational work is crucial for identifying your brand's unique voice and personality.

It’s a methodical approach that clarifies your brand's direction and ensures that every interaction with your audience contributes to building a stronger, more memorable brand.

Here are some of the important aspects of a brand strategy framework.

• Defining the purpose of your business
• Defining your core values as a business
• Creating a vision for the next 5-10 years
• Understanding your position in the market
• Creating a brand personality for your business
• Defining your tone of voice and how you communicate with your customers
• Identifying what marketing channels you need to use to reach your customers
• Creating a tagline that you can use in your marketing
• Crafting a visual identity that reflects your new brand

What are the benefits of a brand strategy to a small business?

For Small and Medium-sized Enterprises (SMEs), a well-crafted brand strategy can be a game-changer. Here are three key benefits that you should consider.

1. A brand strategy gives your business a clear focus

First off, it sets a clear direction and focus, helping you allocate resources more effectively and avoid scattergun marketing efforts. This clarity enhances the efficiency of your marketing and also maximises the impact of your marketing spend. The savings you make from this alone can easily justify the investment into your brand strategy.

Having a clear focus also helps your team. They will have a better understanding of your business, its values and your vision. It can mean more pride in working for your business and can lead to improved employee retention.

2. A brand strategy improves recognition and loyalty with potential customers

Moreover, a solid brand strategy improves recognition and loyalty among your target audience. When your brand consistently communicates its unique value and personality, customers are more likely to remember and choose you over competitors. This consistent identity also builds trust, a crucial element in fostering long-term customer relationships.

3. A brand strategy helps you stand out from competitors

Lastly, it positions your business to compete more effectively against competitors. A strong brand strategy highlights your unique selling points and how your brand is different. Creating a brand personality that resonates with the desires of your audience is a powerful way to create lasting connections and a more memorable brand. This differentiation is key to carving out a niche in your industry and driving sustainable growth.

Are you ready to take the next step?

Your brand shouldn’t be left to chance. I can help you unlock your brand's full potential so you can grow your business. Working together we can craft a unique brand identity for your business that will forge a deeper connection with your audience. 

If you are ready to take the next step for your business and are excited about what a brand strategy can do for your business, get in touch with me today.